Jiewen HONG
洪潔雯
PhD in Marketing
Northwestern University, 2008

Head and Professor
Department of Marketing

Program Director of PhD/MPhil Programs (School of Business and Management)



(852) 2358 7694
mkjiewen@ust.hk
Room LSK4013
Personal Web

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Google Scholar
uUr-aIgAAAAJ

ORCID
0000-0002-0923-0801

Scopus ID
35209970200




Research Interest Publications Projects Teaching Assignment RPG Supervision Space used




Research Interest

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Consumer information processing
Affect and consumer judgment
Subjective experience in consumer judgment



Publications

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All Years 21 2022 0 2021 0 2020 0 2019 2 2018 2 2017 0 2016 17

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2019 2

Silver Linings on Darkened Endorsers: The Ironic Effect of Culpability in Celebrity Scandals
48th Annual Conference of the European Marketing Academy, EMAC 2019, Hamburg, Germany, 27 - 30 May 2019
Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban Conference paper
Silver Linings on Darkened Endorsers: The Ironic Effect of Culpability in Celebrity Scandals
The Australian and New Zealand Marketing Academy Conference (ANZMAC 2019): Winds of Change, Wellington, NZ, 2 - 4 December 2019
Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban Conference paper

2018 2

How Long Did I Wait? The Effect of Construal Levels on Consumers’ Wait Duration Judgments
Journal of Consumer Research, v. 45, (1), June 2018, article number ucx117, p. 169-184
Wang, Jing; Hong, Jiewen; Zhou, Rongrong Article
The Double-Edged Sword of Social Signaling: Antecedents and Consequence of Mixed Emotions in Counterfeit Brand Consumption
The Art and Science of Luxury: An Asian Perspective / Srinivas K. Reddy, Jin K. Han, editors. Singapore : Singapore Management University, 2019, p. 117-137
Liu, Jingshi; Dalton, Amy Nicole; Hong, Jiewen Conference paper

2016 4

Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode
Journal of Consumer Research, v. 43, (4), December 2016, p. 598-613
Yan, Dengfeng; Sengupta, Jaideep; Hong, Jiewen Article
It Feels Good and Bad to Be Fake: The Effect of Counterfeit Consumption on Consumer Feelings and Purchase Preference
Advances in Consumer Research, v. 44, October 2016, p. 747-747
Liu, Jingshi; Dalton, Amy N.; Hong, Jiewen Conference paper
It Feels Good and Bad to Be Fake: The Effects of Using Counterfeits on Mixed Emotions
Society for Consumer Psychology 2016 Annual Winter Conference, SCP 2016, St. Petersburg, FL, USA, 25 - 27 February 2016
Liu, Jingshi; Dalton, Amy N.; Hong, Jiewen Conference paper
The Impact of Power on Reliance on Feelings Versus Reasons in Decision Making
Advances in Consumer Research, v. 44, October 2016, p. 490-492
Huang, Yunhui; Hong, Jiewen; Chang, Hannah H. Conference paper

2015 3

“I” Follow My Heart and “We” Rely on Reasons: The Impact of Self-Construal on Reliance on Feelings versus Reasons in Decision Making
Journal of Consumer Research, v. 41, (6), April 2015, p. 1392-1411
Hong, Jiewen; Chang, Hannah H. Article
It Feels Good and Bad to be Fake: The Mixed Emotional Experience and Consequence of Using Counterfeits
Society for Consumer Psychology Summer Conference, Toronto, Canada, 6 - 9 August 2015
Dalton, Amy N.; Liu, Jingshi; Hong, Jiewen Conference paper
It Feels Good and Bad to be Fake: The Mixed Emotional Experience and Consequence of Using Counterfeits
Asia-Pacific Advances in Consumer Research, v. 11, 2015, p. 179-180
Dalton, Amy N.; Hong, Jiewen; Liu, Jingshi Conference paper

2014 1

It Feels Fluent, But Not Right: The Interactive Effect of Expected and Experienced Processing Fluency on Evaluative Judgment
Journal of Experimental Social Psychology, v. 54, September 2014, p. 147-152
Jiang, Yuwei; Hong, Jiewen Article

2013 1

Impacts of Expected and Experienced Processing Fluency on Consumer Judgment
European Advances in Consumer Research, v. 10, 2013, p. 341-341
Jiang, Yuwei; Hong, Jiewen Conference paper

2012 2

Warm It Up with Love: The Effect of Physical Coldness on Liking of Romance Movies
Journal of Consumer Research, v. 39, (2), August 2012, p. 293-306
Hong, Jiewen; Sun, Yacheng Article
Silver Linings on Darkened Endorsers: The Ironic Effect of Schadenfreude in Celebrity Scandals
Society for Consumer Psychology 2012 Annual Winter Conference, SCP 2012, Las Vegas, NV, USA, 16 - 18 February 2012
Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban Conference paper

2010 3

Feeling Mixed but Not Torn: The Moderating Role of Construal Level in Mixed Emotions Appeals
Journal of Consumer Research, v. 37, (3), October 2010, p. 456-472
Hong, Jiewen; Lee, Angela Y. Article
The Effects of Consumer Prior Knowledge and Processing Strategies on Judgments
Journal of Marketing Research, v. 47, (2), April 2010, p. 301-311
Hong, Jiewen; Sternthal, Brian Article
Chinese Consumer Behavior: The Effects of Content, Process, and Language
Oxford Handbook of Chinese Psychology / Michael Harris Bond, editor. Oxford University Press, 2010, p. 623-629
Wyer Jr, Robert S.; Hong, Jiewen Book chapter

2009 1

The Effect of Regulatory Orientation and Decision Strategy on Brand Judgments
Journal of Consumer Research, v. 35, (6), April 2009, p. 1026-1038
Wan, Echo Wen; Hong, Jiewen; Sternthal, Brian Article

2008 1

Be Fit and Be Strong: Mastering Self-Regulation through Regulatory Fit
Journal of Consumer Research, v. 34, (5), February 2008, p. 682-695
Hong, Jiewen; Lee, Angela Y. Article

2007 1

Perceptual Focus Effects in Choice
Journal of Consumer Research, v. 34, (2), August 2007, p. 187-199
Hamilton, Ryan; Hong, Jiewen; Chernev, Alexander Article


Expand All Collapse All


Conference paper 2

Silver Linings on Darkened Endorsers: The Ironic Effect of Culpability in Celebrity Scandals
48th Annual Conference of the European Marketing Academy, EMAC 2019, Hamburg, Germany, 27 - 30 May 2019
Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban
Silver Linings on Darkened Endorsers: The Ironic Effect of Culpability in Celebrity Scandals
The Australian and New Zealand Marketing Academy Conference (ANZMAC 2019): Winds of Change, Wellington, NZ, 2 - 4 December 2019
Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban


Expand All Collapse All


Article 1

How Long Did I Wait? The Effect of Construal Levels on Consumers’ Wait Duration Judgments
Journal of Consumer Research, v. 45, (1), June 2018, article number ucx117, p. 169-184
Wang, Jing; Hong, Jiewen; Zhou, Rongrong

Conference paper 1

The Double-Edged Sword of Social Signaling: Antecedents and Consequence of Mixed Emotions in Counterfeit Brand Consumption
The Art and Science of Luxury: An Asian Perspective / Srinivas K. Reddy, Jin K. Han, editors. Singapore : Singapore Management University, 2019, p. 117-137
Liu, Jingshi; Dalton, Amy Nicole; Hong, Jiewen


Expand All Collapse All


Article 1

Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode
Journal of Consumer Research, v. 43, (4), December 2016, p. 598-613
Yan, Dengfeng; Sengupta, Jaideep; Hong, Jiewen

Conference paper 3

It Feels Good and Bad to Be Fake: The Effect of Counterfeit Consumption on Consumer Feelings and Purchase Preference
Advances in Consumer Research, v. 44, October 2016, p. 747-747
Liu, Jingshi; Dalton, Amy N.; Hong, Jiewen
It Feels Good and Bad to Be Fake: The Effects of Using Counterfeits on Mixed Emotions
Society for Consumer Psychology 2016 Annual Winter Conference, SCP 2016, St. Petersburg, FL, USA, 25 - 27 February 2016
Liu, Jingshi; Dalton, Amy N.; Hong, Jiewen
The Impact of Power on Reliance on Feelings Versus Reasons in Decision Making
Advances in Consumer Research, v. 44, October 2016, p. 490-492
Huang, Yunhui; Hong, Jiewen; Chang, Hannah H.


Expand All Collapse All


Article 1

“I” Follow My Heart and “We” Rely on Reasons: The Impact of Self-Construal on Reliance on Feelings versus Reasons in Decision Making
Journal of Consumer Research, v. 41, (6), April 2015, p. 1392-1411
Hong, Jiewen; Chang, Hannah H.

Conference paper 2

It Feels Good and Bad to be Fake: The Mixed Emotional Experience and Consequence of Using Counterfeits
Society for Consumer Psychology Summer Conference, Toronto, Canada, 6 - 9 August 2015
Dalton, Amy N.; Liu, Jingshi; Hong, Jiewen
It Feels Good and Bad to be Fake: The Mixed Emotional Experience and Consequence of Using Counterfeits
Asia-Pacific Advances in Consumer Research, v. 11, 2015, p. 179-180
Dalton, Amy N.; Hong, Jiewen; Liu, Jingshi


Expand All Collapse All


Article 1

It Feels Fluent, But Not Right: The Interactive Effect of Expected and Experienced Processing Fluency on Evaluative Judgment
Journal of Experimental Social Psychology, v. 54, September 2014, p. 147-152
Jiang, Yuwei; Hong, Jiewen


Expand All Collapse All


Conference paper 1

Impacts of Expected and Experienced Processing Fluency on Consumer Judgment
European Advances in Consumer Research, v. 10, 2013, p. 341-341
Jiang, Yuwei; Hong, Jiewen


Expand All Collapse All


Article 1

Warm It Up with Love: The Effect of Physical Coldness on Liking of Romance Movies
Journal of Consumer Research, v. 39, (2), August 2012, p. 293-306
Hong, Jiewen; Sun, Yacheng

Conference paper 1

Silver Linings on Darkened Endorsers: The Ironic Effect of Schadenfreude in Celebrity Scandals
Society for Consumer Psychology 2012 Annual Winter Conference, SCP 2012, Las Vegas, NV, USA, 16 - 18 February 2012
Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban


Expand All Collapse All


Article 2

Feeling Mixed but Not Torn: The Moderating Role of Construal Level in Mixed Emotions Appeals
Journal of Consumer Research, v. 37, (3), October 2010, p. 456-472
Hong, Jiewen; Lee, Angela Y.
The Effects of Consumer Prior Knowledge and Processing Strategies on Judgments
Journal of Marketing Research, v. 47, (2), April 2010, p. 301-311
Hong, Jiewen; Sternthal, Brian

Book chapter 1

Chinese Consumer Behavior: The Effects of Content, Process, and Language
Oxford Handbook of Chinese Psychology / Michael Harris Bond, editor. Oxford University Press, 2010, p. 623-629
Wyer Jr, Robert S.; Hong, Jiewen


Expand All Collapse All


Article 1

The Effect of Regulatory Orientation and Decision Strategy on Brand Judgments
Journal of Consumer Research, v. 35, (6), April 2009, p. 1026-1038
Wan, Echo Wen; Hong, Jiewen; Sternthal, Brian


Expand All Collapse All


Article 1

Be Fit and Be Strong: Mastering Self-Regulation through Regulatory Fit
Journal of Consumer Research, v. 34, (5), February 2008, p. 682-695
Hong, Jiewen; Lee, Angela Y.


Expand All Collapse All


Article 1

Perceptual Focus Effects in Choice
Journal of Consumer Research, v. 34, (2), August 2007, p. 187-199
Hamilton, Ryan; Hong, Jiewen; Chernev, Alexander


Expand All Collapse All


2016 4

Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode
Journal of Consumer Research, v. 43, (4), December 2016, p. 598-613
Yan, Dengfeng; Sengupta, Jaideep; Hong, Jiewen Article
It Feels Good and Bad to Be Fake: The Effect of Counterfeit Consumption on Consumer Feelings and Purchase Preference
Advances in Consumer Research, v. 44, October 2016, p. 747-747
Liu, Jingshi; Dalton, Amy N.; Hong, Jiewen Conference paper
It Feels Good and Bad to Be Fake: The Effects of Using Counterfeits on Mixed Emotions
Society for Consumer Psychology 2016 Annual Winter Conference, SCP 2016, St. Petersburg, FL, USA, 25 - 27 February 2016
Liu, Jingshi; Dalton, Amy N.; Hong, Jiewen Conference paper
The Impact of Power on Reliance on Feelings Versus Reasons in Decision Making
Advances in Consumer Research, v. 44, October 2016, p. 490-492
Huang, Yunhui; Hong, Jiewen; Chang, Hannah H. Conference paper

2015 3

“I” Follow My Heart and “We” Rely on Reasons: The Impact of Self-Construal on Reliance on Feelings versus Reasons in Decision Making
Journal of Consumer Research, v. 41, (6), April 2015, p. 1392-1411
Hong, Jiewen; Chang, Hannah H. Article
It Feels Good and Bad to be Fake: The Mixed Emotional Experience and Consequence of Using Counterfeits
Society for Consumer Psychology Summer Conference, Toronto, Canada, 6 - 9 August 2015
Dalton, Amy N.; Liu, Jingshi; Hong, Jiewen Conference paper
It Feels Good and Bad to be Fake: The Mixed Emotional Experience and Consequence of Using Counterfeits
Asia-Pacific Advances in Consumer Research, v. 11, 2015, p. 179-180
Dalton, Amy N.; Hong, Jiewen; Liu, Jingshi Conference paper

2014 1

It Feels Fluent, But Not Right: The Interactive Effect of Expected and Experienced Processing Fluency on Evaluative Judgment
Journal of Experimental Social Psychology, v. 54, September 2014, p. 147-152
Jiang, Yuwei; Hong, Jiewen Article

2013 1

Impacts of Expected and Experienced Processing Fluency on Consumer Judgment
European Advances in Consumer Research, v. 10, 2013, p. 341-341
Jiang, Yuwei; Hong, Jiewen Conference paper

2012 2

Warm It Up with Love: The Effect of Physical Coldness on Liking of Romance Movies
Journal of Consumer Research, v. 39, (2), August 2012, p. 293-306
Hong, Jiewen; Sun, Yacheng Article
Silver Linings on Darkened Endorsers: The Ironic Effect of Schadenfreude in Celebrity Scandals
Society for Consumer Psychology 2012 Annual Winter Conference, SCP 2012, Las Vegas, NV, USA, 16 - 18 February 2012
Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban Conference paper

2010 3

Feeling Mixed but Not Torn: The Moderating Role of Construal Level in Mixed Emotions Appeals
Journal of Consumer Research, v. 37, (3), October 2010, p. 456-472
Hong, Jiewen; Lee, Angela Y. Article
The Effects of Consumer Prior Knowledge and Processing Strategies on Judgments
Journal of Marketing Research, v. 47, (2), April 2010, p. 301-311
Hong, Jiewen; Sternthal, Brian Article
Chinese Consumer Behavior: The Effects of Content, Process, and Language
Oxford Handbook of Chinese Psychology / Michael Harris Bond, editor. Oxford University Press, 2010, p. 623-629
Wyer Jr, Robert S.; Hong, Jiewen Book chapter

2009 1

The Effect of Regulatory Orientation and Decision Strategy on Brand Judgments
Journal of Consumer Research, v. 35, (6), April 2009, p. 1026-1038
Wan, Echo Wen; Hong, Jiewen; Sternthal, Brian Article

2008 1

Be Fit and Be Strong: Mastering Self-Regulation through Regulatory Fit
Journal of Consumer Research, v. 34, (5), February 2008, p. 682-695
Hong, Jiewen; Lee, Angela Y. Article

2007 1

Perceptual Focus Effects in Choice
Journal of Consumer Research, v. 34, (2), August 2007, p. 187-199
Hamilton, Ryan; Hong, Jiewen; Chernev, Alexander Article


No Publications


No Publications


No Publications


No Publications






Teaching Assignment

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2021-22 Winter 0 2021-22 Fall 2 2020-21 Summer 0 2020-21 Spring 0 2020-21 Winter 0 2020-21 Fall 3

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DBAP5010 Introduction to Applied Business Research
MARK6510J Current Topics in Consumer Research


MARK4210 Strategic Marketing
MARK5120 Marketing Strategy and Policy
MARK6510I Current Topics in Consumer Research


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)

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Current RPGs

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Doctor of Philosophy SHI, Lulu
Marketing( 2021 - )









ProjectsFrom January 2020 to December 2022

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All Projects 2 Leading Projects 1 Participating Projects 1

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The Influence of Sustainability-Related Cues on Consumer Behavior


與可持續發展相關的提示對消費者行為的影響 Leading


RGC - General Research Fund


Project Team (HKUST)
HONG Jiewen (Lead)
ZHOU Rongrong


2021 -




The Emotional and Behavioral Consequences of Using Counterfeit Products


使用假貨對於情緒上及行為上的影響 Participating


RGC - General Research Fund


Project Team (HKUST)
DALTON Amy Nicole (Lead)
HONG Jiewen


2017 - 2021