Top Publications by Marketing PhD Students and their Current Positions

NameList of Publications

Catherine Yeung 
(Graduated in 2003, CUHK)

  • Ho, Teck-Hua and Catherine Yeung (2014), “Giving Feedback to Clients,” Management Science, 60 (8), 1926-1944.
  • Mukhopadhyay, Anirban and Catherine Yeung (2010), “Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children,” Journal of Marketing Research, 47 (2), 240-250 (authors listed alphabetically).
  • Cheng, Qiu, Yih Hwai Lee, and Catherine Yeung (2009), “Suppressing Feelings: A Double-edged Sword to Consumer Judgment and Choice,” Journal of Consumer Psychology, 19 (3), 427-439.
  • Cheng, Qiu and Catherine Yeung (2008), “Mood and Comparative Judgment: Does Mood Influence Everything and Finally Nothing?” Journal of Consumer Research, 34 (5), 657-669 (authors listed alphabetically).
  • Yeung, Catherine and Dilip Soman (2007), “The Duration Heuristic,” Journal of Consumer Research, 34 (Oct), 315-326.
  • Yeung, Catherine and Dilip Soman (2005), "Attribute Evaluability and the Range Effect,”Journal of Consumer Research, 32 (3), 363-369.
  • Yeung, Catherine and Robert S. Wyer, Jr. (2005), “Does Loving a Brand Mean Loving Its Products? The Role of Brand-Elicited Affect in Brand Extension Evaluations”, Journal of Marketing Research, 42 (4), 495-506.
  • Yeung, Catherine and Robert S. Wyer, Jr. (2004), “Affect, Appraisal, and Consumer Judgments,” Journal of Consumer Research, 31 (2), 412-424.

Iris W. Hung  
(Graduated in 2008, Chinese University of Hong Kong, Shenzhen)

  • Chang, H. Hannah and Iris W. Hung (2018), “Mirror, Mirror on the Retail Wall: Self-focused Attention Promotes Reliance on Feelings in Consumer Decisions,” Journal of Marketing Research, 55 (4), 586-599.
  • Hung, Iris W. and Anirban Mukhopadhyay (2012), “Lenses of the Heart: How Actors' Vs. Observers' Perspectives Influence Emotional Experiences,” Journal of Consumer Research38 (6), 1103-1115.
  • Pham, Michel T., Iris W. Hung, and Gerald J. Gorn (2011), “Relaxation increases Monetary Valuations,” Journal of Marketing Research48 (5), 814-826.
  • Hung, Iris W. and Aparna A. Labroo (2011), “From Firm Muscles to Firmed Willpower: Understanding The Role of Embodied Cognition in Self-Regulation,” Journal of Consumer Research, 37(6), 1046-1064.
  • Hung, Iris W. and Robert S. Wyer, Jr. (2011), “Shaping Consumer Imaginations: The Role of Self-focused Attention in Product Evaluations,” Journal of Marketing Research, 48 (2), 381-392.
  • Hung, Iris W. and Robert S. Wyer, Jr. (2009), “Differences in Perspectives and the Influence of Charitable Appeals: When Imagining Oneself as the Victim is Not Always Beneficial,” Journal of Marketing Research, 46 (3), 421-434.
  • Hung, Iris W. and Robert S. Wyer, Jr. (2008), “The Role of Implicit Theory in Responses to Problem-solving Advertisements,” Journal of Consumer Psychology, 18 (3), 223-235.
  • Wyer, Robert S. Jr., Iris W. Hung, and Yuwei Jiang (2008), “Visual and Verbal Processing Strategies in Comprehension and Judgment,” Journal of Consumer Psychology (Invited Target Article), 18 (4), 244-257 (The top 20 most cited articles at Journal of Consumer Psychology between 2006 to 2011).
  • Wyer, Robert S. Jr., Yuwei Jiang, and Iris W. Hung (2008), “Visual and Verbal Information Processing in a Consumer Context: Further Considerations,” Journal of Consumer Psychology, 18 (4), 276-280.
MAK, Wah Sung Vincent
(Graduated in 2008, University of Cambridge)


  • Mak, V., Seale, D.A., Rapoport, A. and Gisches, E.J. (2019) “Voting rules in sequential search by committees: theory and experiments,” Management Science, 65(9): 3949-4450 (DOI: 10.1287/mnsc.2018.3146).
  • Schlapp, J., Oraiopoulos, N. and Mak, V. (2015) “Resource allocation decisions under imperfect evaluation and organizational dynamics,” Management Science, 61(9): 2013-2280 (DOI: 10.1287/mnsc.2014.2083).

Hao Shen  
(Graduated in 2008, CUHK)

  • Yu, Shubin, Jill Xiong, and Hao Shen (2024), “The Rise of Chatbots: The Effect of Using Chatbot Agents on Consumers’ Responses to Request Rejection,” Journal of Consumer Psychology, 34 (1) 35-49.
  • Shen, Hao and Jaideep Sengupta (2018), “Word of Mouth Versus Word of Mouse: Speaking about a Brand Connects You to it More than Writing Does,” Journal of Consumer Research, 45 (3), 595-614.
  • Jia, Yanli, Yunhui Huang, Robert S. Wyer and, Hao Shen (2017), “Physical Proximity Increases Persuasive Effectiveness through Visual Imagery,” Journal of Consumer Psychology, 27 (4), 435-447.
  • Rong, Chen, Xiaobing Xu and Hao Shen (2017), “Go beyond just paying: Effects of payment method on level of construal,” Journal of Consumer Psychology, vol. 27 no. 2, pp. 207-217. (Equal authorship)
  • Shen, Hao, Meng Zhang, and Aradhna Krishna (2016), “Computer Interfaces and the “Direct-Touch” Effect: Can iPads Increase the Choice of Hedonic Food?”Journal of Marketing Research, Oct, pp. 745-758. (Equal authorship)
  • Shen, Hao and Akshay Rao (2016), “Looks good to me: how eye movements influence product evaluation,” Journal of Consumer Psychology, pp. 435-40
  • Shen, Hao and Jaideep Sengupta (2014), "The Crossmodal Effect of Attention on Preferences: Facilitation vs. Impairment," Journal of Consumer Research, 40 (5), 885-903.
  • Xu, Jing, Hao Shen, and Robert S. Wyer (2012), "Does the Distance Between us Matter? Influences of Physical Proximity to Others on Consumer Choice," Journal of Consumer Psychology, Vol. 22, pp. 418-423.
  • Cai, Fengyan, Hao Shen, and Michael King-man Hui (2012), "The Effect of Location on Price Estimation: Understanding Number-Location and Number-Order Associations," Journal of Marketing Research, 49 (5), 718-724.
  • Shen, Hao, Yuwei Jiang, and Rashmi Adaval (2010), ”Contrast and Assimilation Effects of Processing Fluency,” Journal of Consumer Research, 36, 876-888.
  • Shen, Hao and Robert S. Wyer, Jr. (2010), “The Effect of Past Behavior on Variety Seeking: Automatic and Deliberative Influences,” Journal of Consumer Psychology, 20, 33-42.
  • Shen, Hao and Robert S. Wyer, Jr. (2008), “Procedural Priming and Consumer Judgments: Effects on the Impact of Positively and Negatively Valenced Information,” Journal of Consumer Research, 34, 727-737.
  • Shen, Hao and Robert S. Wyer, Jr. (2008), “The Impact of Negative Affect on Responses to Affect-Regulatory Experiences,” Journal of Consumer Psychology, 18 (1), 39-48.

Elaine Chan   
(Graduated in 2009, Nanyang Technological University)

  • Briers, Barbara, Young E. Huh, Elaine Y. L. Chan, and Anirban Mukhopadhyay (2024), “Intergenerational Effects of Lay Beliefs: How Parents’ Unhealthy = Tasty Intuition Influences Their Children's Food Consumption and Body Mass Index,” Journal of Consumer Research, 50 (6), 1074–1096.
  • Chan, Elaine (2022), “Can Social Comparison Motivate Satisficers? The Role of Input versus Output in Upward Social Comparison,” Journal of Consumer Psychology, 32 (4), 664-671.
  • Chan, Elaine and Barbara Briers (2019), "It’s the End of the Competition: When Social Comparison is Not Always Motivating for Goal Achievement," Journal of Consumer Research, 46 (2), 351–370.
  • Chan, Elaine and Jaideep Sengupta, (2013) “Observing Flattery: A Social Comparison Perspective,” Journal of Consumer Research, 40 (4) 740-758.
  • Chan, Elaine, Jaideep Sengupta, and Anirban Mukhopadhyay (2013), "The Antecedents of Anticipatory Purchase: Reconciling the Two Routes to Optimism," Journal of Consumer Psychology, 23 (1), 90-105.
  • Chan, Elaine and Anirban Mukhopadhyay (2010), “When Choosing Makes a Good Thing Better: Temporal Variations in the Valuation of Hedonic Consumption,” Journal of Marketing Research, 47 (3), 497-507.
  • Chan, Elaine and Jaideep Sengupta (2010), “Insincere Flattery Actually Works: A Dual Attitudes Perspective,” Journal of Marketing Research, 47 (1), 122-33.

Yuwei Jiang  
(Graduated in 2009, HK PolyU)

    • Fan, Linying (Sophie), Derek Rucker, and Yuwei Jiang (2023), “Power and Need-for-Justification: Asymmetrical Effects on Senders and Receivers in Marketing Communications,” Journal of Consumer Research, 50 (2),  236-254.
    • He, Dongjin, Yuwei Jiang, and Gerald J. Gorn (2022), “Hiding in the Crowd: Secrecy Compels Consumer Conformity,” Journal of Consumer Research
      48 (6), 1032-1049.
    • Su, Lei, Alokparna (Sonia) Monga* , and Yuwei Jiang* (2021), “How Life-Role Transitions Shape Consumer Responses to Brand Extensions,” Journal of Marketing Research, 58(3), 579-594.
    • Su, Lei , Echo Wen Wan, and Yuwei Jiang (2019), “Filling an Empty Self: The Impact of Social Exclusion on Consumer Preference for Visual Density,” Journal of Consumer Research, 46 (4), 808–824.
    • Fan, Linying (Sophie), Xueni (Shirley) Li, and Yuwei Jiang (2019), "Room for Opportunity: Resource Scarcity Increases Attractiveness of Range Marketing Offers," Journal of Consumer Research, 46 (1), 82–98.
    • Huang, Zhongqiang (Tak), Xun (Irene) Huang, and Yuwei Jiang (2018), “The Impact of Death-Related Media Information on Consumer Value Orientation and Scope Sensitivity,” Journal of Marketing Research, 55, 432-445.
    • Su, Lei, Yuwei Jiang, Zhansheng Chen, and C. Nathan DeWall (2017), “Social Exclusion and Consumer Switching Behavior: A Control Restoration Mechanism,” Journal of Consumer Research, 44, 99-117.
    • Si, Kao , and Yuwei Jiang (2017), “Bidirectional Contrast Effects between Taste Perception and Simulation: A Simulation-Induced Adaptation Mechanism,” Journal of Consumer Psychology, 27, 49-58.
    • Jiang, Yuwei, Gerald J. Gorn, Maria Galli, and Amitava Chattopadhyay (2016), “Does Your Company Have the Right Logo? How and Why Circular and Angular Logo Shapes Influence Brand Attribute Judgments,” Journal of Consumer Research, 42(5), 709-726
    • Jiang, Yuwei, Rashmi Adaval, Yael Steinhart, and Robert S. Wyer Jr. (2014), "Imagining Yourself in the Scene: The Interactive Effects of Goal-driven Self-imagery and Visual Perspectives on Consumer Behavior,” Journal of Consumer Research, 41 (2), 418-435.
    • Jiang, Yuwei, Lingjing Zhan, and Derek D. Rucker (2014), "Power and Action Orientation: Power as a Catalyst for Consumer Switching Behavior," Journal of Consumer Research, 41(1), 183-196.
    • Duclos, Rod, Echo Wen Wan, and Yuwei Jiang (2013), "Show Me the Honey! Effects of Social Exclusion on Financial Risk-taking," Journal of Consumer Research, 40 (1), 122-135.
    • Shen, Hao, Yuwei Jiang, and Rashmi Adaval (2010), “Contrast and Assimilation Effects in Processing Fluency,” Journal of Consumer Research, 36 (5), 876-889.
    • Jiang, Yuwei, Angela Cho, and Rashmi Adaval (2009), “The Unique Consequences of Feeling Lucky: Implications for Consumer Behavior,” Journal of Consumer Psychology, 19 (2), 171-184.
    • Gorn, Gerald J., Yuwei Jiang, and Gita V. Johar (2008), “Babyfaces, Trait Inferences, and Company Evaluations in a Public Relations Crisis,” Journal of Consumer Research, 35 (June), 36-49.
    • Wyer, Robert S. Jr., Iris W. Hung, and Yuwei Jiang (2008), “Visual and Verbal Processing Strategies in Comprehension and Judgment,” Journal of Consumer Psychology, 18 (4), 244-257. (Top 10 cited article in JCP, 2005-2010).
    • Wyer, Robert S. Jr., Yuwei Jiang, and Iris W. Hung (2008), “Visual and Verbal Information Processing in a Consumer Context: Further Considerations,” Journal of Consumer Psychology, 18 (4), 276-280.

    Yi Zhao   
    (Graduated in 2010, Georgia State University)

    • Sarang, Sunder, V. Kumar and Yi Zhao (2016), “Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods Industry,” Journal of Marketing Research, 53 (6), 901-921.
    • Shah, Denish, V. Kumar and Yi Zhao (2015), “Diagnosing Brand Performance: Accounting for the Dynamic Impact of Product Availability With Aggregate Data,” Journal of Marketing Research, 52 (2), 147-165.
    • Zhao, Yi, Sha Yang, Vishal Narayan, and Ying Zhao (2013), "Modeling Consumer Learning from Online Product Reviews," Marketing Science, 32 (1), 153-169.
    • Zhao, Yi, Ying Zhao, and Kristiaan Helsen (2011), “Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis,” Journal of Marketing Research, April, 255-267.
    • Yang, Sha, Yi Zhao, Tülin Erdem, and Ying Zhao (2010), “Modeling the Intra-Household Behavioral Interaction,” Journal of Marketing Research, 47 (3), 470-484.
    • Yang, Sha, Yi Zhao, and Ravi Dhar (2010), “Modeling the Under-Reporting Bias in Panel Survey Data,” Marketing Science, 29 (3), 525-539.
    • Zhao, Yi, Ying Zhao, and Inseong Song (2009), “Predicting New Customers’ Risk Type in the Credit Card Market,” Journal of Marketing Research, 46 (4), 506-517.

    Dengfeng Yan  
    (Graduated in 2012, NYU Shanghai)

    • Yan, Dengfeng and Jaideep Sengupta (2021), “The Effects of Numerical Divisibility on Loneliness Perceptions and Consumer Preferences,” Journal of Consumer Research, 47, 755-771.

    • Yan, Dengfeng (2019), “Subtraction or Division: Evaluability Moderates Reliance on Absolute Differences Versus Relative Differences in Numerical Comparisons,” Journal of Consumer Research, 45 (5), 1103–1116.

    • Yan, Dengfeng and Jorge Pena-Marin (2017), "Round Off the Bargaining: The Effects of Offer Roundness on Willingness to Accept," Journal of Consumer Research, 44 (2), 381–395.
    • 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.
    • Yan, Dengfeng (2016), "Numbers Are Gendered: The Role of Numerical Precision," Journal of Consumer Research, 43 (2), 303-316.
    • Yan, Dengfeng and Alex S. Tsang (2016), "Spoiler Effect Misforecasted: Underlying Mechanism and Boundary Conditions," Journal of Consumer Psychology, 26 (1) pp. 81-90.
    • Yan, Dengfeng and A V Muthukrishnan (2014), "Killing Hope with Good Intention: Effects of Consolation Prizes on Preferences for Lottery Promotions," A.V. Muthukrishnan, Journal of Marketing Research, 51(2), 198-204.
    • Yan, Dengfeng, Jaideep Sengupta, and Robert S. Wyer (2014), "Package Size and Perceived Quality: The Intervening Role of Unit Price Perceptions", Journal of Consumer Psychology, 24 (1), 4-17.
    • Yan, Dengfeng and Jaideep Sengupta (2013), “The Influence of Base Rate and Case Information on Health Risk Perceptions: A Unified Model of Self-Positivity and Self-Negativity,” Journal of Consumer Research, 39 (5), 931-946.
    • Yan, Dengfeng and Jaideep Sengupta (2011), “Effects of Construal Level on the Price-Quality Relationship,” Journal of Consumer Research, 38 (2), 376-389.

    Xi Chen
    (Graduated in 2013, Erasmus University)

    • Chen, Xi, Ralf van der Lans and Michael Trusov (2021), “Efficient Estimation of Network Games of Incomplete Information: Application to Large Online Social Networks,” Management Science, 67(12), 7575-7598.

    • Chen, Xi, Ralf van der Lans, Tuan Q. Phan (2017) “Uncovering the Importance of Relationship Characteristics in Social Networks: Implications for Seeding Strategies,” Journal of Marketing Research, 54(2), 187-201. 

    Fangyuan Chen
    (Graduated in 2015, University of Macau)

    • Lei, Su, Jaideep Sengupta, Yiwei Li, and Fangyuan Chen (2024), “‘Want’ versus ‘Need’: How Linguistic Framing Influences Responses to Crowdfunding Appeals,” Journal of Consumer Research, 50 (5), 923-944.
    • Chen, Fangyuan., Huang, S. (2023), "Robots or humans for disaster response? Impact on consumer prosociality and possible explanations," Journal of Consumer Psychology, 33 (2), 432-440.
    • Chen, Fangyuan, Jaideep Sengupta, and Frank Zheng (2023), “When Products Come Alive: Interpersonal Communication Norms Induce Positive Word of Mouth for Anthropomorphized Products,” Journal of Consumer Research, 49(6), 1032-1052.
    • Chen, Fangyuan, Rocky Peng Chen, Li Yang (2020), “When Sadness Comes Alive, Will It Be Less Painful? The Effects of Anthropomorphic Thinking on Sadness Regulation and Consumption,” Journal of Consumer Psychology, 30(2), 277-295.
    • Chen, Fangyuan and Robert S. Wyer (2015), “The Effects of Affect, Processing Goals, and Temporal Distance on Information Processing: Qualifications on Temporal Construal Theory,” Journal of Consumer Psychology, 25(2), 326-332.
    • Chen, Fangyuan and Jaideep Sengupta (2014), “Forced to be Bad: The Positive Impact of Low-Autonomy Vice Consumption on Consumer Vitality,” Journal of Consumer Research, 41(4), 1089-1107.

    Geetanjali Saluja
    (Graduated in 2015, University of Technology Sydney)

    • Kwon, Mina, Geetanjali Saluja and Rashmi Adaval (2015), "Who said what: The effects of cultural mindsets on perceptions of endorser-message relatedness," Journal of Consumer Psychology, 25 (3), 389-403 (Equal authorship).

    Yimin Chen
    (Graduated in 2016, Monash University)

    • Cheng, Yimin, Anirban Mukhopadhyay, and Patti Williams (2020), “Smiling Signals Intrinsic Motivation,” Journal of Consumer Research, 46, 5 (February), 915-935.
    • Cheng, Yimin, Anirban Mukhopadhyay, and Rom Y. Schrift (2017), “Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences the Cost-Benefit Heuristic in Goal Pursuit,” Journal of Marketing Research, 54, 4 (August), 636-649.

    Qiang Zhang
    (Graduated in 2018, The Chinese University of Hong Kong, Shenzhen)

    • Jia, He, Yunhui Huang, Qiang Zhang, Zhengyu Shi, and Ke Zhang (2024), “Final Price Neglect in Multi-Product Promotions: How Non-Integrated Price Reductions Promote Higher-Priced Products,” Journal of Consumer Research, 50 (6), 1097-1116. 
    • Zhang, Qiang, Wenbo Wang, and Yuxin Chen (2020) “In-Consumption Social Listening with Moment-to-Moment Unstructured Data: The Case of Movie Appreciation and Live Comments,” Marketing Science, 39 (2), 285-295, Lead Article (authorship in reverse alphabetical order).
      - One of the few selected in Marketing Science Frontiers

    Yunhui Huang
    (Graduated in 2018,
    Hong Kong Baptist University)

    • Jia, He, Yunhui Huang, Qiang Zhang, Zhengyu Shi, and Ke Zhang (2024), “Final Price Neglect in Multi-Product Promotions: How Non-Integrated Price Reductions Promote Higher-Priced Products,” Journal of Consumer Research, 50 (6), 1097-1116. 
    • Huang, Yunhui and Jaideep Sengupta (2020), “The Influence of Disease Cues on Preference for Typical versus Atypical Products,” Journal of Consumer Research,  47 (3), 393–411. 
    • Jin, Liyin and Yunhui Huang (2019), “How Power States Influence the Persuasiveness of Top- dog vs. Underdog Appeals,” Journal of Consumer Psychology, 29 (2), 243-61.

    Shi Wang
    (Graduated in 2019, The Ohio State University)

    • Wang, Sherry Shi and Ralf van der Lans (2018), “Modeling Gift Choice: The Effect of Uncertainty on Price Sensitivity,” Journal of Marketing Research, 55(4), 524-540.
      - Runner up of 2019 Don Lehmann Award for best dissertation-based article published in JM or JMR

    Jingshi Liu
    (Graduated in 2020, City, University of London)

    Ziwei Cong
    (Graduated in 2022, Georgetown University)

    • Liu, Jia and Ziwei Cong (2023), "The Daily Me versus The Daily Others: How Do Recommendation Algorithms Change User Interests? Evidence from a Knwoledge-Sharing Platform," Journal of Marketing Research, 60 (4), 767-791.
      - Featured in “My Journal Read” by American Marketing Association


    Huidi Lu
    (Graduated in 2022, NEOMA Business School)