Ada Choi

Ada Choi is a Casual Academic and PhD Candidate in the School of Marketing at the University of New South Wales (UNSW) Business School. Her research focuses on consumer financial behavior, particularly the impact of political ideology and crisis-induced threats, as seen in her work during the COVID-19 pandemic. She is supervised by S.H.A.R.P. Research Professor Harald van Heerde.

Ada holds an MComm (High Distinction) from the University of Sydney and has over 10 years of experience in higher education, including roles in university governance, student recruitment, and academic tutoring. She has held leadership positions in student councils at both UNSW and the University of Sydney, and is an accredited teacher in New South Wales and Queensland.

Her work has been published in high-impact journals like Journal of Retailing (ABDC-A*), and she has received numerous awards including the 2024 UNSW Students’ Choice Teaching Award and ISMS Doctoral Dissertation Grants. Ada has presented research at global conferences such as the ISMS Marketing Science Conference and the ANZMAC Conference.

Ada’s teaching portfolio includes courses like COMM2244 Future of Work Project (awarded Students’ Choice Teaching Award) and MARK2052 Marketing Research at UNSW, alongside roles at the University of Sydney such as BUSS5221 Creative and Analytic Mindset (FFT Award winner).