初星宇

联系电话： 通讯地址： 南京市汉口路22号南京大学商学院营销与电子商务系
电子邮件 ：marcoschu@nju.edu.cn 系所 ：营销与电子商务系


个人简介
研究方向
教学方向
教学奖励
科研奖励
科研项目
出版专著
出版教材
发表论文
会议与工作论文
个人简介

BRIEF BIOGRAPHY
Dr. Xing-Yu (Marcos) Chu is an assistant professor in marketing at the Business School of Nanjing University. He was a visiting scholar at the Kellogg School of Management at Northwestern University. He received his Ph.D. in marketing from National Sun Yat-Sen University (Taiwan), a master’s degree from the Chinese University of Hong Kong, and a bachelor’s degree from the University of Chinese Academy of Social Sciences.
Dr. Chu’sresearch interests include consumer psychology, advertising research, and cause-related marketing.His research has been published in marketing and psychology journals, such as Journal of the Academy of Marketing Science, Journal of Advertising Research, Psychology & Marketing, andInternational Journal of Advertising.Before entering academia, he worked as a brand management officer for a luxury company in Hong Kong.


研究方向
RESEARCH INTERESTS
Consumer Behavior
Advertising Research
Cause-Related Marketing

教学方向
TEACHING
Consumer Behavior Research(Graduate)
E-Marketing(Undergraduate)



教学奖励

科研奖励

科研项目
1. Principle Investigator, 2020-2022, “Distance Makes the Heart Grow Fonder: How Spatial Distance Between Model and Product Influence Price Premium Perception,” National Natural Science Foundation of China (NSFC), Young Scientists Funds, No.**, RMB 200,000.


出版专著

出版教材

发表论文
JOURNAL ARTICLES(# Joint first author; *Corresponding author)
4.Chang, Chun-Tuan and Xing-Yu (Marcos) Chu #*(2020), “The Give and Take of Cause-Related Marketing: Purchasing Cause-Related Products Licenses Consumer Indulgence,” Journal of the Academy of Marketing Science,48(2), 203-221.(FT-50; SSCI; JCR Q1) (Equal contribution)
3. Chou, Hsuan-Yi, Xing-Yu (Marcos) Chu*, and Yu-Han Chiang (2020), “What Should We Call This Color? The Influence of Color-Naming on Consumers’ Attitude Toward the Product,” Psychology & Marketing, 37(7), 942-960. (SSCI; JCR Q2)
2.Chang, Chun-Tuan, Pei-Chi Chen, Xing-Yu (Marcos) Chu*, Ming-Tsung Kung, and Yi-Feng Huang (2018), “Is Cash Always King? Bundling Product-Cause Fit and Product Type in Cause-Related Marketing,” Psychology & Marketing,35(12), 990-1009.(SSCI; JCR Q2)
1. Chang,Chun-Tuan, Yuan-Ciao Wu, Yu-Kang Lee,andXing-Yu (Marcos) Chu(2018), “Right Metaphor, Right Place: Choosing a Visual Metaphor Based on Product Type and Consumer Differences,”International Journal of Advertising, 37(2), 309-336.(SSCI; JCR Q1)


会议与工作论文
CONFERENCE PROCEEDINGS
12. Chu, Xing-Yu (Marcos), Chun-Tuan Chang, and Dickson Tok (2019),“Distance is Worth! Impacts of Spatial Distance Between Model and Product on Product Evaluation,” Competitive Paper Session, paper presented at 2019 Academy of Marketing Science Annual Conference (AMS),Vancouver, Canada.
11. Chou, Hsuan-Yi, Xing-Yu (Marcos) Chu, and Yi-Wen Tzau (2019),“Color-Diversity Appeal Effects on Consumer Emotion and Attitudinal Responses,” Poster Session, poster posted at 2019 Society for Consumer Psychology Conference (SCP), Savannah, U.S.A.
10. Chang, Chun-Tuan, Xing-Yu (Marcos) Chu, I-Ting Tsai, Ming-Tsung Kung, and Dickson Tok (2019), “Short or Long? The Right Combination of Time Duration, Cause Type, and Product Type in Cause-Related Marketing,” Competitive Paper Session, paper presented at 2019 Society for Consumer Psychology Conference (SCP),Savannah, U.S.A.
9.Chou, Hsuan-Yi, Xing-Yu (Marcos) Chu, and Chieh-Wen Cheng (2018), “Male Spokesperson: Antecedents and Consequences of Social Comparison, Poster Session, poster posted at 2018 Association for Consumer Research North American Conference (ACR), Dallas, U.S.A.
8. Chang, Chun-Tuan, Xing-Yu (Marcos) Chu, Chun-Chen Tsai, and Dickson Tok (2018),“Magic Hands? How Hand-Holding Appeal, Food Type, and Contamination Effects Impact Food Advertising Effectiveness,” Competitive Paper Session, paper presented at 2018 Association for Consumer Research North American Conference (ACR), Dallas, U.S.A.
7. Chu, Xing-Yu (Marcos) and Chun-Tuan Chang (2017),“It’s Better Over There”-How Spatial Distance Affects Consumers’Product Evaluation,” Competitive Paper Session, paper presented at 2017 Summer American Marketing Association Conference (AMA), San Francisco, U.S.A.
6. Chang, Chun-Tuan, Xing-Yu (Marcos) Chu, and Shih-Ting Kao (2017),“The Right Formula of Ad Language and Relationship Norm for a Cute Spokes-Character,” Competitive Paper Session, paper presented at 2017 Summer American Marketing Association Conference (AMA),San Francisco, U.S.A.
5. Chu, Xing-Yu (Marcos) and Chun-Tuan Chang (2017), “Cause-Related Marketing Paradox: Purchasing Products with a Cause Licenses Self-interest, Self-indulgence or Less Helping Behavior,” Competitive Paper Session, paper presented at 2017 Academy of Marketing Science Annual Conference (AMS), San Diego, U.S.A.
4. Chu, Xing-Yu (Marcos) ,Chun-Tuan Chang, and Shr-Chi Wang (2017), “Does “Hot” Lead to “Not soHot?” Sexy Images, Indulgent Consumption, and the Impacts of Gender and Self-construal,” Competitive Paper Session, paper presented at 2017 Academy of Marketing Science Annual Conference (AMS), San Diego, U.S.A.
3. Chou, Hsuan-Yi, Xing-Yu (Marcos) Chu, and Ching Chin (2017), “Take It Humorously: Effects of Humorous Rebuttals to Negative Attacks,” Poster Session, poster posted at 2017 Association for Consumer Research North American Conference (ACR), San Diego, U.S.A.
2. Chang, Chun-Tuan, Xing-Yu (Marcos) Chu, Shr-Chi Wang, and Dickson Tok (2017), “Can Sexy Images Drag You Down? How Gender and Self-construal Impact Subsequent Indulgent Consumption,” Competitive Paper Session, paper presented at 2017 Association for Consumer Research North American Conference (ACR), San Diego, U.S.A.
1. Chang, Chun-Tuan, Xing-Yu (Marcos) Chu, Zhao-Hong Cheng, and Dickson Tok(2015), “Can Buying a Product with a Cause Make Us Better People? Licensing Effect after Purchasing a Product with a Cause,” Competitive Paper Session, paper presented at 2015 Association for Consumer Research North American Conference (ACR), New Orleans, U.S.A.