Sep. 2002- July 2004    University of Edinburgh                                          

                                      Ph.D. in Marketing

                                      Department of Business Studies

                                      School of Economics and Management Studies

                                      (Supervisors: Dr. Stephanie O’Donohoe, and professor John Dawson)


Aug. 2000-April 2002  University of Houston                                          

                                      Ph.D. candidate in Marketing (GPA 3.63/4.0)

                                      Minor in Psychology


Aug. 1998-Dec. 1999   University of Illinois at Chicago   

  Master of Business Administration

                                      Concentration: Marketing (GPA 4.8/5.0)


Sep. 1994-June 1998    National Taiwan University    

                                      Bachelor of Finance




Consumer Decision Making

Advertising Research

Consumer Psychology

Healthcare Marketing

Political Advertising





Experimental Design (Ph.D. level)**

Consumer Behavior (Ph.D. level)**

International Marketing Management (MBA level) **

Marketing Management and Research (MBA level) **

Marketing Research and Consumer Behavior Insight (MBA level)

Integrated Marketing Communication (undergraduate level) **

Consumer Behavior (undergraduate level)

Introduction to Marketing (undergraduate level, National Cheng-Kung University)

Marketing Strategic Management (undergraduate level, U. of Edinburgh) **

Marketing Management (undergraduate level, U. of Edinburgh) **


** Taught in English




2016-2018      Chair of research grant (MOST: 105-2410-H-110 -027 -MY2)

“Exposures to Bikinis Lead to Indulgent Consumption: It Depends on How You Present and Who Sees the Sexual Stimuli”


2016-2018      Chair of research grant (MOST: 105-2410-H-110 -032 -MY2)

“Does a Sad Face to Gain Sympathy Work in Advertising for Cause-Related

Marketing? Full-Factorial Design, Eye-Tracking

Experiments, and Model Testing”


2014-2015      Chair of research grant (MOST: 104-2628-H-110-003–)

“Is Cuteness Angel or Devil? Influences of Product Cuteness With

Anthropomorphism on Consumer Altruism”


2013-2014      Chair of research grant (MOST: 103-2628-H-110-001)

“Can Buying a Product with a Cause Make Us Better People? Impacts of Licensing Effects after Purchasing a Product with a Cause”


2013-2016      Chair of research grant (NSC: 102-2410-H-110-056-MY3)

“Guilt Appeals as a Double-Edged Sword in Social Advertising? Full-Factorial Design, Conjoint Study, and Neuroscience Experiments”


2011-2013      Chair of research grant (NSC: 100-2628-H-110-005-MY2)

“Is a Cause Photo a Panacea in Cause-Related Marketing Ads? Evidence from Experiments and Neuro-Science Settings”


2007-2010       Chair of research grant (NSC: 96-2416-H-110-026-MY3)

Influences of 'Doing Good by Buying Goods' on Consumer Purchase Decision


2006-2007       Chair of research grant (NSC: 95-2416-H-390-005-)

“Perfect Political Advertising: The Moderators of Political Sophistication and Candidate/Party Credibility”


2005-2006        Chair of research grant (NSC: 94-2416-H-390-001)

A Cross-National Study on the Effectiveness of Price Framing Tactics in Consumer Product Advertising


2005-2006         Co-chair of research grant (NSC: 94-2412-H-110-002-)

                       What Do We Know about the Advertising Effectiveness of the Public Welfare Lottery?”


2004-2005         Chair of research grant (NSC: 93-2416-H-390-009)

Framing Makes a Difference: How to Successfully Frame an Advertisement Message for Reducing Child Poverty


2001-2002                    Health Psychology Research Group

Department of Psychology

University of Houston

Directed by Clinical Psychology professor Mary J. Naus


2001-2002          Research Assistant to Dr. Betsy Gelb

                           Department of Marketing and Entrepreneurship

                           University of Houston


2000-2001          Research Assistant to Dr. Partha Krishnamurthy

                           Department of Marketing and Entrepreneurship

                           University of Houston


2000                                    National Academic Conference of Strategy Planning and Hospital Management (Hyatt Hotel at Taipei, Taiwan)

Representative of Kaohsiung Medical University Hospital


1999                          Independent study with professor Dr. Joseph Cherian in UIC

Cross-Culture Differences on Consumer Involvement and Service Quality


1996                                    Participation in National English Conference of International Trade and Economy held by China Youth Corps (Taipei, Taiwan)


1996                                    Project leader of questionnaire and interview team

                          National Health Insurance Bureau of Executive Yuan (Government Grant)

Grant Title: Investigation on Efficacy of National Health Insurance



2000                Kaohsiung Medical University Hospital                                Kaohsiung, Taiwan

                        Research Assistant at the Dental Department (Full-Time)

l          Conducted Cost-Benefit Analysis of the dental department

l          Evaluated operational independence of the dental department

l          Published a series of discussion paper on marketing strategy planning in hospital industry at Journal of Kaohsiung Medical University

l          Guided surveys of consumer dental hygiene behavior and satisfaction toward the dental department at Kaohsiung Medical University Hospital


1995-1998        Kaohsiung Social Service Association on campus                       Taipei, Taiwan  

                         President, academic administrator, and consultant

l        Directed a staff of eighty in assessing needs and delivering social service to local community in Kaohsiung County

l        Enhanced the image of association and built developed relationships with government and social associations


License of Stock Market Trader in Taiwan (License number: 87-108144)




入選亞洲百大行銷學者(Top 100 Active Researchers in Marketing)





Assistantship Funding at the University of Houston (2000-2002)

Scholarship at the University of Illinois at Chicago (1999)

Top Ten Outstanding Youths of National Taiwan University (1996)

Top Ten Outstanding Youths of China Youth Corps (1996)

Best Leader of Social Service Community presented by Mi-Tou Town, Kaohsiung County  (1995)




l   International reviewer of Communication Monographs  (SSCI)

l   International reviewer of Internet Research (SSCI)

l   International reviewer of Journal of Advertising (SSCI)

l   International reviewer of Journal of Applied Social Psychology (SSCI)

l   International reviewer of Journal of Consumer Behaviour (SSCI)

l   International reviewer of Psychological Reports (SSCI)

l   International reviewer of Behaviour & Information Technology (SSCI)

l   International reviewer of Annals of Tourism Research (SSCI)

l   International reviewer of Nonprofit and Voluntary Sector Quarterly (SSCI)

l   International reviewer of Social Behavior and Personality (SSCI)

l   International reviewer of Marketing Intelligence and Planning

l   International reviewer of Journal of Consumer Marketing

l   International reviewer of Advances in Consumer Research

l   International reviewer of European Advances in Consumer Research

l   International reviewer of International Journal of Information and Management Sciences

l   International reviewer of Asia Pacific Management Review

l   International reviewer of Pan-Pacific Management Review

l   Reviewer of 經濟與管理論叢(EconLit)

l   Reviewer of Management Review (管理評論) (TSSCI)

l   Reviewer of臺大管理論叢(TSSCI)

l   Reviewer of電子商務學報 (TSSCI)

l   Reviewer of交大管理學報(TSSCI)

l   Reviewer of中山管理評論(TSSCI)

l   Reviewer of廣告學研究

l   Reviewer of 管理與系統

l   Review of Asia-Pacific Economic and Management Review (亞太經濟管理評論)

l   Reviewer of Fu Jen Management Review (輔仁管理評論)

l   Proposal grant reviewer of National Science Council, Taiwan

l   Committee member for the United Way, Taiwan

Oral examiner of Examination Yuan, Taiwan.