Faculty Profiles - HONG Jiewen | The Hong Kong University of Science and Technology

Jiewen HONG
洪潔雯

PhD in Marketing
Northwestern University, 2008

Head and Professor
Department of Marketing

(852) 2358 7694
mkjiewen@ust.hk
Room LSK4002
Personal Web

Google Scholar

uUr-aIgAAAAJ

ORCID

0000-0002-0923-0801

Scopus ID

35209970200

Research Interest Publications Projects Teaching Assignment RPG Supervision Space used

Research Interest

Consumer information processing
Affect and consumer judgment
Subjective experience in consumer judgment

Publications

All Years 21 2024 0 2023 0 2022 0 2021 0 2020 0 2019 2 2018 19

2019 2

Silver Linings on Darkened Endorsers: The Ironic Effect of Culpability in Celebrity Scandals

Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban
Conference paper

2018 2

How Long Did I Wait? The Effect of Construal Levels on Consumers’ Wait Duration Judgments

Journal of Consumer Research, v. 45, (1), June 2018, article number ucx117, p. 169-184
Wang, Jing; Hong, Jiewen; Zhou, Rongrong
Article

The Double-Edged Sword of Social Signaling: Antecedents and Consequence of Mixed Emotions in Counterfeit Brand Consumption

The Art and Science of Luxury: An Asian Perspective / Srinivas K. Reddy, Jin K. Han, editors. Singapore : Singapore Management University, 2019, p. 117-137
Liu, Jingshi; Dalton, Amy Nicole; Hong, Jiewen
Conference paper

2016 4

Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode

Journal of Consumer Research, v. 43, (4), December 2016, p. 598-613
Yan, Dengfeng; Sengupta, Jaideep; Hong, Jiewen
Article

It Feels Good and Bad to Be Fake: The Effect of Counterfeit Consumption on Consumer Feelings and Purchase Preference

Advances in Consumer Research, v. 44, October 2016, p. 747-747
Liu, Jingshi; Dalton, Amy N.; Hong, Jiewen
Conference paper

It Feels Good and Bad to Be Fake: The Effects of Using Counterfeits on Mixed Emotions

Liu, Jingshi; Dalton, Amy N.; Hong, Jiewen
Conference paper

The Impact of Power on Reliance on Feelings Versus Reasons in Decision Making

Advances in Consumer Research, v. 44, October 2016, p. 490-492
Huang, Yunhui; Hong, Jiewen; Chang, Hannah H.
Conference paper

2015 3

“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, v. 41, (6), April 2015, p. 1392-1411
Hong, Jiewen; Chang, Hannah H.
Article

It Feels Good and Bad to be Fake: The Mixed Emotional Experience and Consequence of Using Counterfeits

Dalton, Amy N.; Liu, Jingshi; Hong, Jiewen
Conference paper

It Feels Good and Bad to be Fake: The Mixed Emotional Experience and Consequence of Using Counterfeits

Asia-Pacific Advances in Consumer Research, v. 11, 2015, p. 179-180
Dalton, Amy N.; Hong, Jiewen; Liu, Jingshi
Conference paper

2014 1

It Feels Fluent, But Not Right: The Interactive Effect of Expected and Experienced Processing Fluency on Evaluative Judgment

Journal of Experimental Social Psychology, v. 54, September 2014, p. 147-152
Jiang, Yuwei; Hong, Jiewen
Article

2013 1

Impacts of Expected and Experienced Processing Fluency on Consumer Judgment

European Advances in Consumer Research, v. 10, 2013, p. 341-341
Jiang, Yuwei; Hong, Jiewen
Conference paper

2012 2

Warm It Up with Love: The Effect of Physical Coldness on Liking of Romance Movies

Journal of Consumer Research, v. 39, (2), August 2012, p. 293-306
Hong, Jiewen; Sun, Yacheng
Article

Silver Linings on Darkened Endorsers: The Ironic Effect of Schadenfreude in Celebrity Scandals

Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban
Conference paper

2010 3

Feeling Mixed but Not Torn: The Moderating Role of Construal Level in Mixed Emotions Appeals

Journal of Consumer Research, v. 37, (3), October 2010, p. 456-472
Hong, Jiewen; Lee, Angela Y.
Article

The Effects of Consumer Prior Knowledge and Processing Strategies on Judgments

Journal of Marketing Research, v. 47, (2), April 2010, p. 301-311
Hong, Jiewen; Sternthal, Brian
Article

Chinese Consumer Behavior: The Effects of Content, Process, and Language

Oxford Handbook of Chinese Psychology / Michael Harris Bond, editor. Oxford University Press, 2010, p. 623-629
Wyer Jr, Robert S.; Hong, Jiewen
Book chapter

2009 1

The Effect of Regulatory Orientation and Decision Strategy on Brand Judgments

Journal of Consumer Research, v. 35, (6), April 2009, p. 1026-1038
Wan, Echo Wen; Hong, Jiewen; Sternthal, Brian
Article

2008 1

Be Fit and Be Strong: Mastering Self-Regulation through Regulatory Fit

Journal of Consumer Research, v. 34, (5), February 2008, p. 682-695
Hong, Jiewen; Lee, Angela Y.
Article

2007 1

Perceptual Focus Effects in Choice

Journal of Consumer Research, v. 34, (2), August 2007, p. 187-199
Hamilton, Ryan; Hong, Jiewen; Chernev, Alexander
Article

Conference paper 2

Silver Linings on Darkened Endorsers: The Ironic Effect of Culpability in Celebrity Scandals

Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban

Article 1

How Long Did I Wait? The Effect of Construal Levels on Consumers’ Wait Duration Judgments

Journal of Consumer Research, v. 45, (1), June 2018, article number ucx117, p. 169-184
Wang, Jing; Hong, Jiewen; Zhou, Rongrong

Conference paper 1

The Double-Edged Sword of Social Signaling: Antecedents and Consequence of Mixed Emotions in Counterfeit Brand Consumption

The Art and Science of Luxury: An Asian Perspective / Srinivas K. Reddy, Jin K. Han, editors. Singapore : Singapore Management University, 2019, p. 117-137
Liu, Jingshi; Dalton, Amy Nicole; Hong, Jiewen

Article 1

Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode

Journal of Consumer Research, v. 43, (4), December 2016, p. 598-613
Yan, Dengfeng; Sengupta, Jaideep; Hong, Jiewen

Conference paper 3

It Feels Good and Bad to Be Fake: The Effect of Counterfeit Consumption on Consumer Feelings and Purchase Preference

Advances in Consumer Research, v. 44, October 2016, p. 747-747
Liu, Jingshi; Dalton, Amy N.; Hong, Jiewen

It Feels Good and Bad to Be Fake: The Effects of Using Counterfeits on Mixed Emotions

Liu, Jingshi; Dalton, Amy N.; Hong, Jiewen

The Impact of Power on Reliance on Feelings Versus Reasons in Decision Making

Advances in Consumer Research, v. 44, October 2016, p. 490-492
Huang, Yunhui; Hong, Jiewen; Chang, Hannah H.

Article 1

“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, v. 41, (6), April 2015, p. 1392-1411
Hong, Jiewen; Chang, Hannah H.

Conference paper 2

It Feels Good and Bad to be Fake: The Mixed Emotional Experience and Consequence of Using Counterfeits

Dalton, Amy N.; Liu, Jingshi; Hong, Jiewen

It Feels Good and Bad to be Fake: The Mixed Emotional Experience and Consequence of Using Counterfeits

Asia-Pacific Advances in Consumer Research, v. 11, 2015, p. 179-180
Dalton, Amy N.; Hong, Jiewen; Liu, Jingshi

Article 1

It Feels Fluent, But Not Right: The Interactive Effect of Expected and Experienced Processing Fluency on Evaluative Judgment

Journal of Experimental Social Psychology, v. 54, September 2014, p. 147-152
Jiang, Yuwei; Hong, Jiewen

Conference paper 1

Impacts of Expected and Experienced Processing Fluency on Consumer Judgment

European Advances in Consumer Research, v. 10, 2013, p. 341-341
Jiang, Yuwei; Hong, Jiewen

Article 1

Warm It Up with Love: The Effect of Physical Coldness on Liking of Romance Movies

Journal of Consumer Research, v. 39, (2), August 2012, p. 293-306
Hong, Jiewen; Sun, Yacheng

Conference paper 1

Silver Linings on Darkened Endorsers: The Ironic Effect of Schadenfreude in Celebrity Scandals

Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban

Article 2

Feeling Mixed but Not Torn: The Moderating Role of Construal Level in Mixed Emotions Appeals

Journal of Consumer Research, v. 37, (3), October 2010, p. 456-472
Hong, Jiewen; Lee, Angela Y.

The Effects of Consumer Prior Knowledge and Processing Strategies on Judgments

Journal of Marketing Research, v. 47, (2), April 2010, p. 301-311
Hong, Jiewen; Sternthal, Brian

Book chapter 1

Chinese Consumer Behavior: The Effects of Content, Process, and Language

Oxford Handbook of Chinese Psychology / Michael Harris Bond, editor. Oxford University Press, 2010, p. 623-629
Wyer Jr, Robert S.; Hong, Jiewen

Article 1

The Effect of Regulatory Orientation and Decision Strategy on Brand Judgments

Journal of Consumer Research, v. 35, (6), April 2009, p. 1026-1038
Wan, Echo Wen; Hong, Jiewen; Sternthal, Brian

Article 1

Be Fit and Be Strong: Mastering Self-Regulation through Regulatory Fit

Journal of Consumer Research, v. 34, (5), February 2008, p. 682-695
Hong, Jiewen; Lee, Angela Y.

Article 1

Perceptual Focus Effects in Choice

Journal of Consumer Research, v. 34, (2), August 2007, p. 187-199
Hamilton, Ryan; Hong, Jiewen; Chernev, Alexander

2018 2

How Long Did I Wait? The Effect of Construal Levels on Consumers’ Wait Duration Judgments

Journal of Consumer Research, v. 45, (1), June 2018, article number ucx117, p. 169-184
Wang, Jing; Hong, Jiewen; Zhou, Rongrong
Article

The Double-Edged Sword of Social Signaling: Antecedents and Consequence of Mixed Emotions in Counterfeit Brand Consumption

The Art and Science of Luxury: An Asian Perspective / Srinivas K. Reddy, Jin K. Han, editors. Singapore : Singapore Management University, 2019, p. 117-137
Liu, Jingshi; Dalton, Amy Nicole; Hong, Jiewen
Conference paper

2016 4

Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode

Journal of Consumer Research, v. 43, (4), December 2016, p. 598-613
Yan, Dengfeng; Sengupta, Jaideep; Hong, Jiewen
Article

It Feels Good and Bad to Be Fake: The Effect of Counterfeit Consumption on Consumer Feelings and Purchase Preference

Advances in Consumer Research, v. 44, October 2016, p. 747-747
Liu, Jingshi; Dalton, Amy N.; Hong, Jiewen
Conference paper

It Feels Good and Bad to Be Fake: The Effects of Using Counterfeits on Mixed Emotions

Liu, Jingshi; Dalton, Amy N.; Hong, Jiewen
Conference paper

The Impact of Power on Reliance on Feelings Versus Reasons in Decision Making

Advances in Consumer Research, v. 44, October 2016, p. 490-492
Huang, Yunhui; Hong, Jiewen; Chang, Hannah H.
Conference paper

2015 3

“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, v. 41, (6), April 2015, p. 1392-1411
Hong, Jiewen; Chang, Hannah H.
Article

It Feels Good and Bad to be Fake: The Mixed Emotional Experience and Consequence of Using Counterfeits

Dalton, Amy N.; Liu, Jingshi; Hong, Jiewen
Conference paper

It Feels Good and Bad to be Fake: The Mixed Emotional Experience and Consequence of Using Counterfeits

Asia-Pacific Advances in Consumer Research, v. 11, 2015, p. 179-180
Dalton, Amy N.; Hong, Jiewen; Liu, Jingshi
Conference paper

2014 1

It Feels Fluent, But Not Right: The Interactive Effect of Expected and Experienced Processing Fluency on Evaluative Judgment

Journal of Experimental Social Psychology, v. 54, September 2014, p. 147-152
Jiang, Yuwei; Hong, Jiewen
Article

2013 1

Impacts of Expected and Experienced Processing Fluency on Consumer Judgment

European Advances in Consumer Research, v. 10, 2013, p. 341-341
Jiang, Yuwei; Hong, Jiewen
Conference paper

2012 2

Warm It Up with Love: The Effect of Physical Coldness on Liking of Romance Movies

Journal of Consumer Research, v. 39, (2), August 2012, p. 293-306
Hong, Jiewen; Sun, Yacheng
Article

Silver Linings on Darkened Endorsers: The Ironic Effect of Schadenfreude in Celebrity Scandals

Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban
Conference paper

2010 3

Feeling Mixed but Not Torn: The Moderating Role of Construal Level in Mixed Emotions Appeals

Journal of Consumer Research, v. 37, (3), October 2010, p. 456-472
Hong, Jiewen; Lee, Angela Y.
Article

The Effects of Consumer Prior Knowledge and Processing Strategies on Judgments

Journal of Marketing Research, v. 47, (2), April 2010, p. 301-311
Hong, Jiewen; Sternthal, Brian
Article

Chinese Consumer Behavior: The Effects of Content, Process, and Language

Oxford Handbook of Chinese Psychology / Michael Harris Bond, editor. Oxford University Press, 2010, p. 623-629
Wyer Jr, Robert S.; Hong, Jiewen
Book chapter

2009 1

The Effect of Regulatory Orientation and Decision Strategy on Brand Judgments

Journal of Consumer Research, v. 35, (6), April 2009, p. 1026-1038
Wan, Echo Wen; Hong, Jiewen; Sternthal, Brian
Article

2008 1

Be Fit and Be Strong: Mastering Self-Regulation through Regulatory Fit

Journal of Consumer Research, v. 34, (5), February 2008, p. 682-695
Hong, Jiewen; Lee, Angela Y.
Article

2007 1

Perceptual Focus Effects in Choice

Journal of Consumer Research, v. 34, (2), August 2007, p. 187-199
Hamilton, Ryan; Hong, Jiewen; Chernev, Alexander
Article

No Publications

Teaching Assignment

2024-25 Fall 4 2023-24 Summer 0 2023-24 Spring 2 2023-24 Winter 1 2023-24 Fall 3 2022-23 Summer 0

DBAP5010	Introduction to Applied Business Research
MARK5120	Marketing Strategy and Policy
MARK6510M	Current Topics in Consumer Research
MARK6950	Marketing Action Learning Project

EMBA5460	Understanding Consumers
MARK5120	Marketing Strategy and Policy

MARK5120

Marketing Strategy and Policy

DBAP5010	Introduction to Applied Business Research
IMBA5001	Induction Program
MARK6510L	Current Topics in Consumer Research

No Teaching Assignments

Research Postgraduate (RPG) Supervision

From January 2021 to December 2024 (As of 21 November 2024)

Graduated RPGs

Doctor of Philosophy

SHI, Lulu
Marketing( Completed in 2024 )

Master of Philosophy

FANG, Lu
Marketing( Completed in 2022 )

Projects

From January 2022 to December 2024

All Projects 2

No Projects.
Understanding and Reducing the Psychological Barriers to Second-Hand Consumption

理解與克服二手消費的心理障礙 Leading

RGC - General Research Fund
Project Team (HKUST)
HONG Jiewen (Lead)
2024 -
The Influence of Sustainability-Related Cues on Consumer Behavior

與可持續發展相關的提示對消費者行為的影響 Leading

RGC - General Research Fund
Project Team (HKUST)
HONG Jiewen (Lead)

ZHOU Rongrong
2021 - 2024

Research Interest

Publications

2019 2

2018 2

2016 4

2015 3

2014 1

2013 1

2012 2

2010 3

2009 1

2008 1

2007 1

Conference paper 2

Article 1

Conference paper 1

Article 1

Conference paper 3

Article 1

Conference paper 2

Article 1

Conference paper 1

Article 1

Conference paper 1

Article 2

Book chapter 1

Article 1

Article 1

Article 1

2018 2

2016 4

2015 3

2014 1

2013 1

2012 2

2010 3

2009 1

2008 1

2007 1

Teaching Assignment

Research Postgraduate (RPG) Supervision

From January 2021 to December 2024 (As of 21 November 2024)

Graduated RPGs

Projects

From January 2022 to December 2024

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