Prof. Jiewen HONG
Head, Professor mkjiewen@ust.hk

CV


Academic qualification
PhD Northwestern University
MA University of Maryland, College Park
BA Beijing Forieign Studies University

---

---

RESEARCH INTERESTS Consumer information processing
Subjective experiences in consumer judgment
Affect and consumer judgment

---

PUBLICATIONS Wang, Jing, Hong Jiewen, and Rongrong Zhou (2018), “How Long Did I Wait? The Effect of Construal Levels on Consumers’ Wait Duration Judgments,”Journal of Consumer Research,45 (1), 169-184(Equal authorship).
Yan, Dengfeng, Jaideep Sengupta, and Jiewen Hong (2016), "Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode,"Journal of Consumer Research, 43 (4), 598-613.
Hong, Jiewen and Hannah H. Chang (2015), “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, 41 (April), 1392-1411 (Equal authorship).
Jiang, Yuwei and Jiewen Hong (2014), “It Feels Fluent, But Not Right: The Interactive Effect of Expected and Experienced Processing Fluency on Evaluative Judgment,”Journal of Experimental Social Psychology, 54, 147-152 (Equal authorship).
Hong, Jiewen and Yacheng Sun (2012), “Warm It Up with Love: The Effect of Physical Coldness on Liking of Romance Movies,”Journal of Consumer Research, 39 (August), 293-306.
Hong, Jiewen and Angela Y. Lee (2010), “Feeling Mixed but Not Torn: The Moderating Role of Construal Level in Mixed Emotions Appeals,”Journal of Consumer Research,37 (October) 456-472.
Hong, Jiewen and Brian Sternthal (2010), “The Effects of Consumer Prior Knowledge and Processing Strategies on Judgments,”Journal of Marketing Research, 2010, 47, 301-311.
Wyer, Robert S. and Jiewen Hong (2010), "Chinese Consumer Behavior: The Effects of Content, Process and Language," In Michael H. Bond Ed.,Oxford Handbook of Chinese Psychology(2nd edition), Oxford University Press, New York: 623-639.
Wan, Echo Wen, Jiewen Hong, and Brian Sternthal (2009), “The Effect of Regulatory Orientation and Decision Strategy on Brand Judgments,”Journal of Consumer Research, 35 (April), 1026-1038 (co-authored with (Equal authorship).
Hong, Jiewen, and Angela Y. Lee (2008), “Be Fit and Be Strong: Mastering Self-Regulation through Regulatory Fit,”Journal of Consumer Research, 34 (February), 682-695 (Equal authorship).
Hamilton, Ryan P., Jiewen Hong, and Alexander Chernev (2007), "Perceptual Focus Effects in Choice,”Journal of Consumer Research, 34 (August), 187-199.

---

REVIEWING FORJournal of Consumer Research (editorial board), Journal of Marketing Research, Journal of Consumer Psychology, Journal of Marketing, Marketing Letters, Journal of the Association for Consumer Research.