Beibei Li is the Professor of IT and Management. She received her PhD with distinction from Leonard N. Stern School of Business at NYU. Beibei’s research interests lie at the intersection between social and technical aspects of information technology. She is especially interested in the interaction between human decisions and recent technological disruptions in the markets. Specifically, the ubiquitous adoption and usage of mobile, web and sensor technologies today have completely changed the way individuals behave and make decisions. These technologies have led to the pervasive digitization of individual behavior across digital and physical environments at a very fine-grained level. This information provides us with a new lens through which we can better monitor, understand, and optim...