معرفی
Yimin Cheng is an Associate Professor of Marketing at Monash University in Melbourne, Australia. He earned his Ph.D. in Marketing from the Hong Kong University of Science and Technology (HKUST) and is currently affiliated with the Department of Marketing at Monash Business School. His research focuses on consumer behavior, emotion, and decision-making across healthcare, branding, and digital marketing contexts.
Education:
- Ph.D. in Marketing – Hong Kong University of Science and Technology (HKUST)
Research Interests:
Prof. Cheng's work explores how consumer beliefs, emotions, and inference-making processes influence behavior in domains such as healthcare decisions, food consumption, digital marketing, and entertainment. He integrates experimental methods with field studies and secondary data analysis to uncover psychological mechanisms behind consumer choices.
Publications & Impact:
His recent publications span top-tier journals including Journal of Consumer Research, Journal of Marketing Research, Journal of Business Ethics, and European Journal of Marketing. His work is recognized for advancing understanding of consumer psychology, particularly in how cultural values like the Protestant Work Ethic shape preferences and decisions.
Scientific Awards:
- Dean's Award for Research Excellence by an Early Career Researcher (Monash Business School, 2024)
- Fellow, 50th AMA-Sheth Foundation Doctoral Consortium (2015)
- HKUST Business School Recognition of Excellent Teaching Performance (2017)
- Hong Kong Research Grant Council PhD Fellowship (2011)
- Beta Gamma Sigma Honor Society (2018)
Advising & Collaboration:
Prof. Cheng actively supervises Ph.D. and postdoctoral researchers in consumer behavior. He welcomes collaborations with academics, industry partners, and NGOs, especially those aligned with UN Sustainable Development Goals. His lab focuses on experimental research in marketing and behavioral science.
Teaching & Service:
He teaches Buyer Behavior Theory to Master's students and Marketing Theory to Honours students at Monash. He has received the Monash University “Purple Letter” for Outstanding Teaching for seven consecutive years (2019–2025). He also serves as Associate Editor for Journal of Business Research and as a grant reviewer for the Hong Kong Research Grants Council.
