Hoang Chi

Hoang Chi is an Associate Professor of Marketing at ESCP Business School in London. She teaches doctoral seminars on consumer psychology and experiment design, as well as master's classes on international marketing, digital marketing, and global issues in marketing.

Her expertise lies in consumer psychology, with specific focus on consumer-technology interaction, meaningful consumer behavior, and consumer decision-making processes. Her research spans multiple sectors including retail, healthcare, and public policy. Additional research interests include signaling theory and brand management strategies, reflecting her interdisciplinary approach to understanding consumer behavior in diverse contexts.

Dr. Hoang has published research in leading marketing journals across various sectors. Her work demonstrates consistent methodological rigor and theoretical contribution to the field of consumer behavior.

• Sheth Foundation Doctoral Dissertation Award

Dr. Hoang has successfully advised doctoral students in consumer psychology research methodology. Prior to joining ESCP, she was a visiting scholar at the Ross School of Business at the University of Michigan (2018) and a research fellow at Nanyang Business School, Nanyang Technological University (2019).

Her research laboratory focuses on experimental approaches to consumer behavior, utilizing both traditional and digital research methodologies to examine consumer responses in various contexts.