معرفی
Professor Yung-Chien Lou is a distinguished faculty member in the Department of Business Administration at National Chengchi University's College of Commerce in Taipei, Taiwan. With over 30 years of academic service, he has established himself as a leading scholar in marketing, particularly in consumer behavior, pricing strategy, and brand management. His extensive research portfolio spans multiple areas including consumer boycotts, virtual world experiences, and cross-cultural marketing.
Professor Lou's research interests focus on understanding consumer decision-making processes, particularly in the context of pricing strategies, brand extensions, and cross-cultural consumer behavior. His work has significantly contributed to the understanding of how consumers process information about brands, particularly in the context of composite brands and parent-subsidiary relationships. He has pioneered research on gambling-type price promotions and their psychological effects on consumers, as well as the impact of country-of-origin images on consumer attitudes. His research demonstrates a consistent focus on consumer psychology with applications across various marketing domains.
Professor Lou has secured numerous research grants from Taiwan's National Science and Technology Council, particularly in the areas of brand management, consumer boycotts, and price promotion strategies. His recent projects have examined how similarity between parent and subsidiary corporations affects consumer boycott behavior, as well as the psychological mechanisms behind gambling-type price discounts.
- Senior Excellent Teacher Award (30 years service)
- Senior Excellent Teacher Award (20 years service)
- Distinguished Professor
- Internationalization of Academic Research Achievements Excellent Research Award
- Third-Class Service Medal
- College of Commerce Teaching Excellence Award
- National Science Council Type A Research Awards (multiple years)
Professor Lou has served in various administrative roles at National Chengchi University, including as Department Chair of Business Administration and Director of the Center for Public and Business Administration Education. He has also contributed to professional organizations as Director of the Third Sector Studies Association and the Taipei City Cultural Foundation, demonstrating his commitment to both academic and community service.