Dr.LeiSu蘇磊 博士WLB 504, 34 Renfrew Road, Kowloon Tong, H.K. lsu@hkbu.edu.hk
(852) 3411 8050
Position:
Associate Professor,Department of Marketing



Research Interests
Judgment and Decision Making, Social and Socioeconomic Influence, Digital Communication, Crowdfunding, Scheduling and Time Management, Big Data Analytics

Publications
Su, L., Monga, A. B., & Jiang, Y. (2021). How Life-Role Transitions Shape Consumer Responses to Brand Extensions. Journal of Marketing Research, 58(3), 579-594.
Wong, C. V., Su, L., & Lam, Howard P. Y. (2020). When less is more: How mindset influences consumers' responses to products with reduced negative attributes. Journal of Marketing, 84(5), 137-153.
Su, L., Wan, E., & Jiang, Y. (2019). Filling an empty self: the impact of social exclusion on consumer preference for visual density. Journal of Consumer Research, 46(4), 808-824.
Jiang, Y., Su, L., & Zhu, R. (2019). The Shape of Money: The Impact of Financial Resources on Product Shape Preference. Journal of the Association for Consumer Research, 4(4), 436-445.
Su, L., Wan, Lisa C., & Wyer Jr, Robert S. (2018). The contrasting influences of incidental anger and fear on responses to a service failure. Psychology & Marketing, 35(9), 666-675.
Su, L., Jiang, Y., Chen, Z., & DeWall, C. (2017). Social Exclusion and Consumer Switching Behavior: A Control Restoration Mechanism. Journal of Consumer Research, 44(1), 99-117.
Su, L., Jiang, Y., Chen, Z., & DeWall, C. (2017). Social Exclusion Stimulates Product and Brand Switching. Rutgers Business Review, 2(1), 150-156.
Su, L., & Gao, L. (2014). Strategy Compatibility: The Time versus Money Effect on Product Evaluation Strategies. Journal of Consumer Psychology, 24(4), 549-556.
Wan, Lisa C., Chan, Elisa K. Y., & Su, L. (2011). When Will Customers Care about Service Failures that Happened to Strangers? The Role of Personal Similarity and Regulatory Focus and Its Implication on Service Evaluation. International Journal of Hospitality Management, 30(1), 213-220.