Farrah is pursuing a Ph.D. degree in Marketing, and she is a member of both the Consumer Sensory Innovation Lab (CSIL) and the Center for Neuro Decision Making (CNDM). She holds a bachelor’s degree in Biotechnology from the Sun Yat-Sen University, China, and a master’s degree in Cell and Molecular Biology from the University of Medicine and Dentistry of New Jersey. Prior to joining the Fox School of Business, Farrah acquired extensive experience in cancer research, which led to her later interest in healthcare marketing. After joining the Ph.D. program, she began investigating how sensory input affects consumers’ judgment and decision making. Besides working with faculty members of Fox School of Business, she also collaborates with researchers from other institutes, including University of Oxford and University of Arizona.