I am an Associate Professor of Marketing at HEC Paris. I earned my PhD in Judgment and Decision-Making at Cornell University’s Behavioral Economics and Decision Research Center, with Jay Russo. 

I study how subtle cues shape the way people interpret objective information. For instance, scientific evidence may be objective, yet audiences view it through personal lenses and may form different beliefs about the scientific findings. The same holds for product performance data: brand beliefs color how numbers are interpreted. In other words, minds turn “objective” facts into subjective beliefs. By finding where these hidden cognitive biases appear, I build theory and tools that help people and companies make better choices.
 
My current research examines how personal beliefs shape acceptance of scientific evidence, how institutional distrust influences leadership choices, and how workforce diversity affects consumers’ perceptions of product value.
 
My work appeared in the Journal of Consumer Research, Organizational Behavior and Human Decision Processes, Journal of Consumer Psychology, and Psychological Science, among others. It has been featured in Forbes, HR Magazine, and The Conversation.

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)