Department of Marketing

UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. Our work contributes towards the following SDG(s):

SDG 1 No Poverty
SDG 3 Good Health and Well-being
SDG 5 Gender Equality
SDG 8 Decent Work and Economic Growth
SDG 9 Industry, Innovation, and Infrastructure
SDG 10 Reduced Inequalities
SDG 11 Sustainable Cities and Communities
SDG 12 Responsible Consumption and Production
SDG 15 Life on Land
SDG 16 Peace, Justice and Strong Institutions

Eva Christina BUECHEL
- buechelusthk
- Department of Marketing - Assistant Professor
Person: HKUST Staff
20132025
Qihui CHEN, 陳啟慧
- qihuichenusthk
- Department of Marketing - Assistant Professor
Person: HKUST Staff
20232025
Amy Nicole DALTON
- mkamyusthk
- Department of Marketing - Associate Professor
Person: HKUST Staff
20052024
Francesco GABRIELE
- fgabrieleusthk
- Department of Marketing - Assistant Professor
Person: HKUST Staff
Tianyu HAN, 韓天羽
- tianyuhanusthk
- Department of Marketing - Assistant Professor
Person: HKUST Staff
20152025
Jiewen HONG, 洪潔雯
- mkjiewenusthk
- Department of Marketing - Head and Professor
Person: HKUST Staff
20072024
Han Young JUNG
- hanyoungjungusthk
- Department of Marketing - Assistant Professor
Person: HKUST Staff
20192024
Song LIN, 林松
- mksonglinusthk
- Department of Marketing - Associate Professor
Person: HKUST Staff
20152026
Jia LIU, 劉佳
- jialiuusthk
- Department of Marketing - Associate Professor
- Department of Industrial Engineering and Decision Analytics - Associate Professor
Person: HKUST Staff
20182026

15 Active
27 Finished

AIGC: Prompt Engineering for Content Marketing
LIU, J. (CoI) & WANG, W. (PI)
RGC - General Research Fund
1/01/26 → 31/12/28
Project: Research
Marketing
LIU, J. (PI)
National Natural Science Foundation of China
1/01/26 → 31/12/28
Project: Research
How Perceived Social Mobility Affects Charitable Donations: A Helping Motivation Perspective
CHEN, Q. (PI)
RGC - Early Career Scheme
1/12/25 → 31/05/27
Project: Research
Investigating the Role of New Products for Customer Retention
LIN, C. (CoI) & SHI, M. (PI)
RGC - General Research Fund
1/09/25 → 31/08/27
Project: Research
Enhancing Hong Kong's Role in Sustainable Supply Chain Finance via Technology Transformation
LIU, G. (CoPI), YAN, H. (CoPI), QI, X. (CoPI), LYU, G. (CoPI), ZHENG, S. (CoPI), LIU, J. (CoPI), ZHANG, J. (PI), QI, J. (CoPI), LI, J. (CoPI), JIANG, J. (CoPI), LUO, Y. (CoPI), LI, J. (CoPI), WANG, L. (CoPI), CHEN, K. (CoPI), DAI, M. (CoPI), LIU, Q. (CoPI), SO, H. Y. R. (CoPI), ZHAN, R. (CoPI), ZHANG, R. Q. (CoPI), JIANG, W. (CoPI), ZHANG, X. (CoPI), WANG, Y. (CoPI) & SHEN, Y. (CoPI)
RGC - Theme-based Research Scheme
1/01/25 → 31/12/29
Project: Research
Modeling the Evolvement of Multi-User Activities on Content Platforms for Data Visualization
LIU, J. (PI)
RGC - General Research Fund
1/01/25 → 31/12/27
Project: Research
Using Eye Movements to Uncover Preference Heterogeneity from Single Choice Data
PIETERS, R. (CoI), MARTINOVICI, A. (CoI) & VAN DER LANS, R. (PI)
RGC - General Research Fund
1/10/24 → 30/09/27
Project: Research
Understanding and Reducing the Psychological Barriers to Second-Hand Consumption
HONG, J. (PI)
RGC - General Research Fund
1/10/24 → 30/09/26
Project: Research
Shopping Addiction
SHI, Z. (PI) & LIU, X. (CoI)
RGC - General Research Fund
1/09/24 → 31/08/27
Project: Research

12315 Citations
199 Journal Article
157 Conference Paper
22 Book Chapter
10 Review article
More

A reporting checklist for large language models in behavioural science
Feuerriegel, S., Barrie, C., Crockett, M. J., Globig, L. K., McLoughlin, K. L., Mirea, D. M., Spirling, A., Yang, D., Althoff, T., Antoniak, M., Argyle, L. P., Ashokkumar, A., Atari, M., Bailey, H., Bauer, K., Bhatt, U., Chai, Y., Chakraborty, T., Chandra, Y. & Chen, H. & 61 others, Daumé, H., De Francisci Morales, G., Dehghani, M., Dillion, D., Eichstaedt, J. C., Forster, K., Geissler, D., Gray, K., Griffiths, T. L., Jochen, H., Hauser, O. P., He, J. K., Hemrajani, R., Holzmeister, F., Hwang, A. H. C., Hu, T., Ivanova, A. A., Köbis, N., Kyrychenko, Y., Lakkaraju, H., Liu, J., Maarouf, A., Maier, S., Meincke, L., Mihalcea, R., Mittelstadt, B., Mohammad, S. M., Naaman, M., Netzer, O., Oh, A., Ong, D. C., Pierri, F., Plank, B., Rahwan, I., Rahwan, T., Rao, P. S. B., Robertson, C. E., Rothschild, D. M., Salganik, M. J., Schulz, E., Shah, C., Shrestha, Y. R., Shutova, E., Siegel, A. A., Simchon, A., Sun, H., Toetzke, M., Van Bavel, J. J., Vaccaro, M., Wortman Vaughan, J., Vayena, E., Vaz-de-Melo, P. O. S., Vecchione, B., Wang, A., West, R., Willer, R., Wulff, D. U., Zhang, R., Zhang, S., Rathje, S. & Horta Ribeiro, M., 9 Jun 2026, In: Nature Human Behaviour. 5 p.
Research output: Contribution to journal › Comment/debate
Deep Reinforcement Learning for Online Assortment Customization: A Data-Driven Approach
LI, T., Wang, C., Wang, Y., Tang, S. & Chen, N., Feb 2026, In: Production and Operations Management. 35, 2, p. 665-684 20 p.
Research output: Contribution to journal › Journal Article › peer-review

Open Access
Dynamic Effects of TV Ad Suspension on Keyword Search: Evidence from the U.S. Telecom Industry
Liu, J., Hill, S. & Rothschild, D., Mar 2026, In: Journal of Marketing. 90, 2, p. 73-95 23 p.
Research output: Contribution to journal › Journal Article › peer-review
Information Design of Online Platform
Tony Ke, T., LIN, S. & Lu, M. Y., 15 Jun 2026, (E-pub ahead of print) In: Management Science .
Research output: Contribution to journal › Journal Article › peer-review
Price Caps by Matching Platforms: The Case of Ticket Resales
HE, D. & LIN, S., May 2026, In: Marketing Science. 45, 3, p. 515-533 19 p.
Research output: Contribution to journal › Journal Article › peer-review
Splurging with Alexa: How voicebots increase product upgrades
Park, S. K., Han, Y. & Sela, A., 2026, In: Marketing Letters. 37, 1, 9.
Research output: Contribution to journal › Journal Article › peer-review
Unraveling Multifaceted User Preferences on Digital Platforms: A Bayesian Deep-Learning Approach
Yin, M., Cong, Z. & LIU, J., 21 Apr 2026, (E-pub ahead of print) In: Marketing Science.
Research output: Contribution to journal › Journal Article › peer-review
An Empirical Model of Endogenous Attention
HAN, T., Tony Ke, T. & Villas-Boas, J. M., 1 Sept 2025, 42 p.
Research output: Working paper
Consumer Moral Decision Making: The Impact of Alignable Versus Nonalignable Differences
Park, S. K., Cho, Y. J., Kim, J., Lee, J. Y. & Park, J., 1 Aug 2025, In: Journal of Consumer Research. 52, 2, p. 288-307 20 p., ucae065.
Research output: Contribution to journal › Journal Article › peer-review

Open Access
6 Link opens in a new tab Citations (Scopus)

75 Editorial work
18 Contributed
15 Invited
3 Keynote
More
- 3 Plenary

Detachment policies as marketplace signals
BUECHEL, E. C. (Invited speaker) & Solinas, E. (Contributor)
13 Jun 2026
Activity: Talk or presentation › Contributed
Child-Interest-Oriented vs. Society-Demand-Oriented: How Parents’ Political Ideology Affects Their Purchases of Educational Product
CHEN, Q. (Invited speaker), Wu, Y. (Contributor), Shepherd, S. (Contributor) & Li, Y. (Contributor)
27 Mar 2026
Activity: Talk or presentation › Invited
Child-Interest-Oriented vs. Society-Demand-Oriented: How Parents’ Political Ideology Affects Their Purchases of Educational Product
CHEN, Q. (Invited speaker), Wu, Y. (Contributor), Shepherd, S. (Contributor) & Li, V. (Contributor)
26 Mar 2026 → 29 Mar 2026
Activity: Talk or presentation › Contributed
Cost Misperception: The Impact of Misunderstanding Credit Card Debt Expenses
HAN, T. (Invited speaker)
4 Jan 2026
Activity: Talk or presentation › Contributed
Cost Misperception: The Impact of Misunderstanding Credit Card Debt Expenses
HAN, T. (Invited speaker)
4 Jan 2026
Activity: Talk or presentation › Plenary
Cost Misperception: The Impact of Misunderstanding Credit Card Debt Expenses
HAN, T. (Invited speaker)
4 Jan 2026
Activity: Talk or presentation › Contributed
Aging in the Metaverse: Managerial–Consumer Asymmetry on the Acceptance of Older Virtual Influencers
FANG, L. (Speaker)
2026
Activity: Talk or presentation › Contributed
Product Size and Repair Decisions
FANG, L. (Speaker)
2026
Activity: Talk or presentation › Contributed
An Empirical Model of Endogenous Attention
HAN, T. (Invited speaker)
14 Dec 2025
Activity: Talk or presentation › Invited

Best Faculty in the Kellogg-HKUST EMBA Program, 2025-2026
SENGUPTA, J. (Recipient), 2026
Prize: Honorary Award
Best paper award at the 2025 Asian-Pacific Marketing Academy Conference
LIU, J. (Recipient), Kawaguchi, K. (Recipient) & Li, T. (Recipient), May 2025
Prize: Best Paper Award and Prize
Franklin Prize for Teaching Excellence - Winner
PARK, S. K. (Recipient), May 2025
Prize: Honorary Award
Selected “SBM Star Faculty"
SENGUPTA, J. (Recipient), 2025
Prize: Honorary Award
The Franklin Prize for Teaching Excellence - Winner
PARK, S. K. (Recipient), May 2025
Prize: Honorary Award
The Franklin Prize of Teaching Excellence - Winner
PARK, S. K. (Recipient), May 2025
Prize: Honorary Award
Understanding Demand Structure in the Two-Sided Markets: A Network-Based Revenue Analysis Approach
WANG, Y. (Recipient), May 2025
Prize: Best Paper Award and Prize
Young Scientists Program Scholarship 2024/25
SUN, X. (Recipient), Mar 2025
Prize: Others
2023 ISMS Doctoral Dissertation Early-Stage Research Grants
CAO, C. (Recipient), Jan 2024
Prize: Other Research Award and Prize

Aerial rock-and-walk : an archeology inspired heavy object transportation technique using aerial robots
XU, P. (Author), SEO, J. (Supervisor), SHEN, S. (Supervisor) & WANG, W. (Supervisor), 2021
Student thesis: Master's thesis
Affect, appraisal and consumer judgment
Yeung, W. M. (Author), 2003
Student thesis: Doctoral thesis
All that luxury is not luxurious : how involving artificial intelligence backfires in the context of luxury goods
CHEN, X. (Author), SENGUPTA, J. (Supervisor), 2021
Student thesis: Master's thesis
A motivational account of product anthropomorphism : effects on product perceptions and consumer states
Chen, F. (Author), 2014
Student thesis: Doctoral thesis
An essay on how feeling poor heightens consumers’ need to be heard and increases the extremity of attitude expression on financially unrelated issues
YANG, W. (Author), ADAVAL, R. (Supervisor) & Kim, C. (Supervisor), 2021
Student thesis: Doctoral thesis
An essay on intergenerational word of mouth and its impact on product perception
VIJAYAKUMAR, S. (Author), MUTHUKRISHNAN, A. V. (Supervisor) & Jiang, Y. (Supervisor), 2021
Student thesis: Doctoral thesis
Blockchain-based crowdsourcing platform for computing services
XIAO, T. (Author), WANG, W. (Supervisor) & ZHANG, Q. (Supervisor), 2022
Student thesis: Master's thesis
Bonding with AI: Investigating the Love Relationships between Humans and AI Companions
XU, H. (Author), SHI, Z. (Supervisor) & SHI, M. (Supervisor), 2025
Student thesis: Master's thesis
Common vs. unique features : Which are more influential? and When?
Wang, J. (Author), 2000
Student thesis: Master's thesis

Department of Marketing

UN Sustainable Development Goals

Fingerprint

Collaborations and top research areas from the last five years

Profiles

Projects

Research output

Activities

Awards

Courses

Student theses