She earned a Ph.D. from the University of Oregon and an MA and Honors BA from the University of Waterloo. She currently teaches Consumer Behavior and Global Marketing. Her research examines the effect of marketing factors on consumer emotional responses, and how these emotional responses influence consumption experiences and decisions in the context of advertising and experiential consumption, including sports and suspense. Prior to obtaining her Ph.D., she worked in business and marketing related positions with Tennis Canada, the University of Waterloo, Mohawk College, and the Hamilton Board of Education. She also worked as a consultant for Statistics Canada, the Canadian Tourism Commission, and the National Cancer Institute of Canada.