Consumer Behavior researcher with a background and interest in psychology of behaviour. Mostly works on experimental studies involving either implicit or explicit measurement techniques. Enjoys doing complex data analysis. Topics of interest are food labeling for more sustainable and healthy consumption, generative AI and applying data science in consumer research. Mostly works on uncovering why and how consumer react to novel technologies and disruptive innovations such as novel labeling strategies, blockchain for food, AI driven technology, True Pricing and online shopping.