EDUCATION
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
RESEARCH INTERESTS
Consumer Decision Making
Advertising Research
Consumer Psychology
Healthcare Marketing
Political Advertising
COURSES TAUGHT
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,
Marketing Strategic
Management (undergraduate level,
Marketing Management
(undergraduate level,
** Taught in English
RESEARCH EXPERIENCES
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)
WORK EXPERIENCES
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
QUALIFICATION
License of Stock Market Trader in Taiwan (License number: 87-108144)
AWARDS
入選亞洲百大行銷學者(Top 100 Active
Researchers in Marketing)
國立中山大學特聘年輕學者
國立中山大學年輕學者獎
多次國立中山大學優良課程
多次國立中山大學彈性性薪資獎勵
Assistantship Funding at the
Scholarship at the
Top Ten Outstanding Youths of
Top Ten Outstanding Youths of
Best Leader of Social Service Community presented by
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
l Committee member for the
Oral examiner of Examination Yuan,