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Summary

Zhuomin Shi is Professor of Marketing at Sun Yat-Sen University (abbreviated as SYSU) and a Fulbright Visiting Research Scholar (Fulbright VRS 2017-2018) at the University of Missouri-Columbia. Prof. Shi received her Ph.D in the major of International Business Management in SYSU in 2005. Then she was engaged in her post-doctoral research in the field of consumer behavior at Hitotsbashi University in Japan for 2 years. Moreover, Prof. Shi is a visiting scholar in Pacific Lutheran University in USA and CUHK in Hongkong.

Prof. Shi¡¯s research covers such fields as international marketing, international brand?strategy, consumer cognition and behavior on green consumption, Chinese face culture and face consumption. In particular, she is interested in employing neuro technology and equipment, such as Eye-tracking and ERP to explore the mechanism behind Chinese consumer behavior. Prof. Shi teaches Global Marketing and Marketing Management courses at MBA and undergraduate levels, and Global Marketing Research Issues at graduate level. She also taught Marketing Management in international programs at SYSU.

EDUCATION

?Postdoctoral Research ???Hitotsubashi University (06/10-08/09), Tokyo,Japan

?????????????????????????????????????????Graduate School of Commerce and Management?(in Marketing Science)

PhD ?????????????????????????????????Sun Yat-Sen?University (July, 2005), GuangDong,China

?????????????????????????????????????????Business Administration (in International Business and Strategy)

M.Sc.????????????????????????????????Sun Yat-Sen?University (July, 1995), GuangDong,China

?????????????????????????????????????????Business Administration (in?Marketing)

B.A.??????????????????????????????????Sun Yat-Sen?University (July, 1992), GuangDong,China

?????????????????????????????????????????Accounting & Auditing?(in?Auditing)

EXPERIENCE?

Full-Time Academic

10/2017-08/2018???????????????Fulbright Visiting Research Scholar, University of Missouri, U.S.A

07/2012-present ???????????????Professor of Marketing, SYSU

01/2009-06/2013???????????????Deputy Head of Marketing Department, SYSU

07/2002-06/2012???????????????Associate Professor of Marketing, SYSU

07/1997-06/2002???????????????Lecturer of Marketing, SYSU

08/2001-02/2002???????????????Full Visiting Professor in Business Department, CUHK, HK

07/1995-06/1997???????????????Assistant Professor of Marketing, SYSU

Part-Time Academic

03/2011-03/2011????????????????Case Writing Program, Sponsored by HBS, Brazil.?

07/2010-08/2010???????????????GCPCL Program, Harvard Business School, U.S.A

07/2009-08/2009???????????????Team Supervisor in WFI Summer School, Ingolstadt, Germany

02/2006-09/2006???????????????Japanese Language Learning in the Normal University of Northeast University, China

07/2001-07/2001???????????????Ph.D Candidate Seminar in CUHK, HK

07/2000-07/2000???????????????2nd Symposium of IACMR in HKUST, HK

09/1998-10/1998???????????????Visiting Scholar in Pacific Lutheran University, U.S.A.

08/1998-08/1998???????????????Seminar of International Marketing Case Teaching&Writing in Fudan University, sponsored by

?????????????????????????????????????????????Ivey Business School, West Ontario University, Canada

09/1996-09/1996???????????????Symposium on China¡¯s Opening Policy and Construction in HK

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PUBLICATIONS

Journal Papers

1.?Zhuomin Shi, Caiyun Zhang (2021), Why do Consumers Fall into Green Consumption Trap? The Impact of Green Consumption on Overconsumption, Nankai Business Review (Chinese journal accepted by NSFC, CSSCI). Online

2.?Zhuomin Shi, Caiyun Zhang, Liangyu Wu(2020), Sales or Reviews, Which Matters More to Consumer Preference and Online Advertising? ¡ª Evidence from Eye-tracking and Self-reporting, International Journal of Advertising, 39(8),1274-1300

3.?T.S,Xia£¬Z.M,Shi£¬L.S,Lai(2020), The Study on the Relationship between the Social Exclusion and Pro-social Consumer Behavior in the Conformity Context, Management Science(Chinese journal accepted by NSFC, CSSCI), 33(1),114-125

4.?Zhuomin Shi, Jianying Ouyan, Haizhong Wang,(2019), A Comparative Study on the Organizational Structure between Japanese Keiretsu and Korean Chaebol and the Trend As Well, World Economic Research(Chinese journal), 8(2), 9-20

5.?Z.M.Shi, L.F.Wu, Z.Y.Kuang (2018), How Face Consciousness Reverse Pro-self-behavior? A Study on Ecological Consumption from the Perspective of Social Value Orientation, Journal of Contemporary Marketing Science, 1(1),117-144.£¨Emerald Publishing Limited.£©

6.?Z.M.Shi, W.Y.Zheng (2017),An Eye Tracking Research on Consumer¡¯s Preference for Eco-Product in Chinese Face Culture, Management World,9,129-140(Top 1 Chinese journal in management, CSSCI)

7.?Z.M.Shi, W.Y.Zheng, Z.Y.Kuang (2017), The Difference of FACE Measurement between Reflective Model and Formative Model and the FACE Influence on Green Product Preference, Chinese Journal of Management,14(8),1208-1218(Chinese journal accepted by NSFC, CSSCI)

8.?Z.M.Shi, J.W.Ye, S.Zhang(2017), Why Brand Anti-fans Are Persistent---A Exploring Research on Grounded Theory, ?Journal of Brand Research(Chinese journal),9(3),44-52

9.?Z.M.Shi, Z.Y.Kuang, N.Yang(2017),Why It Is Hard to Explain Chinese Face? Frontiers of Business Research in China,11(1): 15¨C44

10.?Z.M.Shi, W.Y.Zheng, Q.Lin(2016),A Study on the Elements Commonality and Personality in Brand Narration of the Luxury--- Cases studies on 9 Luxury Brands, ?Journal of Brand Research(Chinese journal),6(6),56-78

11.?N.Yang, Z.M.Shi, S.Zhang (2016)£¬A Study of the Difference and Effects of Global Brands¡¯ Advertising Appeals in China and Japan---A Case Study of Mercedes-Benz and Audi£¬Journal of Brand Research(Chinese journal),5(5),62-72

12.?N.Yang, Z.M.Shi, Z.Y.Kuang(2016), Why Green Consumption Behavior is ¡°easier said than done¡±? ---Evidence from China Market, International Journal of Business and Social Science,7(7),143-155

13.?Can Threatened Moral Self Make People Prefer Ecological Product?¡ªAn Eye Tracking Research based on Chinese Face Consciousness, Asia Marketing Journal ,17(4),21-42

14.?Z.M.Shi, Y.J.Chen, L.S.Lai(2015), A Study on the exploration of Connection of Online Face Consciousness and its influence on WOM in Social Network, Journal of Marketing Science(Chinese journal, CSSCI),11(2),133-151

15.?Z.M.Shi, W.Y.Zheng(2014), An eye-tracking study on the differences between two cognitive styles of individuals in reading advertising, Journal of Marketing Science(Chinese journal, CSSCI),10(3),128-145

16.?Z.M.Shi, L.F.Wu, Z.Y.Kuang(2014), How Face Consciousness Reverse Pro-self Behavior?-A Study on Sustainable Consumption from the Perspective of Social Value Orientation, Journal of Marketing Science(Chinese journal, CSSCI), 10(2),59-81 [This paper is also reprinted by Marketing Journal, Information Center for Social Science, Renmin University of China, F513(12),41-58]

17.?Z.M.Shi, W.Y.Zheng,Y.T.Zhang, W.Q.Chao(2014), The Internationalization of Chinese Company: Haier¡¯s Example, Journal of the Graduates Sun YAT-SEN University(Chinese journal),35(2),55-66

18.?Z.M.Shi, L.L.Wen, W.Y. Zheng(2014),Can Ecological Product Win Consumers in China??A Study on the Effect of Product Attributes and Consumers¡¯ Face Consciousness on Ecological Product Preference, Frontiers of Business Research in China,8(2),182-205

19.?I.Furukawa, C.J.Jin, A.Nuttapol, D.H.Hahna, M.H.Kao and Z.M.Shi(2014), Why We Buy What We Do Not Want To Buy? Effect Of Filed Pressure On Willingness To Buy In Face To Face Service Encounter, Journal of Marketing Thought,1(1),1-11

20.?Z.M.Shi, Z.Y.Kuang, Y.J.Chen, L.Zhu(2013), Face Consumption Need and Its Effects on Advertising: ----Advertising Spokesperson as a Moderating Variable£¬China Management Studies(Chinese journal), 8(2),37-62

21.?Z.M.Shi, M.Q.Cao(2013).,A Study on the Influence of Face Awareness on Luxury Purchase Intention of the Middle Class in China, South China Journal of Economics(Chinese journal, CSSCI), 282(3),62-74

22.?Z.M.Shi, L.L.Li, L.F,Wu(2013)., ¡°Free Gift¡± or ¡°Free Postage¡±, Which One Do You Prefer?-An Empirical Study on How Online Promotion Framing influence Consumer¡¯s Online Buying Intention, Journal of Marketing Science(Chinese journal, CSSCI),9(1),105-117

23.?Z.M.Shi, L.J.Fan, J.F.Ye(2012), An Empirical Study on Chinese lian and mian and its Effect on Consumer¡¯s Attitude toward Advertising of Luxury, Nankai Business Review(Chinese journal?accepted by NSFC, CSSCI),15(1),151-160[This paper is also reprinted by Marketing Journal, Information Center for Social Science, Renmin University of China,F513(6),53-62]

24.?Z.M.Shi, L.L.Wen, L.J.Fan(2012), How Chinese Face Perception Influences Consumer¡¯s Implicit and Explicit Attitude towards Brand Country of Origin, International Journal of Business and Management.7(5),123-139

25.?Z.M.Shi, L.L.Wen, Z.H.Huang and J.F.Ye (2011), An Empirical Study on Face Need Effects on Advertising of Luxury, Innovative Marketing. 7(3),40-50

26.?Z.M.Shi, L.J.Fan, L.L.Wen(2011), A Study on the Effect of Face Perception on the Implicit and Explicit Brand Attitude toward Country of Origin, Journal of Marketing Science(Chinese journal, CSSCI), 7(3),25-41

27.?Z.M.Shi, F.K. Ichiro, C.J. Jin(2011), Cognitive Discrepancy in Chinese ¡°Face¡±: mian and lian, and their Impact on Cognition of Country-of-Origin Image, Frontiers of Business Research in China. 5(2),163-178

28.?C.J. Jin, I.R. Furukawa and Z.M.Shi(2010), Mianzi and consumer behavior in the Chinese market: a literature review, Economic Papers(Japanese journal),Seijo University,188(3),159-175

29.?Z.M.Shi, X.L.Chen(2009), The Working Mechanism of Corporate Associations on the Driving Path of Customer Loyalty, Modern Business(Chinese journal),192(35),92-96

30.?Z.M.Shi(2009), Late-mover Advantage and Growth Strategy---Case Study on Innovative Enterprise, New Economy Weekly (Chinese journal),160(9),91-95

31.?S.J.CHAI, Z.M.Shi(2008), Marketing Channel Differences and Marketing Strategies for Chinese food in Europe Market, Commercial Times(Chinese journal),423(20),40-42

32.?Z.M.Shi(2005), First-Mover Advantage and Late-Mover Advantage for Oligopoly Enterprise, reprinted by Business Management, China books and Information Centre of Renmin University. F31(5),94-98

33.?Z.M.Shi(2005), First-Mover Advantage and Late-Mover Advantage for Oligopoly Enterprise, Academic Research(Chinese journal, CSSCI),244(3),23-27

34.?Z.M.Shi(2005), Using Game Theory to analyze the phased competition essence of the Chinese mobile telecommunication enterprise¡±, Economic Frontier(Chinese journal), 167(6),58-60

35.?Z.M.Shi(2004), The Design and Application for MNCs¡¯ Global Marketing Model. Proceedings of International Conference on Multinationals in China --- Competition and Cooperation, The Universal Press Limited. 123-132

36.?Z.M.Shi(2002). Study on the Relationship among Economic Globalization, Consumption Culture and Consumer Behavior, Academic Research(Chinese journal, CSSCI),211(6),18-21

37.?Z.M.Shi(2002), Analyzing the keys of Obtaining the Competitive Advantage for MNCs Under Economic Globalization, GuangDong Social Sciences(Chinese journal, CSSCI), 95(3),16-20

38.?Z.M.Shi, Effect of Price Promotion in Marketing Mix---the logical relationship between Cost Structure and Price Competition. Proceedings in ¡°Enterprises and Markets in 21st Century¡±. Guangdong People¡¯s Press. 2000.6

39.?Z.M.Shi(2000), Issue on the Relationship between Firm Subsistence and its Core Competence as well as its Resources Advantage, South Economy(Chinese journal, CSSCI) , (3),51-53

40.?Z.M.Shi(1999), Cognition on Price competition, Commercial Research(Chinese journal), 211(11),108-110

41.?Z.M.Shi(1999), Economic Globalization and the Environment for the Growth of Chinese Enterprises Group, South Economy(Chinese journal, CSSCI), (7),62-63

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Conference Papers

1.?Zhuomin Shi, Caiyun Zhang (2019). Study on Green Consumption Trap: Mechanism of Formation and Attenuation. The 5^th Symposium on Green Consumption and Green Marketing, Nanchang, China. (Best Annual Paper Award)

2.?Zhuomin Shi, Caiyun Zhang (2019). Moral Licensing Effect on the Asymmetry in Green Consumption---Decoupling between Judgement and Decision from Perspective of Observer and Actor. Proceedings of the 16^th Annual Conference of JMS China Marketing Science. Chengdu,China.

3.?Zhuomin Shi, Liangyu Wu, Ning Yang (2019). Green Food vs. Green Supplies ¡ª¡ªWhich One Is More Suitable for Anthropomorphism£¿ 19^th Annual Conference on Society of Management Science of China. Suzhou. China.

4. Zhuomin Shi, Caiyun Zhang (2018). Unconscious Excessive Consumption in the Trap of Green Consumption---Based on the Moral Credentials Model of Moral Licensing Effect, Proceedings of the 15^th Annual Conference of JMS China Marketing Science. Shenzhen, China.

5.?Tiansheng Xia, Zhuomin Shi, Shan Zhang (2018). The Effect of Face Consciousness on the Explicit Attitude and Implicit Attitude towards Ecological Consumption, 2018 American Marketing Association Summer Conference. Boston. USA.

6.?Zhuomin Shi, Shan Zhang (2018). Understanding How Product Placements Work: The Effects of Prominence and Plot Connection on Brand Memory and Brand Attitude, 2018 International Advertising and Branding Conference (2018IABC). Wuxi. China.

7.?Zhuomin Shi, Caiyun Zhang (2018). When Will the Negativity Bias Be Reinforced or Mitigated---The Interactive Effect of Sales Volume and Positive Reviews Percentage Cue on Negativity Bias of Online Reviews, 2018 International Advertising and Branding Conference (2018IABC). Wuxi. China.

8.?T.S,Xia Z.M.Shi, S,Zhang(2017), An ERP Study on the Implicit Attitude towards Chinese Green Consumption, Proceedings of the 14^nd Annual Conference of JMS China Marketing Science. Guangzhou, China.

9.?Z.M.Shi, L.S.Lai, Y.X,Du, T.S,Xia (2017), Does Exclusion Make People Care More About the Environment?---How Social Exclusion Influences People¡¯s Purchasing Preference in the Compensatory Consumption, Thought Leader Conference on Marketing Strategy in Digital, Data-Rich, and Developing Environments, hosted by UIBE and Journal of the Academy of Marketing Science(JAMS).Beijing. China.

10.?Z.M.Shi, S,Zhang, T.S,Xia£¨2017£©, Review and Prospect of the Application of ERP in Neural Marketing, Thought Leader Conference on Marketing Strategy in Digital, Data-Rich, and Developing Environments, hosted by UIBE and Journal of the Academy of Marketing Science(JAMS).Beijing. China.

11.?S,Zhang, Z.J.Jiang, Z.M.Shi(2017), LIAN or MIAN£¿Cases Study of the Influence of Chinese Faces on Shared Bicycle Using Behavior, Proceedings of 2017?Annual Conference of Chinese Marketing Association of University (CMAU).Hangzhou, China.

12.?T.S,Xia, Z.M.Shi, L.S.Lai (2016), How Social Exclusion Influence on People¡¯s Purchasing Preference in the Different Compensatory Consumption, Proceedings of the 13^nd Annual Conference of JMS China Marketing Science. Beijing, China.

13.?W.Y.Zheng, Z.M.Shi (2016), Eye-tracking Research in the Domain of Marketing, Proceedings of the 13^nd Annual Conference of JMS China Marketing Science. Beijing, China.

14.?Z.M.Shi, T.S,Xia, L.S.Lai (2016), Does Exclusion Let People Care for Environment£¿How Social Exclusion Influence People¡¯s Purchasing Preference in the Compensatory Consumption, Proceedings of 2016?Annual Conference of Chinese Marketing Association of University (CMAU). Tianjin, China.

15.?Z.M.Shi, W.Y.Zheng (2015),An Eye-Tracking Experimental Research on How Chinese Face Culture Influence Consumer¡¯s Preference on Ecological Product£¬2015 Annual Conference of GuangDong Social Science Association. Guangzhou. China(Best Annual Paper Award)

16.?Z.M.Shi, W.Y.Zheng (2015), Can Threatened Moral Self Make People Prefer Ecological Product? ¨CAn Eye Tracking Research based on Chinese Face Consciousness,2015 International Conference of Asian Marketing Associations(ICAMA),Tokyo, Japan.

17.?Z.M.Shi, L.S.Lai (2015), Luxury consumption of Chinese people for Gaining Face or Protecting Face: Moderating Effect of Individual Regulatory Focus, Global Business Research Conference 2015, (Proceedings of China Marketing International Conference 2014, 234-250 ,ISSN:2350-190X, Indexed by ISTP-CPCI), HongKong.

18.??Z.M.Shi, Y.J.Chen (2014), Does ¡°Face¡± Consciousness Exist in a Virtual World?-A Study on the Effect of Online Face Consciousness on WOM in Social Network, Proceedings of the 11^th Annual Conference of JMS China Marketing Science. Xiamen, China. (Best Annual Paper Award)

19.?Z.M.Shi, L.F.Wu (2013), How Face Consciousness Reverse Pro-self Behavior?-A Study on Sustainable Consumption from the Perspective of Social Value Orientation, Proceedings of the 10^th Annual Conference of JMS China Marketing Science. Beijing, China.

20.?Z.M.Shi, Z.Y.Kuang (2013), Why Green consumption Behavior is ¡°easier said than done¡± -An Empirical Study of Perceived Control and Perceived difficulty on Green Consume Behavior¡¯s Moderate Effect, Proceedings of the 10^th Annual Conference of JMS China Marketing Science. Beijing, China.

21.?Z.M.Shi, W.Y.Zheng (2013), An Exploratory Study on the Differences Between the Two Cognitive Styles of Individuals in Reading Advertising, Proceedings of the 10^th Annual Conference of JMS China Marketing Science. Beijing, China.

22.?Z.M.Shi, Y.J.Chen(2013). How does Face Needs Promote the Willingness of eWOM in SNSs? : The Mediating Effect of Self-Presentation, Proceedings of the 10^th Annual Conference of JMS China Marketing Science. Beijing, China.

23.?Z.M.Shi, L.F.Wu, R.Wu and L.L.Li (2012), A Study on Consumption during the Chinese Spring Festival and the Influence of Face Concept on Gift-giving Behavior, Proceedings of 2012 International Conference on Management and Information Engineering (Indexed by EI),935-940,ISBN: 978-1-61896-6973-026-9.

24.?Z.M.Shi, L.L.Li, R.Wu (2012), An Empirical Study on How Online Promotion Framing influence Consumer¡¯s Online Buying Intention, Proceedings of the 9^th Annual Conference of JMS China Marketing Science. Dalian, China.

25.?Z.M.Shi, L.Zhu, Z.H,Huang(2011), Measurement of Face Consumption Need and Its Effects on Advertising: An Exploratory Research. Proceedings of the 8^th Annual Conference of JMS China Marketing Science. Guangzhou, China. (Best Annual Paper Award)

26.?Z.M.Shi, M.Q.Cao, L.L.Li(2011), Middle Class in China: Characteristics of Face Awareness and Luxury Purchase. Proceedings of the 8^th Annual Conference of JMS China Marketing Science. Guangzhou, China.

27.?L.J.Fan, Z.M.Shi,L.L.Wen(2011), A Study on the Effect of Face Perception on the Attitude and Purchase Intention of Brand of Country-of-Origin: Face Perception as a Moderator. Proceedings of the 8^th Annual Conference of JMS China Marketing Science, Guangzhou, China.

28.?L.L.Li, Z.M.Shi(2011), A Study on the Consumption during Spring Festival and Influence of Face Concept on Gift-giving Behavior. Proceedings of the 8^th Annual Conference of JMS China Marketing Science. Guangzhou, China.

29.?L.L.Wen. Z.H.Huang. Z.M.Shi(2011), A Study on Chinese Spring Festival Gift Consumption from a Perspective of Relation Orientation. Proceedings of the 8^th Annual Conference of JMS China Marketing Science. Guangzhou, China.

30.?Z.M.Shi,J.F, Ye, I.R. Furukawa and C.J. Jin(2010), Face Need and its Impact on Advertising of Luxury. Proceedings of the 7^th Annual Conference of JMS China Marketing Science. Beijing, China. (Best Annual Paper Award)

31.?I.R. Furukawa, C.J. Jin, Z.M. Shi(2010), Motivation of Face Consumption: Empirical Study on Three Big Cities in China. Proceedings of the 7^th Annual Conference of JMS China Marketing Science. Beijing, China.

32.?Z.M. Shi, I.R. Furukawa,C.J. Jin(2010), Chinese Face: MIANZI and LIAN and their Influence on Chinese Consumer Behavior. Proceedings of 2^nd International Symposium on Information Engineering and Electronic Commerce. Ternopil, Ukraine (Indexed by EI). ISBN: 978-1-4244-6973-4. ?p. 252-256.

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Books

1.?Z.M. Shi. ?The Stratigic Marketing for Late-Mover Oligopoly. SYSU Press. 2006.11

2.?Y.S.Mao, Z.M.Shi. Corporate Restructure and Competitive Advantages. GuangDong People¡¯s Press. ?2000.5

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Conference Presentations

1.?2021 Spring Research Project Festival(online) of Japan Marketing Association (JMA).Tokyo. Japan. Strategies on Brand Internationalization of Chinese Firms---A perspective from theory of Country-of-Origin effect.

2.?2019 Annual Conference of Chinese Marketing Association of University (CMAU). Changsha,. China. Researches Review on Green Consumption.

3.?2018 American Marketing Association Summer Conference. Boston. USA. The Effect of Face Consciousness on the Explicit Attitude and Implicit Attitude towards Ecological Consumption.

4.?2017 Thought Leader Conference on Marketing Strategy in Digital, Data-Rich, and Developing Environments. Beijing. China. Does Exclusion Make People Care More About the Environment? --- How Social Exclusion Influences People¡¯s Purchasing Preference in the Compensatory Consumption.

5. 2016 Annual Conference of JMS China Marketing Science. Beijing. China. Eye-tracking Research in the Domain of Marketing.

6.?2016 Annual Conference of Chinese Marketing Association of University (CMAU). Tianjin, China. Does Exclusion Let People Care for Environment£¿---How Social Exclusion Influence People¡¯s Purchasing Preference in the Compensatory Consumption.

7.?2015 International Conference of Asian Marketing Associations (ICAMA). Tokyo. Japan. Can Threatened Moral Self Make People Prefer Ecological Product? ¨CAn Eye Tracking Research based on Chinese Face Consciousness.

8.?2015 Global Business Research Conference. HongKong. Luxury consumption of Chinese people for Gaining Face or Protecting Face: Moderating Effect of Individual Regulatory Focus.

9.?2014 Annual Conference of JMS China Marketing Science. Xiamen. China. ?Does ¡°Face¡± Consciousness Exist in a Virtual World?-A Study on the Effect of Online Face Consciousness on WOM in Social Network. (Best Annual Paper Award)

10.?2013 Annual Conference of JMS China Marketing Science. Beijing. China. ?How Face Consciousness Reverse Pro-Self Behavior?-A Study on Sustainable Consumption from the Perspective of Social Value Orientation.

11.?2012 Annual Conference of JMS China Marketing Science. Dalian. China. ?An Empirical Study on How Online Promotion Framing influence Consumer¡¯s Online Buying Intention---From a perspective of Consumer¡¯s Regulatory Focus.

12. 2011 Annual Conference of JMS China Marketing Science. Guangzhou. China. Measurement of Face Consumption Need and Its Effects on Advertising: An Exploratory Research. (Best Annual Paper Award)

13.?2010 Annual Conference of JMS China Marketing Science. Beijing. China. ?Face Need and its Impact on Advertising of Luxury. (Best Annual Paper Award)

14.?2009 the 86^th Academic Annual Conference of Japan Institute of Marketing Science. Tokyo. Japan. Chasm and MIANZI---The discrepancy of LIAN and MIAN and Impacts on Chinese Consumer Behavior.

PROJECTS

In Charge?(Principal Investigator)

1.?PI in the Project of NSFC (National Natural Foundation of China), Research on the Differentiated Formation Mechanisms Underlying Country-of-Origin Effect of Chinese Brands and Coping Strategies amid Anti-Globalization (No.72072186).

2. PI in the Project of FRFCU (Major Research Plan of the Fundamental Research Funds for the Central Universities), Shaping and Cultivating Pro-social Consumer Behavior in a Social-exclusive Environment (16wkjc14).

3.?PI in the Project of NSFC (National Natural Foundation of China), Research on the Formation and Resolution Mechanism of Moral Conflict in Eco-Consumption (No.71572205).

4.?PI in the Project of NSFC (National Natural Foundation of China), LIAN Consumption and MIAN Consumption: ?Connotation Distinguish, Measurement and the modification on Fishbein Model (No.70972078).

5.?PI in the Projects of International Cooperation and Exchanges NSFC, International Colloquium on Developing Marketing Knowledge in Emerging China (No.71110307026).

6.?PI in the Project Sponsored by SRF for ROCS, SEM (the Scientific Research Foundation for the Returned Overseas Chinese Scholars, State Education Ministry): LIAN Consumption and MIAN Consumption in Cross-Cultural Marketing£¨No.40£©.

7.?PI in the Project Sponsored by the Fundamental Research Funds for the Central Universities. ??Study on the Consistency between Environment-Conscious ?Attitude and Behavior : from Perspective of Face Perception£¨2011-1137116£©.

8.?PI in the Project of Bilingual Course Teaching: Global Marketing Management (No.201087)

9.?PI in the Project of Youth Foundation of SYSU: Research on the Late-Movers Advantages in Chinese Strategically Competitive Industry (No. 14000-4101475).

10.?PI in Teaching Course Innovation Project of SYSU: Global Marketing Management---Theory and Practice (No. 14000-1163114).

11.?PI in the Project of TongShan Foundation: The Research and Development of Global product in Trans-cultural Marketing Environment (No. 99XQN005).

12.?PI in the Sub-Project of Enterprise: The Strategic Marketing Planning for Chinese Mobile Enterprise (No.UGDSCWT2004014).

13.?PI in the Project Sponsored by ?CS-AIR(CHINA SOUTHERN AIRLINE): Direct Marketing Strategy for China Southern Airline£¨20101208001£©

Participating (Key Player)

1.?KP in the project of Youth Fund of NSFC (National Natural Foundation of China), ¡°Explore the emergence, composition and effect mechanism of encouragement in the field of marketing¡±(No.71672201£©

2. KP in the project of Youth Fund of NSFC (National Natural Foundation of China, ¡°The Impact of Food Safety on Public Food Consumption Decisions: A perspective of Terror Management¡±(No. 71102098)

3.?KP in the project of NSSFC National Social Science Foundation of China, ¡°Study on SCR of Privately-Owned Enterprises of China in Harmony Society¡± (No. 09BHS049)

4.?KP in the Vital Bidding Project of Ministry of Education of P.R.C., ¡°Developing Strategies on Accelerating the Internationally Well-Known Brands for Chinese Firms¡± £¨No.08JZD0019£©

5.?KP in the Project of NSFC(National Natural Science Foundation of China), ¡°Multinational¡¯s Strategies in Mainland China and the Reactive Action of Chinese Enterprises¡± ?(No. 70132010)

6.?KP in an enterprise entrusted project, ¡°Strategic Planning on the Industrial Structure Optimization for Dongguan Dalingshan Town¡± (No. 0911142)

7.?KP in the Project of NSFC(National Natural Science Foundation of China), Research on the Clustered Net of Medium & Small-Sized Chinese Enterprises and the Professional Generative Mechanism (No. 7003013)

8.?KP in the Project of National Education Ministry Foundation, Curriculum Design for Marketing (1998~2000)

9.?KP in the Project of GuangDong Social Science Foundation, The Growing GuangDong Enterprise Group (No. 990930)

10.?KP in the Project of GuangDong Education Department Foundation, Marketing Organization Structure and Innovation (No. 02SJP630003)

AWARDS

1.?Awarded the Best Paper of 2019 Symposium on Green Consumption and Green Marketing of Chinese Marketing Association of University(CMAU). Jiangxi. China

2.?Awarded 2018 Excellent Communist-Party Member of School of Business, Sun Yat-Sen University

3. Awarded the 2^nd of 2016 Ho's Educational Fund for Outstanding Teaching in SYSBS

4.?Awarded Excellent Reviewer for Journal of Marketing Science in 2015

5.?Awarded the 2^nd Prizes for Best Paper of 2015 GuangDong Social Science Academic Annual Conference. Guangzhou,China.2015

6.?Awarded the Best Paper of 2014 Annual Conference of Journal of Marketing Science. Xiamen, China.2014

7.?Awarded Excellent Grade of Annual Appraisement of SYSU ?in 2013

8.?Awarded the 2^nd of 2012 Ho's Educational Fund for Outstanding Teaching in SYSBS

9.?Awarded the 2^nd of 2011 Ho's Educational Fund for Outstanding Teaching in SYSBS

10.?Awarded the Best Paper of The 8^th Annual Conference of JMS China Marketing Science.2011.Guangzhou,China

11.?Awarded Excellent Reviewer for Philosophy and Social Sciences Planning Project of Guangdong Province in 2011

12.?Awarded Excellent Communist-Party Member of Sun Yat-Sen University

13.?Awarded the Best Paper of 2010 Annual Conference of Journal of Marketing Science. Beijing, China.2010

14.?Awarded Excellent Grade of Annual Appraisement of SYSU ?in 2010

15.?Awarded Excellent Grade of Annual Appraisement of SYSU in 2009

16.?Awarded the Sino-Japan Government Exchange Scholarship in during 2006-2008

17.?Awarded the America LingNan Foundation in 2001

18.?As a PH.D student, Honored as ¡°Excellent Graduate¡± for Doctoral Course in 2001, Granted by SYSU

19.?Awarded ¡°SYLFF¡± scholarship in 2000, Granted by THE RYOICHI SASAKAWA YOUNG LEADERS FELLOWSHIP FUND(SYLFF)

20.?Awarded ¡°SYLFF¡± Youth Foundation in 1999, Granted by THE RYOICHI SASAKAWA YOUNG LEADERS FELLOWSHIP FUND(SYLFF)

21.?Paper, ¡°Economic Globalization and the Environment for the Growth of Chinese Enterprises Group¡± was awarded 2^nd prize of Excellent Economic Paper, Sponsored by GuandDong ZongGuan Economic Association in 1999

22.?Awarded Fok.ChuAn Management Scholarship in 1995 and 1992 for the undergraduate career and graduate career separately

23.?As a M.E. student, Award the excellent student scholarship in successive years; Awarded GuangHua scholarship in 1994; Honored as ¡°Excellent Postgraduate¡± in 1995

24.?As a B.E. Student, Awarded the excellent student scholarship in successive years; Awarded P&G scholarship in 1991; Honored as ¡°Excellent Undergraduate¡± in 1992

PROFESSIONAL

Journal?Reviewer

Reviewer for NSF,GD

Reviewer for NSFC

Reviewer for Journal of Marketing Sciences

Reviewer for Nankai Business Review

Reviewer for Chinese Journal of Management

Reviewer for Journal of Sun Yat-Sen University (Philosophy & Social Science Edition)

Reviewer for Journal of Jinan University (Philosophy & Social Science Edition)

Reviewer for China Management Studies

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Professional Associations

External Academic Adviser(EAA) to the Master of Science in Marketing and International Business Program for 2017¨C2023 in Lingnan University, Hong Kong.

Member of a council in Chinese Marketing Association of University (CMAU) since 2017

Member of Editorial Board of Journal of Marketing Thought since 2014

Member of ?Chinese Association of Marketing Science Applications (JMS)

Member of Japan Institute of Marketing Science

Member of American Marketing Association?(AMA)

TEACHING COURSE

Principle of Marketing (for Undergraduates from 2000)

Marketing Management (for MBA from 2002 and for International Students from 2009)

Global Marketing Management (for Undergraduates and MBA from 2000)

Research Issues in Global Marketing (for Graduates from 2010)

Consumer Behavior (for Undergraduates from 2009)