I joined emlyon business school as an Assistant Professor of Marketing after receiving my Ph.D. at ESSEC Business school (Cergy, France), where I also taught marketing courses. My research areas lie at the intersection of judgment and decision-making, consumer behavior, and public policymaking. My research focuses on the impact of non-cognitive factors (e.g., emotions, sensory inputs, and information framing etc.) on consumer decision making. I use multiple methodologies (lab experiments, secondary data analyses, and process-tracing methods) to study consumer behavior, especially in the marketplace with new technologies. I also have industry experience in digital marketing and marketing analytics.