Dr Shim received her PhD in Marketing at the University of British Columbia. Her research focuses on consumer behavior, with particular interests in experiential and material consumption, emotions, and prosocial and sustainable consumption. Her research has been presented at leading international conferences including the Association for Consumer Research (ACR) and the Society for Consumer Psychology (SCP). Prior to joining PolyU, Dr Shim was an Assistant Professor of Marketing at The Chinese University of Hong Kong, Shenzhen (CUHKSZ). Her teaching interests include consumer behavior, global marketing, and marketing communications.