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Degree Program University
Ph.D. Marketing Louisiana State University
M.S. Electronic Business Management The University of Warwick
B.S. Information & Computing Science Jiangnan University

My Professional Experience

Year Title University
2019 - Now Associate Professor of Marketing Siena College
2013 - 2019 Assistant Professor of Marketing Siena College
2010 - 2012 Instructor Louisiana State University
2006 - 2008 Marketing Communications Manager China Telecom
2005 - 2005 Online Specialist British Telecom
2004 - 2005 Research Assistant Mercia Institute of Enterprise at the University of Warwick

Current Research

Consumer Choice Behavior, Preference, Consumer Decision Making; Personal Selling and Sales Management; Online Word-of-Mouth, Mobile Marketiing, Relationship Marketinig

Articles & Book Reviews

  • The Impact of Psychological Distance and Emotional Appeal on the Effectiveness of Social Marketing Messages
    2019 9th International Conference on Business and Economics Research (ICBER 2019)
    2019
  • Effects of culture and financial literacy among Chinese-Americans on participating in financial services
    Journal Of Financial Services Marketing, vol. 23
    2018
  • How National Culture Affect Students' Preference of Different Educational Models
    International Vincentian Business Ethics Conference (IVBEC)
    2018
  • Sustainability and Its Effects on Organizational Behavior in the Automotive Industry
    the 2018 5th International Conference on Economics, Society and Management
    2018
  • Chinese-American Consumption of Financial Service: A Cultural Framework
    International Journal of Academic Research in Business and Social Sciences, vol. 7
    August, 2017
  • Western Consumers' Perception of Chinese Brand: the Impact of Chinese Brand Spokes-Characters on Brand Equity
    the 2017 International Conference "China Innovation and Global Integration: Silicon Valley and Beyond
    2017
  • Psychological Ownership as a Crisis Management Advertising Appeal – Antecedents, Outcomes, and Moderators
    Journal Of Marketing Communications, vol. 23
    2016
  • The Effects of Perceived Self-Skill Levels on Product Choice: the Moderating Role of Mood
    2016 Global Symposium on Social Sciences
    2016
  • A Typology of Consumer Preference Parabolas
    American Marketing Association Summer Educators Conference, vol. 26
    August, 2015
  • The Effects of Source Credibility on Consumers' Persuasion Knowledge: Activation and Use of Persuasion Knowledge in the Online Advertising Context
    Conference on Psychology and Social Harmony
    2015
  • Incorporating the Customer Perspective in CLV Models: An Exploratory Study of Consumer Attitudes towards Mobile Coupons
    Society for Marketing Advances Conference
    November, 2014
  • Team-Orientation vs. Self-Orientation: An Exploratory Attributional Analysis of Salespeople's Intrinsic/Extrinsic Motivation
    Global Business and Social Science Research Conference
    2014
  • User Reviews and Uncertainty Assessment: A Two-Stage Model of Consumers' Willingness-To-Pay in Online Markets
    Decision Support Systems, vol. 55
    April, 2013
  • An Exploratory Study of Consumer Attitudes Toward Mobile Coupons in Relationship Marketing
    Academy of Marketing Science
    May, 2011
  • Crisis Management Advertising Effectiveness: The Impact of Psychological Ownership and Message Abstractness
    Academy of Marketing Science
    May, 2011
  • The Effects of Relative Self-Assessment on Choice: Testing Alternative Explanations
    Southeast Marketing Symposium
    2010
  • eWOM and Risk Return in Online Markets: A Joint Study on Seller Review and Product Review
    INFORMS Marketing Science Conference
    2009

Awards & Distinctions

  • "The Impact of Psychological Distance and Construal Level on the Effectiveness of Social Marketing Messages"
    Category: Research
    Siena College, 2019
  • "Cultural influences on Chinese-American in Participating in Financial Services"
    Category: Research
    Siena College, 2016

Books & Book Chapters

  • The Fundamentals of E-Marketiing After the Hype
    Palgrave & Macmillain
    2006
  • The Fundamentals of E-Marketing After the Hype
    Palgrave & MacMillan
    2006

Presentations

  • The Impact of Psychological Distance and Emotional Appeal on the Effectiveness of Social Marketing Messages
    2019
    2019 9th International Conference on Business and Economics Research (ICBER 2019), Beijing, China-PRC
  • How National Culture Affect Students' Preference of Different Educational Models
    October, 2018
    International Vincentian Business Ethics Conference (IVBEC), New York, United States of America
  • Sustainability and Its Effects on Organizational Behavior in the Automotive Industry
    2018
    the 2018 5th International Conference on Economics, Society and Management, Beijing, China-PRC
  • Western Consumers' Perception of Chinese Brand: the Impact of Chinese Brand Spokes-Characters on Brand Equity
    2017
    the 2017 International Conference, Beijing, China-PRC
  • The Effects of Perceived Self-Skill Levels on Product Choice: the Moderating Role of Mood
    2016
    the 2016 Global Symposium on Social Sciences (IBSSS), Beijing, China-PRC
  • A Typology of Consumer Preference Parabolas
    2015
    the 2015 Summer Marketing Educators' Conference, Chicago, Illinois
  • Incorporating the Customer Perspective in CLV Models: An Exploratory Study of Consumer Attitudes towards Mobile Coupons
    2014
    the Society for Marketing Advances Conference, New Orleans, Louisiana
  • Team-Orientation vs. Self-Orientation: An Exploratory Attributional Analysis of Salespeople's Intrinsic/Extrinsic Motivation
    2014
    the 10th Global Business and Social Science Research Conference, Beijing, China-PRC
  • An exploratory Study of Consumer Attitudes toward Mobile Coupons in Relationship Marketing
    2011
    the Academy of Marketing Science Conference, Coral Gables, Florida
  • Crisis Management Advertising Effectiveness: The Impact of Psychological Ownership and Message Abstractness
    2011
    Academy of Marketing Science, Coral Gables, Florida
  • The Effects of Relative Self-Assessment on Choice: Testing Alternative Explanations
    2010
    Southeast Marketing Symposium, Memphis, Tennessee
  • eWOM and Risk Return in Online Markets: A Joint Study on Seller Review and Product Review
    2009
    INFORMS Marketing Science Conference, Ann Arbor, Michigan