Hui-Yi Lo is an Associate Professor of Marketing at National Chung Hsing University. She holds a PhD in Psychology from University College London in the UK (2008). Her research mainly focuses on experimental and theoretical consumer psychology, particularly in shopping disorder, consumption, risk perception, communication, e-commerce, behavioral economics, judgment, and decision-making. She is also interested in technology innovation relevant studies including service innovation, service design, and gerontechnology. She is the author of more than several articles published in peer-reviewed journals over the past decade, and her work has been accepted for publication by such journals as the Journal of Advertising, the International Journal of Mental Health and Addiction, the Journal of Electronic Commerce Research, Marketing Letters, and the Journal of Behavioral Addictions.