Rooted in marketing theory and consumer psychology, my research takes a cross-disciplinary approach to understand the psychological mechanism of human eating behavior and to explore effective strategies for healthy food promotion. Specifically, three intertwined streams of my research have contributed to the field of marketing, nutrition and related analytical methodology.
My first stream of research advances food decision-making theories by investigating the dynamics of external (e.g. social and family environment) and internal factors (e.g., psychosocial characteristics and emotions) that influence individual dietary pattern.
As modeling the dynamics of eating behavior is methodologically challenging, my second stream of research pushes forward cutting-edge computational methodologies for the quantitative analyses of complex social phenomenon.
Implementing my theory and methodology contributions into marketing practices, the third stream of my research studies consumers’ preference of healthy/unhealthy food with a focus on the interaction between emotions, intuitive beliefs, and marketing cues.
