I am an Assistant Professor of Marketing at the Hong Kong University of Science and Technology, HKUST Business School. I completed a master degree in marketing from Peking University and a PhD degree in marketing from University of Maryland, College Park. 

My research focuses on social perception and motivation and how they affect consumer preferences and choices in educational purchases, sustainable consumption, and innovation adoption. My work has been published in premier marketing journals, including the Journal of Consumer Research and the Journal of Marketing. In addition, I have presented at top-tier academic conferences over the years, such as the ACR Conference and the SCP Conference, and am currently reviewing for journals including the International Journal of Research in Marketing and the Journal of Business Research. 

WORKING PAPERS

• Perceived Social Mobility and Educational Aid (with Lei Su and Amna Kirmani, under review at JMR)

• Why Do Consumers Resist Lab-Grown Meat (with Yajin Wang, major revision at Journal of Business Ethics)

• Political Ideology and Educational Purchases (with Yuechen Wu and Steven Shepherd, under review at JCR)

HONORS, AWARDS, AND GRANTS

New Faculty Start-Up Grant, HKUST, 2023                                              

Allan N. Nash Outstanding Doctoral Student Award, University of Maryland, 2023

Jacob K. Goldhaber Travel Grant, University of Maryland, 2022

Marvin A. Jolson Outstanding Marketing Doctoral Student Award, University of Maryland, 2022

AMA-Sheth Foundation Doctoral Consortium Fellow, 2022

Haring Doctoral Symposium Fellow, 2021-2022

Best Discussant Award, Haring Doctoral Symposium, 2021        

Graduate Summer Research Fellowship, University of Maryland, 2021

Doctoral Fellowship, University of Maryland, 2018-2023                                                                             

Guanghua School of Management Graduate Fellowship, Peking University, 2015-2017

May Fourth Scholarship, Peking University, 2016

Excellent Graduate (Top 1%), Central University of Finance and Economics, 2015

Dean’s Award, Central University of Finance and Economics, 2013

National Scholarship, Ministry of Education of P.R. China, 2012-2013  

INVITED TALKS

1. Renmin University, Renmin Business School, 2024

2. Peking University, Guanghua School of Management, 2024

3. Xiamen University, School of Management, 2024

4. Hong Kong Polytechnic University, Faculty of Business, 2024

5. Hong Kong University of Science and Technology, HKUST Business School (Biz Talk Series), 2024

6. Peking University, National School of Development, 2023 (Online)

7. Pennsylvania State University, Smeal School of Business (behavioral lab), 2021, 2022

8. Texas Christian University, Neeley School of Business, 2022

9. Northwestern University, Kellogg School of Management, 2022

10. Rutgers University (Newark and New Brunswick), Rutgers Business School, 2022

11. University of Florida, Warrington College of Business, 2022

12. Cheung Kong Graduate School of Business, 2022 (Online)

13. Hong Kong University of Science and Technology, HKUST Business School, 2022 (Online)

14. Hong Kong Baptist University, School of Business, 2022 (Online)

15. The Chinese University of Hong Kong, CUHK Business School, 2022 (Online)

16. The Chinese University of Hong Kong (SZ), School of Management and Economics, 2022 (Online)

CONFERENCE PRESENTATIONS

1. Qihui Chen and Yajin Wang (2024), “Why Do Consumers Resist Lab-Grown Meat?” Society for Consumer Psychology Boutique Conference, Leeds, UK.

2. Qihui Chen and Yajin Wang (2023), “How Do Consumers React to Lab-Grown Meat,” Association for Consumer Research North American Conference (special session), Seattle, US.

3. Qihui Chen and Amna Kirmani (2023), “Robots as Safety Nets: Experiencing Low Personal Control Increases Consumer Preference for Service Robots,” Society for Consumer Psychology Conference (special session), Porto Rico, US.

4. Qihui Chen, Yajin Wang, and Nailya Ordabayeva (2023), “The Dark Side of Women’s Luxury Consumption in Romantic Encounters,” Society for Consumer Psychology Conference (special session), Porto Rico, US.

5. Qihui Chen and Yajin Wang (2022), “Why Do Consumers Resist Lab-Grown Meat?” Marketing Area Research Conference (poster session), University of Virginia, US.

6. Qihui Chen, Yajin Wang, and Nailya Ordabayeva (2022), “I Wear Prada, I Am Picky: Role of Luxury Consumption in Women’s Mate Screening Pursuits,” Society for Consumer Psychology Boutique Conference, Honolulu, US.

7. Qihui Chen and Amna Kirmani (2022), “Robots as Safety Nets: How Low Personal Control Increases Consumer Preference for Service Robots,” Haring Doctoral Symposium, Indianapolis, US.

8. Qihui Chen, Yajin Wang, and Ying Zhang (2020), “How Perceived Social Mobility Influences Parents’ Preference for Children’s Educational Products: The Role of Status Goal,” Society for Consumer Psychology Conference (poster session), Long Beach, US.

9. Qihui Chen, Yajin Wang, and Ying Zhang (2019), “How Perceived Social Mobility Influences Parents’ Preference for Children’s Educational Products: The Role of Status Goal,” Association for Consumer Research North American Conference (poster session), Atlanta, US.

10. Qihui Chen, Yajin Wang, and Ying Zhang (2019), “How Perceived Social Mobility Influences Parents’ Preference for Children’s Educational Products: The Role of Status Goal,” Marketing Area Research Conference (poster session), Georgetown University, US.

11. Yajin Wang and Qihui Chen (2018), “Out of Your League: Women’s Luxury Products as Signals to Men,” Association for Consumer Research North American Conference (special session), Dallas, US.

12. Yajin Wang and Qihui Chen (2018), “Fendi Handbags Fend off Undesirable Men: Women’s Conspicuous Consumption as a Strategy for Mate Selection,” Society for Consumer Psychology Conference (special session), Dallas, US.

13. Qihui Chen and Jingjing Ma (2018), “When a Minor Problem Causes a Major Trouble for Experiential Purchase,” Society for Consumer Psychology Conference (special session), Dallas, US.

14. Qihui Chen and Jingjing Ma (2017), “When a Minor Problem Causes a Major Trouble for Experiential Purchase,” Association for Consumer Research North American Conference (poster session), San Diego, US.

TEACHING EXPERIENCE

• Instructor at the Hong Kong University of Science and Technology

  • Brand Management (undergraduate elective course), 2023-present

• Instructor at the University of Maryland

  • Marketing Research Methods (undergraduate core course), 2022, 2023