He obtained a Ph.D. specializing in Consumer Behavior and Judgment and Decision Making from University of California, Riverside. His research focuses on consumer purchase decision in online context, and has appeared at many top conferences such as ACR North America, BDRM, SJDM, and AoM conference. He is also the founder and CEO of GinG, a data-driven consulting firm dedicated to consumer insight and innovative marketing approaches in Chinese movie industry.