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  • Stanford Graduate School of Business, Associate Professor 2017-present
  • Stanford Graduate School of Business, Assistant Professor 2013-2017


  • Ph. D., Marketing, 2013, McCombs School of Business, University of Texas at Austin
  • M.A., Advertising, 2008, University of Texas
  • B.S., Business Administration (Summa Cum Laude) and B.S., Economical and Financial Laws (Summa Cum Laude), 2002, National Taiwan University, Taiwan.


  • Early Career Award, Society for Consumer Psychology, 2020
  • Business School Trust Faculty Scholar, 2019-2020
  • Alumni Excellence Award, Zhongshan Elementary School, Taiwan, 2019
  • Hong Kong Research Council Grant, “Corporate Social Responsibility and Consumer Donation Behavior,” 2019 (Co-Investigator) 
  • Finalist, Erin Anderson Award (Emerging Female Marketing Mentor and Scholar), 2019
  • Trust Faculty Scholar, Stanford GSB, 2018-2019
  • Trust Faculty Scholar, Stanford GSB, 2017-2018
  • Top 40 Business School Professors under 40, Poets & Quants, 2017
  • AMA-Sheth Distinguished Faculty Fellow, 2017
  • Marketing Science Institute (MSI)’s Young Scholar, 2017
  • Stanford GSB All Star (recognition of teaching/advisory excellence for STEP), 2016-2017
  • Discovery Award, Stanford Institute for Innovation in Developing Economies, 2015
  • Spence Faculty Scholar Award, Stanford Graduate School of Business, 2014-2015
  • Stanford Center at Peking University (SCPKU) Faculty Fellowship Award, 2014-2015
  • Wharton Customer Analytics Initiative Grant, ”Measuring Skill Level and Optimizing Player-Matching Algorithms in Online Games,” 2014
  • Science of Philanthropy Initiative (SPI) Partnership Grant, 2014
  • American Marketing Association Consumer Behavior Special Interest Group’s (AMA CBSIG) Rising Star Award, 2013
  • William Powers, Jr. Presidential Graduate Fellowship, University of Texas at Austin, 2012-2013
  • AMA-Sheth Foundation Doctoral Consortium Fellow, 2011
  • Dean’s Fellowship, University of Texas at Austin, 2009-2011
  • Morris Hite/Tracy Locke Endowed Presidential Scholarship, University of Texas at Austin, 2007-2008
  • Best Presenter of the Year, J. Walter Thompson (JWT), 2006
  • Top Team Award, J. Walter Thompson (JWT), 2006


Consumer Motivation and Self-Regulation
Social Dynamics in Goal Pursuit
Artificial Intelligence (AI) and Social Impact
Field Experimentation