Dr.Rocky P.Chen陳鵬 博士WLB 503, 34 Renfrew Road, Kowloon Tong, H.K. rockychen@hkbu.edu.hk
(852) 3411 2515
Position:
Associate Professor,Department of Marketing



Research Interests
Anthropomorphism in Marketing, AI and Service, Emerging Technology and Consumer Behavior.

Publications
Wan, E., & Chen, P. (2021). Anthropomorphism and Object Attachment. Current Opinion in Psychology, 39, 88-93.
Zhao, H., Deng, H., Chen, R., Parker, S., & Zhang, W. (in press). Fast or Slow: How Temporal Work Design Shapes Experienced Passage of Time and Job Performance. Academy of Management Journal.
Chen, F., Chen, P., & Li, Y. (2020). When Sadness Comes Alive, Will It Be Less Painful? The Effects of Anthropomorphism on Sadness Regulation and Consumption. Journal of Consumer Psychology, 30(2), 277-295.
Chan, T., Chen, P., & Tse, C. (2018). How Consumers in China Perceive Brands in Online and Offline Encounters: A Brand Perception Framework. Journal of Advertising Research, 58(1), 90-110.
Wan, E., Chen, P., & Jin, L. (2017). Judging a Book by Its Cover? The Effect of Anthropomorphism on Product Attribute Processing and Consumer Preference. Journal of Consumer Research, 43(6), 1008-1030.
Chen, P., Wan, W. E., & Levy, E. (2017). The Effect of Social Exclusion on Consumer Preference for Anthropomorphized Brands. Journal of Consumer Psychology, 27(1), 23-34.
Wan, E., Chan, K., & Chen, P. (2016). Hurting or helping? The effect of service agents' workplace ostracism on customer service perceptions. Journal of The Academy of Marketing Science, 44(6), 746 - 769.
Kim, S., Chen, P., & Zhang, K. (2016). Anthropomorphized Helpers Undermine Autonomy and Enjoyment in Computer Games. Journal of Consumer Research, 43(2), 282-302.