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He is an Associate Dean and also working as a Professor of Applied Psychology in Southwest University, china. His international experience includes various programs, contributions and participation in different countries for diverse fields of study. He is a recipient of many awards and grants for his valuable contributions and discoveries in major area of research. He is the Editor-in-Chief/Editorial Board Member of many peer reviewed journals and his area of expertise credits him with many publications in national and international journals. He is committed to highest standards of excellence and it proves through his authorship of many books.
His research interests focus on consumer behavior, economic psychology and community mental health services, with emphasis on neural processes of decision-making in consumer behavior.