Department of Marketing and International Business

1/07/24 → 30/06/26

Project: Grant Research

Artificial Intelligence and Consumer Impatience

WANG, X. (PI) & JANISZEWSKI, C. (CoI)

1/05/24 → 30/04/26

Project: Grant Research

Catching the Unlikely Gambler: How and Why Gacha Games Appeal to High Conscientious Consumers

CAO, C. C. (PI), YI, J. (CoI) & HE, D. (CoI)

1/04/24 → 31/07/25

Project: Grant Research

Leveraging Artificial Intelligence on User Generated Content to improve Customer Experience

CHUNG, Y. H. S. (PI), CUI, G. (CoI) & PENG, L. (CoI)

1/04/24 → 31/03/26

Project: Grant Research

Citation Discounting: How Short Travel Time Between Researcher and Journal Undermines Research Impact

LI, Y. (PI) & GUO, F. (CoI)

1/03/24 → 31/07/25

Project: Grant Research

Exploring the Interpersonal Consequences of Cultivating a Foodie Persona

HE, D. (PI) & LIU, Q. (CoI)

1/01/24 → 31/12/25

Project: Grant Research

The Influences of Subjective Age on Status and Conspicuous Consumption (主觀年齡對地位和炫耀性消費的影響)

OH, G.-E. G. (PI) & KIM, C. J. (CoI)

1/01/24 → 30/06/26

Project: Grant Research

Social CRM: A Coupled Nonhomogeneous Hidden Markov Model Approach (社交CRM: 耦合非齐次隐马尔可夫模型方法)

LI, Y. (PI), ZHANG, J. Z. (CoI) & CHEN, X. (CoI)

1/01/24 → 31/12/25

Project: Grant Research

Decoding Expressive Behaviours Associated with the Success of Live Streamers

PENG, L. (PI), CHUNG, Y. H. S. (CoI) & CUI, G. (CoI)

1/01/24 → 31/12/25

Project: Grant Research

Machine Learning Empowered Neuoforecasting

CAO, C. C. (PI) & SUN, M. (CoI)

1/01/24 → 31/07/25

Project: Grant Research

Style Is Queen! The Effect of Linguistic Complexity in Content Marketing from an Entropy Perspective (風格就是女王！從熵的視角來檢測語言複雜性對內容營銷的影響)

CUI, G. (PI), XIE, H. (CoI), PENG, L. (CoI) & CHUNG, Y. H. S. (CoI)

1/01/24 → 31/12/25

Project: Grant Research

The Assessment of Ratio: How Gift Card Face Value Influences Hedonic Consumption

PENG, L. (PI)

1/12/23 → 31/07/25

Project: Grant Research

How Limiting Firearm Accessibility Leads to Greater Toxic Masculinity

CAO, C. C. (PI) & YI, J. (CoI)

1/05/23 → 30/04/25

Project: Grant Research

Facial Payment, Self-Relevance, and Consumer Divergence (刷臉支付，自我相關以及差異化消費行爲)

CAO, C. C. (PI), DAHL, D. (CoI), HUANG, L. (CoI) & SU, L. (CoI)

1/01/23 → 31/12/25

Project: Grant Research

Fake It Until You Make It: Asymmetry of Facial Expressions and Emotional Labor in Video Marketing (假装直到你成功：视频营销中的面部表情不对称和表情产生策略研究)

PENG, L. (PI), CHUNG, Y. H. S. (CoI) & CUI, G. (CoI)

1/01/23 → 31/12/24

Project: Grant Research

Two Can Play That Game of "You": The behavioral consequences of using second‐person pronouns in written communications

LI, Y. (PI) & MA, C. (CoI)

1/01/23 → 31/12/24

Project: Grant Research

Need Urgency and the Quality-Quantity Tradeoff in Donation Behavior

HE, D. (PI)

1/01/23 → 31/12/24

Project: Grant Research

Restraining amidst Green-Eyed Monsters: The Effects of Being Envied on Indulgent Consumption

OH, G.-E. G. (PI)

1/01/23 → 30/06/25

Project: Grant Research

Understanding Video Content of Crowdfunding Projects: A Deep Learning Approach to Video Processing and Feature Extraction (了解眾籌項目的視頻內容：視頻處理和特徵提取的深度學習方法)

CHUNG, Y. H. S. (PI), CUI, G. (CoI), JIA, J. (CoI) & PENG, L. (CoI)

1/01/23 → 30/06/25

Project: Grant Research

How Interstitial Space in Logos Affects Consumers’ Perceived Brand Hedonism

HE, D. (PI) & JIANG, Y. (CoI)

1/07/22 → 31/12/24

Project: Grant Research

Consumer Structure Motivation

CAO, C. C. (PI)

1/01/22 → 31/12/24

Project: Grant Research

Not started

Leveraging Influencer Networks for Successful Event Marketing (利用网红社交圈打造成功的活动营销)

LI, Y. (PI), KIM, J. (CoI) & PALMATIER, R. W. (CoI)

1/01/25 → 31/12/26

Project: Grant Research

Finished

From Controlling the Air to Controlling the Self: Phonetic Effects of Brand Names on Consumer Self-Control Behavior in Consumption

LI, Y. (PI) & SU, L. (CoI)

1/10/22 → 30/09/24

Project: Grant Research

The Design of Reward Menus in Crowdfunding

CHUNG, Y. H. S. (PI), CUI, G. (CoI) & PENG, L. (CoI)

1/04/22 → 31/03/24

Project: Grant Research

Age, Status, and Conspicuous Consumption

OH, G.-E. G. (PI)

1/03/22 → 29/02/24

Project: Grant Research

Understanding the Disruption and Persistence of Social Norms During the COVID-19 Pandemic: Insights from Mask Wearing Behavior

CAO, C. C. (PI), GODFREY, M. (CoI) & MILLER, E. (CoI)

1/01/22 → 31/10/23

Project: Grant Research

Shadow of Pandemics: Exposure to SARS and Long-term Psychological Well-being Afterward

LI, Y. (PI) & ZHANG, X. (CoI)

1/01/22 → 31/12/23

Project: Grant Research

Little Space Left to Bargain: How Compact Logo Decreases Consumer Bargaining Tendency

HE, D. (PI) & JIANG, Y. (CoI)

1/01/22 → 31/12/23

Project: Grant Research

The Effects of Face and Voice Gender Features on Stereotype Judgment

PENG, L. (PI)

1/01/22 → 30/06/23

Project: Grant Research

Face Value: The Effects of Atypical Face Gender in e-Commerce Platforms

CUI, G. (PI), CHUNG, Y. H. S. (CoI) & PENG, L. (CoI)

1/01/22 → 31/12/23

Project: Grant Research

"We" versus "They": How and Why the Usage of First- versus Third-Person Perspective in Crowdfunding Description Matters

LI, Y. (PI) & SU, L. (CoI)

1/01/22 → 31/12/23

Project: Grant Research

Avoiding minimalist design in gift giving

HE, D. (PI)

1/10/21 → 30/09/23

Project: Grant Research

Why Do We Pay to See Mummies and Zombie Movies: The Consumption of Dead Bodies

CAO, C. C. (PI), HUANG, L. (CoI) & Sullivan, D. (CoI)

1/07/21 → 30/06/23

Project: Grant Research

The Impact of Secrecy on Consumer Preferences for Visual Boundaries

HE, D. (PI) & JIANG, Y. (CoI)

1/06/21 → 31/05/23

Project: Grant Research

Promoting the Hong Kong-Mainland Economic Integration Index for policy analysis and discourse

CUI, G. (PI) & CHUNG, Y. H. S. (CoI)

1/06/21 → 15/08/23

Project: Other Knowledge Transfer

Airport Subsidies and Domestic Tourism in China

CHOW, K. W. C. (PI)

1/06/21 → 31/05/23

Project: Grant Research

The Effect of Smiles on Consumer Perceptions and Actions

PENG, L. (PI), CUI, G. (CoI) & CHUNG, Y. H. S. (CoI)

1/01/21 → 31/12/22

Project: Grant Research

Disclose or Disguise? How the Salience of Incentive Disclosures in Online Product Reviews Affects Review Bias and Consumer Purchase

CUI, G. (PI), PENG, L. (CoI) & CHUNG, Y. H. S. (CoI)

1/01/21 → 28/02/23

Project: Grant Research

The Invisible Hand of Social Capital: Gender Inequality in Academic Publishing

LI, Y. (PI) & SI, K. (CoI)

1/01/21 → 31/12/22

Project: Grant Research

How Gratitude Motivates the Desire for Simplicity in Consumer Choice

HE, D. (PI) & JIANG, Y. (CoI)

1/01/21 → 30/06/22

Project: Grant Research

Signaling and Countersignaling: The Role of Social Relations

LI, Y. (PI) & HUANG, Z. T. (CoI)

1/01/21 → 31/12/22

Project: Grant Research

Drivers of Negative Sentiments in Messages for Social Good

CHAE, M.-J. (PI) & RODRIGUEZ-VILA, O. (CoI)

1/12/20 → 31/07/21

Project: Grant Research

Facial Payment, Consumer Conformity, and Self-Awareness

CAO, C. C. (PI), HUANG, L. (CoI) & SU, L. (CoI)

1/12/20 → 31/07/22

Project: Grant Research

Motivations and Cognitive Processes Underlying Consumer Collecting Behavior

CAO, C. C. (PI)

1/10/20 → 31/07/22

Project: Grant Research

If Gender-looks Could Sell: Assessing the Impact of Sex-typed and Androgynous Looks on Product Sales of Online Sellers

CUI, G. (PI)

1/06/20 → 30/06/22

Project: Grant Research

Payment and Power: How the Action of Payment Produces Perceptions of Agency

CAO, C. C. (PI), HUANG, L. (CoI) & LEE, L. (CoI)

2/03/20 → 1/02/22

Project: Grant Research

Investigation of Online Review for Credence Service Provider

CHEN, Y. J. (PI)

1/02/20 → 31/01/22

Project: Grant Research

The Underlying Mechanism of the Smiling Effect on Consumer Actions

PENG, L. (PI)

1/01/20 → 31/12/21

Project: Grant Research

Dynamic Customer Segmentation: A Factorial Hidden Markov Approach

LI, Y. (PI), CHEN, X. (CoI) & CHANG, J. (CoI)