Address:
538 Fisher Hall,
2100 Neil Ave.
Columbus, OH 43210
Phone:
(614) 292-4563
E-mail:
I joined the Fisher College of Business at the Ohio State University in 2017. Prior to being a Buckeye, I was on the faculty at the Indiana University from 2014 to 2017, after I received my Ph.D. in Marketing from the University of Maryland – College Park in 2014.
My research contains three highly related streams: consumers’ multi-touch multi-channel paths to purchase, free sampling strategies to get consumers started on their purchase journey, and external shocks to consumers’ purchase journey due to radical innovations or disruptions.
The first stream of my research is focused on consumers’ paths to purchase. Many companies track consumers’ touchpoints across marketing channels, but struggle to extract meaningful consumer insights from the rich data. My research provides a method to assess the incremental value of each marketing channel in a multi-channel environment, which is usually referred to as the “attribution” model. I also utilize machine learning models to incorporate the large volume of unstructured textual data left by consumers on their path to purchase into the choice model framework.
My second stream of research is to examine the sampling strategy – that is, how to get consumers started on their paths to purchase. In this stream, I study the quality and function design of free samples and consumers’ free-trial behaviors on their purchase decisions. I’m particularly interested in the sampling strategies widely adopted by subscription-based digital content providers.
My third stream of research is recently developed and focused on the impact of disruptions, such as radical innovations and events, on altering consumers’ paths to purchase. For example, I explore how digital revolutions and machine-human interactions fundamentally affect firms and consumers. Meanwhile, I also study external events or crises that render drastic and external shocks to consumers’ purchase journeys.
In my research, I apply Bayesian statistics, econometrics, machine learning, and causal inference methods on real-world data from hotel chains, retailers, software providers, and book publishers, etc.
I’m honored to be a 2021 MSI Young Scholar and twice as the finalist of the Paul Green Award. My work has been recognized by the IJRM Best Article Award, Adobe digital marketing Research Award, MSI Research Grant, National Center of the Middle Market Research Fellowship, the MSI Alden G. Clayton Dissertation Proposal Competition Winner, and University of Maryland Distinguished Dissertation Award. My research has been published in leading marketing journals, including Marketing Science, Journal of Marketing Research, Production and Operations Management, International Journal of Research in Marketing, and Journal of Behavioral Decision Making.
At Fisher, I’m teaching in the undergraduate, SMBA, Executive, and Ph.D. programs.