Hi! I'm Shirley,
a Consumer Behavior Researcher

MY RESEARCH

I’m dedicated to shed light on under-researched phenomena to better understand consumers and the driving forces affecting
their everyday decisions.

RECENT PUBLICATIONS

Tip to Show Off: Impression Management Motivations
Increase Consumers’ Generosity

publication

Tip to Show Off

JACR 2021

Tipping is ubiquitous in countries such as the United States. Given the importance of examining the experiential side of marketing, we examine tipping—a participative pricing context and introduce it to the literature
in behavioral pricing.