Here is a selective list of my conference proceedings and presentations.

2026

Designing effective communication for food waste reduction: The role of perceived gains and losses in volunteer hesitation and platform loyalty
with Shintaro Okazaki
International Conference on Research in Advertising (ICORIA) 2026
Barcelona, Spain

2025

The ineffectiveness of threat in green CSR communication among luxury cruise travelers: Insights from theory of hedonic moral hypocrisy
with Shintaro Okazaki and Jörg Henseler
American Marketing Association (AMA) Winter Academic Conference 2025
Arizona, USA

Not all peers are the same: A mixed methods segmentation for the peer-to-peer accommodation market
with Prokriti Mukherji, Shintaro Okazaki, and Rayan Fawaz
Academy of Marketing Science (AMS) 2025
Montreal, Canada

2024

How can businesses communicate sustainability with customers without backfiring effects? Using threats in sustainable marketing
with Shintaro Okazaki and Jörg Henseler
Conference on Sustainable Operation and Development, International Conference and Annual Meeting of the Innovation and Invention Education Society of Taiwan 2024
Outstanding Paper Award
Taichung, Taiwan

What makes threat ineffective in sustainability communication? The role of psychological reactance and green hypocrisy
with Shintaro Okazaki and Jörg Henseler
International Conference on Research in Advertising (ICORIA) 2024
Thessaloniki, Greece

Beyond the surface: Tackling food waste with background stories of ugly produce
with Chu-Yen Pai, Luke Ingalls Liska, and Debra Laverie
Society for Marketing Advances (SMA) 2024
Tampa, USA

2023

The power of threat and efficacy in green communication: Is threat still effective?
with Shintaro Okazaki and Fatima Wang
International Conference on Research in Advertising (ICORIA) 2023
Bordeaux, France

Conceptualization of advertising context for the age of AI
with Hairong Li and Shintaro Okazaki
International Conference on Research in Advertising (ICORIA) 2023
Bordeaux, France

Ethical education in business school curriculum: Through text-analysis of students’ reflection reports
with Anna Dubiel, Shintaro Okazaki, Alejandra Alonso Tak
Responsible Management Education Research Conference 2023
Lisbon, Portugal