Haiming Hang

Haiming Hang is a Professor of Marketing at the University of Bath, affiliated with the Centre for Business, Organisations and Society (CBOS). His research focuses on consumer judgment, decision-making, and the interplay between feeling and thinking in consumer behavior. Key areas include advertising effectiveness, children's consumer socialization, and international retailing. Hang’s work contributes to UN Sustainable Development Goals, particularly in ethical marketing and consumer welfare.

His research explores nonconscious cognition, embodied cognition, and how consumers respond to marketing stimuli. Recent studies address pandemic policy impacts on tax compliance and the morality of marketing communications.

Hang leads projects on persuasion ethics, consumer revenge behavior, and advertisement display technologies. He has supervised seven doctoral students and collaborates globally on behavioral economics and consumer psychology.

His publications span journals like Journal of Business Ethics and Internet Research, emphasizing timely topics such as esports consumer preferences and pandemic policy effects. Hang’s research bridges theoretical insights with practical implications for marketing strategy and ethical practices.