معرفی
Sharlene He is an Assistant Professor at the University of Waterloo, specializing in consumer behavior and decision-making. Her research focuses on judgment under uncertainty, pricing strategy, and the impact of technology like AI on consumer choices. She has developed frameworks such as the Comparative Method of Valuation to assess willingness-to-pay, aiding managerial decision-making. Her work bridges theoretical rigor with practical applications in marketing.
- Education:
- PhD in Management, Kellogg School of Management, Northwestern University (2018)
- MA in Economics, University of Toronto (2011)
- BCom in Business, Queen's School of Business (2010)
Her research interests explore how consumers form judgments in uncertain environments, particularly regarding new technologies and pricing strategies. She has published in top journals like Journal of Consumer Research and Journal of Marketing Research.
Recent articles highlight her focus on uncertainty's role in information seeking, consumer certainty measurement, and frameworks explaining decision heuristics. These trends underscore her contributions to behavioral marketing and managerial strategies.
- Awards:
- Dean’s Award for Distinguished Scholarship – Emerging Scholar (2023)
- Petro-Canada Young Innovator Award (2023)
Teaching includes courses like Marketing Foundations for Early-stage Ventures and Marketing Strategies for New Technology-based Ventures. She is currently accepting graduate student applications.
