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Prof. Yuwei Jiang
PolyU Scholars Hub

Prof. Yuwei JIANG

Professor and Associate Head of Department

Research Area: Marketing

  • M914
  • +852 3400 3948
  • Consulting, Research and Teaching Interests: Social Influence on Consumer Behavior, Visual Marketing, Consumption and the Self
  • Curriculum Vitae

Education and Academic Qualifications

  • Master of Science in Economics, Hong Kong University of Science and Technology
  • Doctor of Philosophy in Marketing, Hong Kong University of Science and Technology


Prof. Jiang’s research interests are in the area of consumer psychology. Most of his research involves how consumers' judgments and decisions are shaped by social influence, self concepts, and visual marketing information. Prof. Jiang is one of the top 50 most productive marketing scholars in the world (based on the number of publications on premier marketing journals in 2012-2021). His research has appeared frequently in top-tier academic journals, such as the Journal of Personality and Social Psychology, Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Strategic Management Journal, Organizational Behavior and Human Decision Processes, and Consumer Psychology Review. Prof. Jiang serves as an associate editor for the Journal of Consumer Psychology, a guest associate editor and editorial board member for the Journal of Consumer Research, and a co-editor for the Journal of the Association for Consumer Research special issue on pandemic-transformed economy. He was awarded the Marketing Science Institute (MSI) Scholar in 2020, the outstanding reviewer award for the Journal of Consumer Research in 2019; the MSI Young Scholar in 2015, and the AMA-Sheth Doctoral Consortium Fellow in 2008.



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