Wenbo WANG
王文博
PhD in Marketing
New York University, 2012

Associate Professor
Department of Marketing



(852) 2358 7703
wenbowang@ust.hk
Room LSK4054
Personal Web

---

Google Scholar
vG3uKlYAAAAJ

ORCID
0000-0002-4288-0929

ResearcherID
J-1862-2018

Scopus ID
36020687400




Research Interest Publications Projects Teaching Assignment RPG Supervision Space used




Research Interest

---

Advertising
Empirical modeling of consumer and firm behavior
Green marketing
Online marketing



Publications

---

All Years 20 2022 0 2021 1 2020 1 2019 2 2018 2 2017 6 2016 8

---

Expand All Collapse All


2021 1

Understanding In-Stream Advertising With Granular Unstructured Data
ISMS Marketing Science Conference 2021, Virtual; Rochester, USA, 3 - 5 June 2021
Zhang, Qiang; Wang, Wenbo; Chen, Yuxin Conference paper

2020 1

Frontiers: In-Consumption Social Listening with Moment-to-Moment Unstructured Data: The Case of Movie Appreciation and Live Comments
Marketing Science, v. 39, (2), March-April 2020, p. 285-295
Zhang, Qiang; Wang, Wenbo; Chen, Yuxin Article

2019 2

How to Market a Product's Unexpected Benefit
Harvard Business Review, 13 June 2019
Wadhwa, Monica; Chattopadhyay, Amitava; Kim, Jee Hye; Wang, Wenbo Article
Unexpected-Framing Effect: Impact of Framing a Product Benefit as Unexpected on Product Desire
Journal of Consumer Research, v. 46, (2), August 2019, p. 223-245
Wadhwa, Monica; Kim, Jee Hye; Chattopadhyay, Amitava; Wang, Wenbo Article

2018 2

In-Consumption Social Listening: The Case of Live Comments and Movie Appreciation
10th China India Insights Conference (CIIP 2018), Singapore, 5-7 July 2018
Wang, Wenbo; Zhang, Qiang; Chen, Yuxin Conference paper
In-Consumption Social Listening: The Case of Live Comments and Movie Appreciation
12th Annual Bass FORMS Conference, University of Texas at Dallas, 1-3 Mar 2018
Zhang, Qiang; Wang, Wenbo; Chen, Yuxin Conference paper

2017 6

Does Online Word of Mouth Increase Demand? (And How?) Evidence from a Natural Experiment
Marketing Science, v. 36, (6), November 2017, p. 838-861
Seiler, Stephan; Yao, Song; Wang, Wenbo Article
Turning Off the Lights: Consumers’ Environmental Efforts Depend on Visible Efforts of Firms
Journal of Marketing Research, v. 54, (3), June 2017, p. 478-494
Wang, Wenbo; Krishna, Aradhna; Mcferran, Brent Article
TV Channel Search and Commercial Breaks
Journal of Marketing Research, v. 54, (5), October 2017, p. 671-686
Yao, Song; Wang, Wenbo; Chen, Yuxin Article
Assessing Experience Quality with Content Synchronicity: The Case of Movie Videos
14th Marketing Dynamics Conference, The Hong Kong University of Science and Technology, 17-19 August 2017
Zhang, qiang; Wang, Wenbo; Chen, yuxin Conference paper
Does Online Word-of-Mouth Increase Demand? (and How?) Evidence from a Natural Experiment
The 2nd CEIBS Marketing Symposium 2017, China Europe International Business School, Shanghai, China, 16 June 2017
Seiler, stephan; Yao, song; Wang, Wenbo Conference paper
QR Codes Make Location Matter Even More: The Mere Exposure Effect of QR Codes
2017 INFORMS Marketing Science Conference, University of Southern California, Los Angeles, 8-10 June 2017
Wang, Wenbo Conference paper

2016 3

Compromise Effects Explained by Contextual Deliberation Reveal the Rationality in Preference Construction
INFORMS Marketing Science Conference, Shanghai, China, 16-18 June 2016
Guo, Liang; Wang, Wenbo Conference paper
Does Online Word-of-Mouth Increase Demand? (and How?) Evidence from a Natural Experiment
Quantitative Marketing and Economics Conference, Evanston, IL, USA, 21-22 October 2016
Seiler, Stephan; Yao, Song; Wang, Wenbo Conference paper
QR Codes Make Location Matter Even More: The Mere Exposure Effect of QR Codes
2016 Greater-China Conference on Mobile Big Data Marketing, Hong Kong, 13-14 June 2016
Wang, Wenbo Conference paper

2014 1

The Value of Sampling
INFORMS Marketing Science Society Conference 2014, Atlanta, USA, 11-14 June 2014
Chen, Yuxin; Wang, Wenbo; Yao, Song Conference paper

2011 1

Green Lifestyle Adoption: Shopping without Plastic Bags
33rd INFORMS Marketing Science Conference, Houston, Texas, USA, 9-11 June 2011
Wang, Wenbo; Chen, Yuxin Conference paper

2010 1

Lay theories of medicine and a healthy lifestyle
Journal of Consumer Research, v. 37, (1), June 2010, p. 80-97
Wang, Wenbo; Ken, H.T.; Bolton, L.E. Article

2008 1

Consumer Perceptions of Traditional Chinese Versus Western Medicine in China
Advances In Consumer Research: Acr 07 Memphis, Edited by Angela Y. Lee, Dilip Soman. Assn for Consumer Research, 2008, p. 42-43
Wang, Wenbo; Keh, Hean Tat; Bolton, Lisa E. Conference paper

2007 1

Which Message to Deliver: Vantage Claim vs. Qualifying Claim? the Interaction Effect between Product Claim Type and Brand Strength on Product Evaluations
Proceedings of the Society for Consumer Psychology 2007 Winter Conference: February 22-24, 2007: Bally’s Las Vegas: Las Vegas, NV, Edited by Dawn Lerman, David Luna. Society for Consumer Psychology, 2007, p. 152-153
Wang, Wenbo Conference paper


Expand All Collapse All


Conference paper 1

Understanding In-Stream Advertising With Granular Unstructured Data
ISMS Marketing Science Conference 2021, Virtual; Rochester, USA, 3 - 5 June 2021
Zhang, Qiang; Wang, Wenbo; Chen, Yuxin


Expand All Collapse All


Article 1

Frontiers: In-Consumption Social Listening with Moment-to-Moment Unstructured Data: The Case of Movie Appreciation and Live Comments
Marketing Science, v. 39, (2), March-April 2020, p. 285-295
Zhang, Qiang; Wang, Wenbo; Chen, Yuxin


Expand All Collapse All


Article 2

How to Market a Product's Unexpected Benefit
Harvard Business Review, 13 June 2019
Wadhwa, Monica; Chattopadhyay, Amitava; Kim, Jee Hye; Wang, Wenbo
Unexpected-Framing Effect: Impact of Framing a Product Benefit as Unexpected on Product Desire
Journal of Consumer Research, v. 46, (2), August 2019, p. 223-245
Wadhwa, Monica; Kim, Jee Hye; Chattopadhyay, Amitava; Wang, Wenbo


Expand All Collapse All


Conference paper 2

In-Consumption Social Listening: The Case of Live Comments and Movie Appreciation
10th China India Insights Conference (CIIP 2018), Singapore, 5-7 July 2018
Wang, Wenbo; Zhang, Qiang; Chen, Yuxin
In-Consumption Social Listening: The Case of Live Comments and Movie Appreciation
12th Annual Bass FORMS Conference, University of Texas at Dallas, 1-3 Mar 2018
Zhang, Qiang; Wang, Wenbo; Chen, Yuxin


Expand All Collapse All


Article 3

Does Online Word of Mouth Increase Demand? (And How?) Evidence from a Natural Experiment
Marketing Science, v. 36, (6), November 2017, p. 838-861
Seiler, Stephan; Yao, Song; Wang, Wenbo
Turning Off the Lights: Consumers’ Environmental Efforts Depend on Visible Efforts of Firms
Journal of Marketing Research, v. 54, (3), June 2017, p. 478-494
Wang, Wenbo; Krishna, Aradhna; Mcferran, Brent
TV Channel Search and Commercial Breaks
Journal of Marketing Research, v. 54, (5), October 2017, p. 671-686
Yao, Song; Wang, Wenbo; Chen, Yuxin

Conference paper 3

Assessing Experience Quality with Content Synchronicity: The Case of Movie Videos
14th Marketing Dynamics Conference, The Hong Kong University of Science and Technology, 17-19 August 2017
Zhang, qiang; Wang, Wenbo; Chen, yuxin
Does Online Word-of-Mouth Increase Demand? (and How?) Evidence from a Natural Experiment
The 2nd CEIBS Marketing Symposium 2017, China Europe International Business School, Shanghai, China, 16 June 2017
Seiler, stephan; Yao, song; Wang, Wenbo
QR Codes Make Location Matter Even More: The Mere Exposure Effect of QR Codes
2017 INFORMS Marketing Science Conference, University of Southern California, Los Angeles, 8-10 June 2017
Wang, Wenbo


Expand All Collapse All


Conference paper 3

Compromise Effects Explained by Contextual Deliberation Reveal the Rationality in Preference Construction
INFORMS Marketing Science Conference, Shanghai, China, 16-18 June 2016
Guo, Liang; Wang, Wenbo
Does Online Word-of-Mouth Increase Demand? (and How?) Evidence from a Natural Experiment
Quantitative Marketing and Economics Conference, Evanston, IL, USA, 21-22 October 2016
Seiler, Stephan; Yao, Song; Wang, Wenbo
QR Codes Make Location Matter Even More: The Mere Exposure Effect of QR Codes
2016 Greater-China Conference on Mobile Big Data Marketing, Hong Kong, 13-14 June 2016
Wang, Wenbo


Expand All Collapse All


Conference paper 1

The Value of Sampling
INFORMS Marketing Science Society Conference 2014, Atlanta, USA, 11-14 June 2014
Chen, Yuxin; Wang, Wenbo; Yao, Song


Expand All Collapse All


Conference paper 1

Green Lifestyle Adoption: Shopping without Plastic Bags
33rd INFORMS Marketing Science Conference, Houston, Texas, USA, 9-11 June 2011
Wang, Wenbo; Chen, Yuxin


Expand All Collapse All


Article 1

Lay theories of medicine and a healthy lifestyle
Journal of Consumer Research, v. 37, (1), June 2010, p. 80-97
Wang, Wenbo; Ken, H.T.; Bolton, L.E.


Expand All Collapse All


Conference paper 1

Consumer Perceptions of Traditional Chinese Versus Western Medicine in China
Advances In Consumer Research: Acr 07 Memphis, Edited by Angela Y. Lee, Dilip Soman. Assn for Consumer Research, 2008, p. 42-43
Wang, Wenbo; Keh, Hean Tat; Bolton, Lisa E.


Expand All Collapse All


Conference paper 1

Which Message to Deliver: Vantage Claim vs. Qualifying Claim? the Interaction Effect between Product Claim Type and Brand Strength on Product Evaluations
Proceedings of the Society for Consumer Psychology 2007 Winter Conference: February 22-24, 2007: Bally’s Las Vegas: Las Vegas, NV, Edited by Dawn Lerman, David Luna. Society for Consumer Psychology, 2007, p. 152-153
Wang, Wenbo


Expand All Collapse All


2016 3

Compromise Effects Explained by Contextual Deliberation Reveal the Rationality in Preference Construction
INFORMS Marketing Science Conference, Shanghai, China, 16-18 June 2016
Guo, Liang; Wang, Wenbo Conference paper
Does Online Word-of-Mouth Increase Demand? (and How?) Evidence from a Natural Experiment
Quantitative Marketing and Economics Conference, Evanston, IL, USA, 21-22 October 2016
Seiler, Stephan; Yao, Song; Wang, Wenbo Conference paper
QR Codes Make Location Matter Even More: The Mere Exposure Effect of QR Codes
2016 Greater-China Conference on Mobile Big Data Marketing, Hong Kong, 13-14 June 2016
Wang, Wenbo Conference paper

2014 1

The Value of Sampling
INFORMS Marketing Science Society Conference 2014, Atlanta, USA, 11-14 June 2014
Chen, Yuxin; Wang, Wenbo; Yao, Song Conference paper

2011 1

Green Lifestyle Adoption: Shopping without Plastic Bags
33rd INFORMS Marketing Science Conference, Houston, Texas, USA, 9-11 June 2011
Wang, Wenbo; Chen, Yuxin Conference paper

2010 1

Lay theories of medicine and a healthy lifestyle
Journal of Consumer Research, v. 37, (1), June 2010, p. 80-97
Wang, Wenbo; Ken, H.T.; Bolton, L.E. Article

2008 1

Consumer Perceptions of Traditional Chinese Versus Western Medicine in China
Advances In Consumer Research: Acr 07 Memphis, Edited by Angela Y. Lee, Dilip Soman. Assn for Consumer Research, 2008, p. 42-43
Wang, Wenbo; Keh, Hean Tat; Bolton, Lisa E. Conference paper

2007 1

Which Message to Deliver: Vantage Claim vs. Qualifying Claim? the Interaction Effect between Product Claim Type and Brand Strength on Product Evaluations
Proceedings of the Society for Consumer Psychology 2007 Winter Conference: February 22-24, 2007: Bally’s Las Vegas: Las Vegas, NV, Edited by Dawn Lerman, David Luna. Society for Consumer Psychology, 2007, p. 152-153
Wang, Wenbo Conference paper


No Publications






Teaching Assignment

---

2021-22 Winter 0 2021-22 Fall 0 2020-21 Summer 0 2020-21 Spring 1 2020-21 Winter 0 2020-21 Fall 1

---

MARK2120 Marketing Management


MARK2120 Marketing Management


No Teaching Assignments


No Teaching Assignments


No Teaching Assignments


No Teaching Assignments






Research Postgraduate (RPG) Supervision From January 2019 to December 2022 (As of 30 January 2022)

---

All Supervisions Current RPGs Graduated RPGs

---

Current RPGs

---

Doctor of Philosophy QIAN, Yueqi (co-supervision)
Mathematics( 2021 - )

ZHANG, Tianjia (co-supervision)
Individualized Interdisciplinary Program( 2019 - )

---

Master of Philosophy XIAO, Tianfang (co-supervision)
Individualized Interdisciplinary Program( 2019 - )

YANG, Yihao (co-supervision)
Individualized Interdisciplinary Program( 2019 - )

---

Graduated RPGs

---

Master of Philosophy XU, Pu (co-supervision)
Individualized Interdisciplinary Program( Completed in 2021 )









ProjectsFrom January 2020 to December 2022

---

All Projects 2

---

No Projects.
Show Content and Advertising Viewership: An Empirical Study on TV Programs and Advertising


視頻節目內容與廣告收視率：對電視節目與廣告的實證研究 Leading


RGC - General Research Fund


Project Team (HKUST)
WANG Wenbo (Lead)


2019 -




Use AI to Improve Timing and Content of In-show Advertising on Digital Platform Leading


Central Reserve Fund - School-based Initiatives


Project Team (HKUST)
WANG Wenbo (Lead)


2019 - 2020