I received my PhD in Marketing from Cornell University, where I specialized in judgment and decision making at Cornell’s Behavioral Economics and Decision Research Center.

I have taught at all levels—undergraduate, master’s, MBA, PhD, and Executive Education—at Cornell University, McGill University, Virginia Tech, and HEC Paris. In 2018–2019, I received a Certificate of Teaching Excellence at Virginia Tech. I joined HEC Paris in 2019, where I received the Vernimmen Teaching Award in 2019–2020 and was named to Poets&Quants’ Best 40 Under 40 Professors list in 2021. I served as course leader for the Executive MBA Marketing Core from 2020 to 2023 and led the MBA Marketing Specialization from 2023 to 2025. Since 2024, I have overseen the Marketing Specialization of the Global Executive Master in Management at HEC Paris, as well as the school’s overall portfolio of marketing programs in Executive Education.

In marketing-focused Executive Education programs, I specialize in translating behavioral science into actionable marketing and branding strategies. My teaching and program design focus on how insights from judgment and decision making inform brand positioning, consumer trust, and choice architecture. In strategy and leadership programs, I help leaders understand how biases operate and optimize decision quality in high-stakes contexts.

My research has appeared in leading journals in marketing, psychology, and decision science, including the Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Association for Consumer Research, Psychological Science, Journal of Experimental Social Psychology, Organizational Behavior and Human Decision Processes, and the Journal of Behavioral Decision Making. My work examines how consumers and managers form judgments, respond to conflict and uncertainty, and navigate persuasion and trust.
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I was named a Young Scholar by the Marketing Science Institute in 2019, a distinction awarded to emerging faculty worldwide in recognition of their potential to shape the future of marketing.

HONORS AND GRANTS

Poets and Quants, 40 under 40 (2021) – Awarded to the best MBA professors worldwide

Vernimmen Teaching Award, HEC Paris (2020) – Awarded to the best professor across departments and across BUs (student vote)

Marketing Science Young Institute Scholar (2019) – Awarded every two years to the 30 most promising young marketing scholars worldwide

Departmental Recipient of the Pamplin Certificate of Teaching Excellence (2018-2019; faculty vote)

Research Grant ($20,000 for 2 years), Danone Institute of Canada, “Highlighting, Bridging and Leapfrogging Conflicting Beliefs: New Strategies to Promote Nutritious Food”, Co-PI with Yu Ma and Laurette Dubé (2014)

​AMA-Sheth Foundation Doctoral Consortium Fellow (2011)