Prof. Jiewen HONG

Prof. Jiewen HONG

Associate Professor

Academic qualification

  • PhD Northwestern University 
  • MA University of Maryland, College Park
  • BA Beijing Forieign Studies University


Consumer information processing; affect and consumer judgment; subjective experience in consumer judgment.


Wang, Jing, Hong Jiewen, and Rongrong Zhou (2018), “How Long Did I Wait? The Effect of Construal Levels on Consumers’ Wait Duration Judgments,” Journal of Consumer Research, 45 (1), 169-184 (Equal authorship).

Yan, Dengfeng, Jaideep Sengupta, and Jiewen Hong (2016), "Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode," Journal of Consumer Research, 43 (4), 598-613.

Hong, Jiewen and Hannah H. Chang (2015), “I Follow My Heart and We Rely on Reasons: The Impact of Self-Construal on Reliance on Feelings versus Reasons in Decision Making,” Journal of Consumer Research, 41 (April), 1392-1411 (Equal authorship).

Jiang, Yuwei and Jiewen Hong (2014), “It Feels Fluent, But Not Right: The Interactive Effect of Expected and Experienced Processing Fluency on Evaluative Judgment,” Journal of Experimental Social Psychology, 54, 147-152 (Equal authorship).

Hong, Jiewen and Yacheng Sun (2012), “Warm It Up with Love: The Effect of Physical Coldness on Liking of Romance Movies,” Journal of Consumer Research, 39 (August), 293-306.

Hong, Jiewen and Angela Y. Lee (2010), “Feeling Mixed but Not Torn: The Moderating Role of Construal Level in Mixed Emotions Appeals,” Journal of Consumer Research, 37 (October) 456-472.

Hong, Jiewen and Brian Sternthal (2010), “The Effects of Consumer Prior Knowledge and Processing Strategies on Judgments,” Journal of Marketing Research, 2010, 47, 301-311.

Wyer, Robert S. and Jiewen Hong (2010), "Chinese Consumer Behavior: The Effects of Content, Process and Language," In Michael H. Bond Ed., Oxford Handbook of Chinese Psychology (2nd edition), Oxford University Press, New York: 623-639.

Wan, Echo Wen, Jiewen Hong, and Brian Sternthal (2009), “The Effect of Regulatory Orientation and Decision Strategy on Brand Judgments,” Journal of Consumer Research, 35 (April), 1026-1038 (co-authored with (Equal authorship).

Hong, Jiewen, and Angela Y. Lee (2008), “Be Fit and Be Strong: Mastering Self-Regulation through Regulatory Fit,” Journal of Consumer Research, 34 (February), 682-695 (Equal authorship).

Hamilton, Ryan P., Jiewen Hong, and Alexander Chernev (2007), "Perceptual Focus Effects in Choice,” Journal of Consumer Research, 34 (August), 187-199.