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Jiewen HONG

Associate Professor
Email: mkjiewen@ust.hk

PhD      Northwestern University
MA       University of Maryland, College Park

BA        Beijing Foreign Studies University

[ CV ]



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


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.