School Events


[BizInsight@HKUST - Lunch Presentation Series] Designs Evaluations and Consumer Experience in Counterfeit Brand Consumption

Successful product designs worth millions, so attractive that people would imitate and create a counterfeit to satisfy the psychological needs. What does consumers and the market think of counterfeits? In this talk, Prof Yonghoon Lee looks into how the market evaluates new product designs that appear similar to older ones, whereas Prof Jiewen Hong examines consumers’ experience of mixed feelings when they use counterfeit products.

How Does the Market Evaluate New Product Designs?
Product design is becoming an important determinant of the market evaluation. In his research, Prof Yonghoon Lee unpacks how the market evaluates new product designs, using stock market reaction to the release of new design patents. Similarity with existing designs play an important role but in a very nuanced way.

Antecedents and Consequences of Counterfeiting Consumption
Counterfeit consumption is on the rise. It is important to understand why consumers buy counterfeits and the consequences of using counterfeit. In her talk, Prof Jiewen Hong examines consumers’ experience of using counterfeit products. She also leverages the findings to design anti-counterfeit advertising.

Professor Yonghoon LEE
Professor Jiewen HONG

Event Details

Date 8 May 2019 (Wednesday)
Time 12:30 pm Registration
12:45 - 2:00 pm Presentations and Q&As
Venue HKUST Business School Central,
Rm 1501-02, 15/F Hong Kong Club Building,
3A Chater Road, Central, Hong Kong (MTR J3 Exit)
Admission Open to public
Fee HK$150 per participant
HK$100 for HKUST Business School alumni and students
(Light refreshments will be provided)
Language English


Please fill in the enrollment form.  A notification email and payment information will be sent to your email account shortly.


For questions, please contact Mr Ray Lee on (852) 2358 8934 or

Arrangement of event in case of Bad weather
All programs would be suspended once the Rainstorm Black Warning or Typhoon Signal No.8 (or above) is hoisted, or there is information that the Warning or Signal would be hoisted within 1 to 2 hours before the event starts. Notification on reschedule or refund arrangement would be announced in due course.