Professor Letty Kwan is an Assistant Professor in the Department of Psychology at The Chinese University of Hong Kong, where she specializes in Consumer Psychology, Marketing Management, and Social Entrepreneurship. With a rich background that includes serving as a research fellow in Asian Consumer Insight in Singapore, she has applied her research findings to develop practical solutions for businesses. Her academic focus lies at the intersection of culture, creativity, and consumer behavior, exploring how these elements influence purchasing decisions and marketing strategies. Prof. Kwan has contributed to the field through numerous publications in prestigious journals such as Organizational Behavior and Human Decision Processes (OBHDP), Journal of Cross-Cultural Psychology (JCCP), and Journal of Organizational Behavior (JOB). Her expertise not only enriches the academic community but also provides valuable insights for companies navigating the complexities of consumer dynamics in a globalized market.