Dr. Shirley Taylor Memorial Scholarship

Where is your hometown?

My hometown is Anqing, in Anhui Province, China. Anqing is a historic city along the Yangtze River, known for its rich cultural heritage and traditional Chinese opera (Huangmei Opera).

Why did you choose Smith School of Business/Queen’s?

I am specializing in Quantitative Marketing, and I chose Smith School of Business for two main reasons. First, Smith has a strong reputation in marketing and offers a rigorous research environment that encourages intellectual curiosity and methodological depth. Second, I was especially drawn to the opportunity to work with Professor Ceren Kolsarici and Professor Yulia Nevskaya. Their expertise and dedication to mentorship stood out to me. They set high standards while providing steady guidance, which creates a supportive environment for academic growth. These factors together made Smith the best place for my doctoral journey.

What has been your favourite experience at Queen’s so far?

One of my most meaningful experiences has been developing my independent research projects under the mentorship of my supervisors. Presenting my work at conferences and receiving feedback from scholars in the field has been both challenging and rewarding. I have also deeply appreciated the sense of community within the PhD program. My peers are always willing to share ideas, offer feedback, and provide support when needed. That combination of academic rigor and mutual support has made my time at Queen’s especially fulfilling.

What are your aspirations after graduation?

My goal is to become a professor in marketing, contributing through both research and teaching. From a research perspective, I am broadly interested in managerial decision-making, demand modeling, and the use of AI in marketing research. Alongside my research, I also hope to mentor and support students who are interested in data-driven research.

What is one interesting fact about you?

An interesting fact about me is that I was trained in Economics during both my undergraduate and master’s studies before moving into Quantitative Marketing for my PhD. At Smith, I received strong support and guidance that helped me successfully make this transition and deepen my expertise in marketing research.

Research Overview

Chu’s research focuses on Quantitative Marketing, examining managerial decision-making and consumer demand in digital marketplaces. She studies how firms represent and position products online, and how these decisions relate to observed consumer preferences and purchasing behavior. Her work combines structural demand modeling with large-scale marketplace data to estimate consumer choice patterns and preference heterogeneity. In parallel, she analyzes managerial allocation strategies, such as pricing and product representation, to assess whether they align with market demand. By integrating advanced econometric methods and AI-based tools, her research aims to provide a clearer understanding of how firms and consumers interact in digital retail environments, contributing to more informed and data-driven marketing strategies.

Where is your hometown?

I grew up in Montreal, but Ottawa feels like my second hometown. It’s where my family currently lives, and both cities hold a special place in my heart.

Why did you choose Smith School of Business/Queen’s?

I chose Smith School of Business because it was recommended to me by a former PhD student after hearing about my aspirations. It was the best decision of my life!

What has been your favourite experience at Queen’s so far?

It’s impossible to choose just one! If I had to summarize, my favourite experience is still ongoing: working with the incredible people at Queen’s. In particular, working with Prof. Brower has pushed me to explore new methods and ideas I never would have considered on my own. Prof. Cahill and Prof. LaBarge weren’t just supervisors, they were mentors who took me under their wing and shaped my approach to teaching and research. And finally, standing in front of my own Brand Management class for the first time, seeing students engage and challenge ideas was an unforgettable moment.

What are your aspirations after graduation?

I’m excited to be starting as an assistant professor at Laval University (Quebec City). I hope to strengthen ties between Laval and Queen’s by continuing my existing collaborations. Looking further ahead, I’d love to take on a leadership role, such as department chair, to help shape the next generation of scholars.

What is one interesting fact about you?

I’m passionate about the outdoors and love introducing others to it. I’ve taken many of Smith’s international graduate students on fishing and camping trips, helping them connect with Canada’s natural beauty. Many have told me that these experiences made it easier for them to bond with North American peers at conferences.

Research Overview

Narratives for Sale: Conceptualizing and Measuring the Marketplace for Consumer Chatter in a Digital World

Lavy’s research explores how brands navigate and shape the public narratives that unfold across digital spaces. In today’s fast-moving media environment, consumer conversations don’t just respond to marketing, they co-create meaning with it. This work introduces the idea of a Marketplace for Consumer Chatter where cultural relevance, attention, and influence are the currencies of success. By examining high-profile brand campaigns like Nike’s “Dream Crazy”, the research reveals how marketing can activate, redirect, or sometimes misfire within broader societal conversations. Lavy also applies this lens to other areas of public discourse, such as health care trends, showing how consumer narratives can illuminate shifting values, anxieties, and aspirations. This research offers a new way to understand marketing impact through a brand’s ability to engage authentically and adaptively in the stories consumers tell. It equips organizations with the insight to remain agile, not just in strategy, but in cultural participation.