Directory

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RESEARCH INTERESTS

• Consumer information processing
• Aging consumers
• Sustainable consumer behavior

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ONGOING GRANTS

• Empowering an Inclusive, Age-Friendly Silver Economy in Hong Kong: From Longitudinal Evidence to Intergenerational Multi-stakeholder Action”, Hong Kong Research Grant Hong Kong Research Grants Council, STG3/H-505/26-N, HK$18,478,000, Co-Principle Investigator, 2026
• Understanding and Reducing the Psychological Barriers to Second-Hand Consumption,” Hong Kong Research Grants Council GRF16500924, HK$371,583, Principal Investigator, 2024

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PUBLICATIONS

• Dengfeng, Yan, Suhas Vijayakumar, and Jiewen Hong (2024), “The Effects of Psychological Distance on the Diagnosticity of Digits to the Left versus Right of a Separator,” Journal of Marketing Research, 61(6), December, 1171-1182.
• Liu, Joyce Jingshi, Amy Dalton, and Jiewen Hong (2019), “The Double-Edged Sword of Social Signaling: Antecedents and Consequence of Mixed Emotions in Counterfeit Brand Consumption”, in The Art and Science of Luxury: An Asian Perspective, eds. Srinivas K. Reddy and Jin K. Han, Singapore: Singapore Management University, 117–27.
• Wang, Jing, Hong Jiewen, and Rongrong Zhou (2018), “How Long Did I Wait? The Effect of Construal Levels on Consumers’ Wait Duration Judgments,” Journal of Consumer Research, 45 (1), 169-184 (Equal authorship).
• Yan, Dengfeng, Jaideep Sengupta, and Jiewen Hong (2016), "Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode," Journal of Consumer Research, 43 (4), 598-613.
• Hong, Jiewen and Hannah H. Chang (2015), “I Follow My Heart and We Rely on Reasons: The Impact of Self-Construal on Reliance on Feelings versus Reasons in Decision Making,” Journal of Consumer Research, 41 (April), 1392-1411 (Equal authorship).
• Jiang, Yuwei and Jiewen Hong (2014), “It Feels Fluent, But Not Right: The Interactive Effect of Expected and Experienced Processing Fluency on Evaluative Judgment,” Journal of Experimental Social Psychology, 54, 147-152 (Equal authorship).
• Hong, Jiewen and Yacheng Sun (2012), “Warm It Up with Love: The Effect of Physical Coldness on Liking of Romance Movies,” Journal of Consumer Research, 39 (August), 293-306.
• Hong, Jiewen and Angela Y. Lee (2010), “Feeling Mixed but Not Torn: The Moderating Role of Construal Level in Mixed Emotions Appeals,” Journal of Consumer Research, 37 (October) 456-472.
• Hong, Jiewen and Brian Sternthal (2010), “The Effects of Consumer Prior Knowledge and Processing Strategies on Judgments,” Journal of Marketing Research, 2010, 47, 301-311.
• Wan, Echo Wen, Jiewen Hong, and Brian Sternthal (2009), “The Effect of Regulatory Orientation and Decision Strategy on Brand Judgments,” Journal of Consumer Research, 35 (April), 1026-1038 (co-authored with (Equal authorship).
• Hong, Jiewen, and Angela Y. Lee (2008), “Be Fit and Be Strong: Mastering Self-Regulation through Regulatory Fit,” Journal of Consumer Research, 34 (February), 682-695 (Equal authorship).
• Hamilton, Ryan P., Jiewen Hong, and Alexander Chernev (2007), "Perceptual Focus Effects in Choice,” Journal of Consumer Research, 34 (August), 187-199.

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BOOK CHAPTERS

• Liu, Joyce Jingshi, Amy Dalton, and Jiewen Hong (2019), “The Double-Edged Sword of Social Signaling: Antecedents and Consequence of Mixed Emotions in Counterfeit Brand Consumption”, in The Art and Science of Luxury: An Asian Perspective, eds. Srinivas K. Reddy and Jin K. Han, Singapore: Singapore Management University, 117–27.
• Wyer, Robert S. and Jiewen Hong (2010), “Chinese Consumer Behavior: The Effects of Content, Process and Language,” in Oxford Handbook of Chinese Psychology, 2nd edition, ed. M. Harris Bond, New York, NY: Oxford University Press, 623–639.