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Office Hours

T 12:45 AM-02:15 PM
W 01:00 PM-03:00 PM
R 12:45 AM-02:15 PM
Degree Program University
Ph.D. Marketing York University
M.B.A. Quantitative Methods York University
M.R.E. Religious Education University of Toronto
B.A. Statistics HoChiMinh City University of Technology

My Professional Experience

Year Title University
2011 - Now Associate Professor of Marketing Siena College
2005 - 2011 Assistant Professor of Marketing and Management Siena College
2004 - 2004 Instructor in Marketing University of Toronto
2003 - 2004 Instructor in Marketing York University
1999 - 1999 Financial Planner United Parcel Services
1999 - 2003 Teaching Assistant in Marketing York University
1991 - 1994 Marketing Manager Jardine Pacific

Articles & Book Reviews

  • The Individual Aspect of Interorganizational Cooperation: Favor-Based Cooperation
    Journal Of Business-To-Business Marketing
    2019
  • How National Culture Affect Students' Preference of Different Educational Models
    International Vincentian Business Ethics Conference (IVBEC)
    October, 2018
  • Price Fairness Judgments in Gift Giving Contexts
    International Vincentian Business Ethics Conference (IVBEC)
    October, 2018
  • Consumer Expectations of Preferential Pricing in The US versus China
    Journal of Marketing Development and Competitiveness, vol. 12
    2018
  • How source of funds affects buyer's judgments of price fairness and subsequent response
    Journal Of Product & Brand Management, vol. 25
    June, 2016
  • How paying with company's money affects judgment of price fairness
    American Marketing Association Educator's Summer Conference, vol. 26
    August, 2015
  • An Application of the Theory of Optimal Experience to the Design of Desirable Human Service: The Case of College Education
    American Marketing Association Summer Educators Conference, vol. 25
    August, 2014
  • Overcoming Potential Negative Consequences of Customer Orientation in Marketing Education: Closing the Ideological Gap
    Journal Of Marketing For Higher Education, vol. 23
    December, 2013
  • Whether and to What Extent Consumers Demand Fair Pricing Behavior for Its Own Sake
    Journal Of Business Ethics, vol. 114
    May, 2013
  • Interorganizational Favor Exchange as a Corporate Behavior
    American Marketing Association Summer Educators Conference
    August, 2012
  • Interorganizational Favor Exchange and the Relationship between Doing Well and Doing Good
    Journal Of Business Ethics, vol. 105
    January, 2012
  • Overcoming the Tradeoffs between Short Term Satisfaction and Long Term Wellbeing: The Case of the Educational Product
    International Conference Promoting Business Ethics
    2011
  • A Test Of Alternative Mechanisms For The Psychological Impact Of Price Bundling And Implications For When And Why Price Bundling Enhances Or Derails Consumer Evaluation
    American Marketing Association Winter Educator Conference
    2009
  • Examining the Tension between Rigor and Entertainment in the Classroom from a Societal Marketing Perspective: Student Perceptions of, and Responses to, Desirable Versus Pleasing and Salutary Educational Products
    Marketing Educators' Association National Conference
    2009
  • Consumer Perceptions of Bundles
    Behavioral Pricing Conference
    September, 2008
  • Bundles=Discount? Revisiting Complex Theories of Bundle Effects
    Journal Of Product & Brand Management, vol. 16
    2007
  • High-Low Context Cultures and Price Ending Practices
    Journal Of Product & Brand Management, vol. 16
    2007
  • Is 2.99 better than 3.00 Everywhere? Market Development Effect on Price Endings in Different Countries
    International Journal of Business Research, vol. 5
    2006
  • Inferred Transaction Value: A Key to Understanding the Effects of Price Bundling
    Advances in Consumer Research, vol. 31
    2004
  • Consumers' Expectations of Savings from Bundles
    Australia and New Zealand Marketing Academy Conference
    2003
  • Price Endings in Asia
    Australia and New Zealand Marketing Academy Conference
    2001
  • Is Guanxi a Distinct Concept?
    Academy of International Business
    2000
  • A Desirable Educational Model
    American Marketing Association Summer Educators Conference
    Summer, 2011
  • Consumer Perceptions of Bundles
    Journal Of Product & Brand Management, vol. 18
    Summer, 2009
  • Whether and to What Extent Buyers Care About Fair Pricing for Its Own Sake
    American Marketing Association Summer Educators Conference
    Summer, 2011

Awards & Distinctions

  • Research fellowship
    Category: Research
    Diversity Action Committee, 2015
  • Research fellowship
    Category: Research
    Committee on Teaching and Faculty Development, 2012
  • Summer Research Fellowship, Siena College
    Category: Research
    Summer Research Fellowship, Siena College, 2006
  • Sales SIG Travel Scholarship to AMA
    Category: Other
    Sales SIG Travel Scholarship to AMA, 2004
  • Ontario Graduate Scholarship
    Category: Other
    Ontario Graduate Scholarship, 2003

Presentations

  • Interorganizational Favor Exchange: Ethicality and Relational Outcomes
    August, 2019
    Society for Business Ethics Annual Meeting 2019, Boston, Massachusetts
  • How National Culture Affect Students' Preference of Different Educational Models
    October, 2018
    International Vincentian Business Ethics Conference (IVBEC), New York, United States of America
  • Price Fairness Judgments in Gift Giving Contexts
    October, 2018
    International Vincentian Business Ethics Conference (IVBEC), New York, United States of America
  • Consumer normative expectations of merit-based versus personal-based preferential pricing in the US and China
    February, 2017
    American Marketing Association, Orlando, Florida
  • An Application of the Theory of Optimal Experience to the Design of Desirable Human Service: The Case of College Education
    August, 2014
    American Marketing Association Summer Educators Conference, San Francisco, California
  • Interorganizational Favor Exchange as a Cooperative Behavior
    August, 2012
    American Marketing Association Summer Educators Conference, Chicago, Illinois
  • Overcoming the Tradeoffs between Short Term Satisfaction and Long Term Wellbeing: The Case of the Educational Product
    October, 2011
    International Conference Promoting Business Ethics, New York, New York
  • Procedural Fairness as an End in Itself: Separating the effects of 'Fair Pricing' and 'Fair Price'
    November, 2009
    Behavioral Pricing Conference, Orlando, Florida
  • A Test Of Alternative Mechanisms For The Psychological Impact Of Price Bundling And Implications For When And Why Price Bundling Enhances Or Derails Consumer Evaluation
    February, 2009
    American Marketing Association Winter Educator Conference, Tampa, Florida
  • Examining the Tension between Rigor and Entertainment in the Classroom from a Societal Marketing Perspective: Student Perceptions of, and Responses to, Desirable Versus Pleasing and Salutary Educational Products
    February, 2009
    Marketing Educators' Association National Conference, Tampa, Florida
  • Ethical Business and Interorganizational Favor Exchange
    August, 2007
    Academy of Management Annual Meeting, Philadelphia, Pennsylvania
  • Validating Research Method and Theory by Replication: A Process Model
    June, 2007
    Administrative Sciences Association of Canada Conference, Ottawa, Canada
  • Is 2.99 Better than 3.00 Everywhere? Market Development Effect on Price Endings in Different Countries
    October, 2006
    International Academy of Business and Economics Annual Conference, Las Vegas, Nevada
  • Inferred Transaction Value: A key to Understanding the Effects of Price Bundling
    October, 2004
    Association for Consumer Research Conference, Toronto, Canada
  • Consumer's Expectations of Savings from Bundles
    December, 2003
    Australia and New Zealand Marketing Academy Conference, Adelaide, Australia
  • Price Endings in Asia
    November, 2001
    Australia and New Zealand Marketing Academy Conference, Auckland, New Zealand
  • Is Guanxi a Distinct Concept?
    March, 2000
    Academy of International Business, Phoenix, Arizona