Faculty Profiles - WANG Wenbo | The Hong Kong University of Science and Technology

Wenbo WANG
王文博

PhD in Marketing
New York University, 2012

Associate Professor
Department of Marketing

(852) 2358 7703
wenbowang@ust.hk
Room LSK4013
Personal Web

Google Scholar

vG3uKlYAAAAJ

ORCID

0000-0002-4288-0929

ResearcherID

J-1862-2018

Scopus ID

57194854910

Research Interest Publications Projects Teaching Assignment RPG Supervision Space used

Research Interest

AI generated content marketing
Precise targeting
Big data
Unstructured data
Moment to moment data

Publications

All Years 22 2025 2 2024 0 2023 0 2022 0 2021 1 2020 1 2019 18

2025 2

Customer Acquisition via Explainable Deep Reinforcement Learning

Information Systems Research, v. 36, (1), p. 534-551
Song, Yicheng; Wang, Wenbo; Yao, Song
Article

Information Silo on Social Media

Paper presented at 2025 Marketing Symposium: Structural Estimation in Marketing
WANG, Wenbo; HAN, Tianyu; SHI, Zijun
Conference paper

2021 1

Understanding In-Stream Advertising With Granular Unstructured Data

Paper presented at ISMS Marketing Science Conference 2021
Chen, Yuxin; Zhang, Qiang; Wang, Wenbo
Conference paper

2020 1

Frontiers: In-consumption social listening with moment-to-moment unstructured data: The case of movie appreciation and live comments

Marketing Science, v. 39, (2), p. 285-295
Zhang, Qiang; Wang, Wenbo; Chen, Yuxin
Article

2019 2

How to Market a Product's Unexpected Benefit

Harvard Business Review, 13 June 2019
Wadhwa, Monica; Chattopadhyay, Amitava; Kim, Jee Hye; Wang, Wenbo
Article

Unexpected-Framing Effect: Impact of Framing a Product Benefit as Unexpected on Product Desire

Journal of Consumer Research, v. 46, (2), p. 223-245
Wadhwa, Monica; Kim, Jeehye Christine; Chattopadhyay, Amitava; Wang, Wenbo
Article

2018 2

In-Consumption Social Listening: The Case of Live Comments and Movie Appreciation

Paper presented at 12th Annual Bass FORMS Conference
Chen, Yuxin; Zhang, Qiang; Wang, Wenbo
Conference paper

In-Consumption Social Listening: The Case of Live Comments and Movie Appreciation

Paper presented at 10th China India Insights Conference (CIIP 2018)
Chen, Yuxin; Zhang, Qiang; Wang, Wenbo
Conference paper

2017 6

Does online word of mouth increase demand? (and how?) evidence from a natural experiment

Marketing Science, v. 36, (6), p. 838-861
Seiler, Stephan; Yao, Song; Wang, Wenbo
Article

Turning off the lights: Consumers' environmental efforts depend on visible efforts of firms

Journal of Marketing Research, v. 54, (3), p. 478-494
Wang, Wenbo; Krishna, Aradhna; McFerran, Brent
Article

TV channel search and commercial breaks

Journal of Marketing Research, v. 54, (5), p. 671-686
Yao, Song; Wang, Wenbo; Chen, Yuxin
Article

Assessing Experience Quality with Content Synchronicity: The Case of Movie Videos

Paper presented at 14th Marketing Dynamics Conference
Zhang, qiang; Chen, yuxin; Wang, Wenbo
Conference paper

Does Online Word-of-Mouth Increase Demand? (and How?) Evidence from a Natural Experiment

Paper presented at The 2nd CEIBS Marketing Symposium 2017
Yao, song; Seiler, stephan; Wang, Wenbo
Conference paper

QR Codes Make Location Matter Even More: The Mere Exposure Effect of QR Codes

Paper presented at 2017 INFORMS Marketing Science Conference
Wang, Wenbo
Conference paper

2016 3

Compromise Effects Explained by Contextual Deliberation Reveal the Rationality in Preference Construction

Paper presented at INFORMS Marketing Science Conference
Guo, Liang; Wang, Wenbo
Conference paper

Does Online Word-of-Mouth Increase Demand? (and How?) Evidence from a Natural Experiment

Paper presented at Quantitative Marketing and Economics Conference, QME 2016
Yao, Song; Seiler, Stephan; Wang, Wenbo
Conference paper

QR Codes Make Location Matter Even More: The Mere Exposure Effect of QR Codes

Paper presented at 2016 Greater-China Conference on Mobile Big Data Marketing
Wang, Wenbo
Conference paper

2014 1

The Value of Sampling

Paper presented at INFORMS Marketing Science Society Conference 2014
Chen, Yuxin; Yao, Song; Wang, Wenbo
Conference paper

2011 1

Green Lifestyle Adoption: Shopping without Plastic Bags

Paper presented at 33rd INFORMS Marketing Science Conference
Chen, Yuxin; Wang, Wenbo
Conference paper

2010 1

Lay theories of medicine and a healthy lifestyle

Journal of Consumer Research, v. 37, (1), p. 80-97
Wang, Wenbo; Keh, Hean Tat; Bolton, Lisa E.
Article

2008 1

Consumer Perceptions of Traditional Chinese Versus Western Medicine in China

Paper presented at Advances In Consumer Research: Acr 07 Memphis, p. 42-43
Bolton, Lisa E.; Keh, Hean Tat; Wang, Wenbo
Conference paper

2007 1

Which Message to Deliver: Vantage Claim vs. Qualifying Claim? the Interaction Effect between Product Claim Type and Brand Strength on Product Evaluations

Paper presented at Proceedings of the Society for Consumer Psychology 2007 Winter Conference: February 22-24, 2007: Bally’s Las Vegas: Las Vegas, NV, p. 152-153
Wang, Wenbo
Conference paper

Article 1

Customer Acquisition via Explainable Deep Reinforcement Learning

Information Systems Research, v. 36, (1), p. 534-551
Song, Yicheng; Wang, Wenbo; Yao, Song

Conference paper 1

Information Silo on Social Media

Paper presented at 2025 Marketing Symposium: Structural Estimation in Marketing
WANG, Wenbo; HAN, Tianyu; SHI, Zijun

Conference paper 1

Understanding In-Stream Advertising With Granular Unstructured Data

Paper presented at ISMS Marketing Science Conference 2021
Chen, Yuxin; Zhang, Qiang; Wang, Wenbo

Article 1

Frontiers: In-consumption social listening with moment-to-moment unstructured data: The case of movie appreciation and live comments

Marketing Science, v. 39, (2), p. 285-295
Zhang, Qiang; Wang, Wenbo; Chen, Yuxin

Article 2

How to Market a Product's Unexpected Benefit

Harvard Business Review, 13 June 2019
Wadhwa, Monica; Chattopadhyay, Amitava; Kim, Jee Hye; Wang, Wenbo

Unexpected-Framing Effect: Impact of Framing a Product Benefit as Unexpected on Product Desire

Journal of Consumer Research, v. 46, (2), p. 223-245
Wadhwa, Monica; Kim, Jeehye Christine; Chattopadhyay, Amitava; Wang, Wenbo

Conference paper 2

In-Consumption Social Listening: The Case of Live Comments and Movie Appreciation

Paper presented at 12th Annual Bass FORMS Conference
Chen, Yuxin; Zhang, Qiang; Wang, Wenbo

In-Consumption Social Listening: The Case of Live Comments and Movie Appreciation

Paper presented at 10th China India Insights Conference (CIIP 2018)
Chen, Yuxin; Zhang, Qiang; Wang, Wenbo

Article 3

Does online word of mouth increase demand? (and how?) evidence from a natural experiment

Marketing Science, v. 36, (6), p. 838-861
Seiler, Stephan; Yao, Song; Wang, Wenbo

Turning off the lights: Consumers' environmental efforts depend on visible efforts of firms

Journal of Marketing Research, v. 54, (3), p. 478-494
Wang, Wenbo; Krishna, Aradhna; McFerran, Brent

TV channel search and commercial breaks

Journal of Marketing Research, v. 54, (5), p. 671-686
Yao, Song; Wang, Wenbo; Chen, Yuxin

Conference paper 3

Assessing Experience Quality with Content Synchronicity: The Case of Movie Videos

Paper presented at 14th Marketing Dynamics Conference
Zhang, qiang; Chen, yuxin; Wang, Wenbo

Does Online Word-of-Mouth Increase Demand? (and How?) Evidence from a Natural Experiment

Paper presented at The 2nd CEIBS Marketing Symposium 2017
Yao, song; Seiler, stephan; Wang, Wenbo

QR Codes Make Location Matter Even More: The Mere Exposure Effect of QR Codes

Paper presented at 2017 INFORMS Marketing Science Conference
Wang, Wenbo

Conference paper 3

Compromise Effects Explained by Contextual Deliberation Reveal the Rationality in Preference Construction

Paper presented at INFORMS Marketing Science Conference
Guo, Liang; Wang, Wenbo

Does Online Word-of-Mouth Increase Demand? (and How?) Evidence from a Natural Experiment

Paper presented at Quantitative Marketing and Economics Conference, QME 2016
Yao, Song; Seiler, Stephan; Wang, Wenbo

QR Codes Make Location Matter Even More: The Mere Exposure Effect of QR Codes

Paper presented at 2016 Greater-China Conference on Mobile Big Data Marketing
Wang, Wenbo

Conference paper 1

The Value of Sampling

Paper presented at INFORMS Marketing Science Society Conference 2014
Chen, Yuxin; Yao, Song; Wang, Wenbo

Conference paper 1

Green Lifestyle Adoption: Shopping without Plastic Bags

Paper presented at 33rd INFORMS Marketing Science Conference
Chen, Yuxin; Wang, Wenbo

Article 1

Lay theories of medicine and a healthy lifestyle

Journal of Consumer Research, v. 37, (1), p. 80-97
Wang, Wenbo; Keh, Hean Tat; Bolton, Lisa E.

Conference paper 1

Consumer Perceptions of Traditional Chinese Versus Western Medicine in China

Paper presented at Advances In Consumer Research: Acr 07 Memphis, p. 42-43
Bolton, Lisa E.; Keh, Hean Tat; Wang, Wenbo

Conference paper 1

Which Message to Deliver: Vantage Claim vs. Qualifying Claim? the Interaction Effect between Product Claim Type and Brand Strength on Product Evaluations

Paper presented at Proceedings of the Society for Consumer Psychology 2007 Winter Conference: February 22-24, 2007: Bally’s Las Vegas: Las Vegas, NV, p. 152-153
Wang, Wenbo

2019 2

How to Market a Product's Unexpected Benefit

Harvard Business Review, 13 June 2019
Wadhwa, Monica; Chattopadhyay, Amitava; Kim, Jee Hye; Wang, Wenbo
Article

Unexpected-Framing Effect: Impact of Framing a Product Benefit as Unexpected on Product Desire

Journal of Consumer Research, v. 46, (2), p. 223-245
Wadhwa, Monica; Kim, Jeehye Christine; Chattopadhyay, Amitava; Wang, Wenbo
Article

2018 2

In-Consumption Social Listening: The Case of Live Comments and Movie Appreciation

Paper presented at 12th Annual Bass FORMS Conference
Chen, Yuxin; Zhang, Qiang; Wang, Wenbo
Conference paper

In-Consumption Social Listening: The Case of Live Comments and Movie Appreciation

Paper presented at 10th China India Insights Conference (CIIP 2018)
Chen, Yuxin; Zhang, Qiang; Wang, Wenbo
Conference paper

2017 6

Does online word of mouth increase demand? (and how?) evidence from a natural experiment

Marketing Science, v. 36, (6), p. 838-861
Seiler, Stephan; Yao, Song; Wang, Wenbo
Article

Turning off the lights: Consumers' environmental efforts depend on visible efforts of firms

Journal of Marketing Research, v. 54, (3), p. 478-494
Wang, Wenbo; Krishna, Aradhna; McFerran, Brent
Article

TV channel search and commercial breaks

Journal of Marketing Research, v. 54, (5), p. 671-686
Yao, Song; Wang, Wenbo; Chen, Yuxin
Article

Assessing Experience Quality with Content Synchronicity: The Case of Movie Videos

Paper presented at 14th Marketing Dynamics Conference
Zhang, qiang; Chen, yuxin; Wang, Wenbo
Conference paper

Does Online Word-of-Mouth Increase Demand? (and How?) Evidence from a Natural Experiment

Paper presented at The 2nd CEIBS Marketing Symposium 2017
Yao, song; Seiler, stephan; Wang, Wenbo
Conference paper

QR Codes Make Location Matter Even More: The Mere Exposure Effect of QR Codes

Paper presented at 2017 INFORMS Marketing Science Conference
Wang, Wenbo
Conference paper

2016 3

Compromise Effects Explained by Contextual Deliberation Reveal the Rationality in Preference Construction

Paper presented at INFORMS Marketing Science Conference
Guo, Liang; Wang, Wenbo
Conference paper

Does Online Word-of-Mouth Increase Demand? (and How?) Evidence from a Natural Experiment

Paper presented at Quantitative Marketing and Economics Conference, QME 2016
Yao, Song; Seiler, Stephan; Wang, Wenbo
Conference paper

QR Codes Make Location Matter Even More: The Mere Exposure Effect of QR Codes

Paper presented at 2016 Greater-China Conference on Mobile Big Data Marketing
Wang, Wenbo
Conference paper

2014 1

The Value of Sampling

Paper presented at INFORMS Marketing Science Society Conference 2014
Chen, Yuxin; Yao, Song; Wang, Wenbo
Conference paper

2011 1

Green Lifestyle Adoption: Shopping without Plastic Bags

Paper presented at 33rd INFORMS Marketing Science Conference
Chen, Yuxin; Wang, Wenbo
Conference paper

2010 1

Lay theories of medicine and a healthy lifestyle

Journal of Consumer Research, v. 37, (1), p. 80-97
Wang, Wenbo; Keh, Hean Tat; Bolton, Lisa E.
Article

2008 1

Consumer Perceptions of Traditional Chinese Versus Western Medicine in China

Paper presented at Advances In Consumer Research: Acr 07 Memphis, p. 42-43
Bolton, Lisa E.; Keh, Hean Tat; Wang, Wenbo
Conference paper

2007 1

Which Message to Deliver: Vantage Claim vs. Qualifying Claim? the Interaction Effect between Product Claim Type and Brand Strength on Product Evaluations

Paper presented at Proceedings of the Society for Consumer Psychology 2007 Winter Conference: February 22-24, 2007: Bally’s Las Vegas: Las Vegas, NV, p. 152-153
Wang, Wenbo
Conference paper

No Publications

Teaching Assignment

2025-26 Fall 1 2024-25 Summer 0 2024-25 Spring 1 2024-25 Winter 0 2024-25 Fall 2 2023-24 Summer 0

MARK5430

Digital Marketing

MARK5430

Digital Marketing

MARK2120	Marketing Management
MARK5430	Digital Marketing

No Teaching Assignments

Research Postgraduate (RPG) Supervision

From January 2022 to December 2025 (As of 19 December 2025)

All Supervisions Current RPGs Graduated RPGs

Current RPGs

Doctor of Philosophy

SONG, Shiyuan
Individualized Interdisciplinary Program
WEI, Meiling
Individualized Interdisciplinary Program
LU, Xiaoyue
Individualized Interdisciplinary Program
ZHANG, Tianjia (co-supervision)
Individualized Interdisciplinary Program

Master of Philosophy

ZHOU, Jiachen
Individualized Interdisciplinary Program

Graduated RPGs

Doctor of Philosophy

QIAN, Yueqi (co-supervision)
Mathematics( Completed in 2023 )

Master of Philosophy

XIAO, Tianfang (co-supervision)
Individualized Interdisciplinary Program( Completed in 2022 )

Projects

From January 2023 to December 2025

All Projects 4

No Projects.
User demand and AIGC

用戶需求與AI生成內容 Leading

Private Donor
Project Team (HKUST)
WANG Wenbo (Lead)
2024 -
Content Industry, East Asia Culture, Communication Technology

東亞文化市場的內容行業傳播的相關網絡技術 Leading

Private Donor (Mainland)
Project Team (HKUST)
WANG Wenbo (Lead)
2023 -
Improve Targetablity and Interpretability: A Model of Programmatic Advertising

提高精準度與可解釋性：程序化廣告模型 Leading

RGC - General Research Fund
Project Team (HKUST)
WANG Wenbo (Lead)
2023 -
Show Content and Advertising Viewership: An Empirical Study on TV Programs and Advertising

視頻節目內容與廣告收視率：對電視節目與廣告的實證研究 Leading

RGC - General Research Fund
Project Team (HKUST)
WANG Wenbo (Lead)
2019 - 2023

Research Interest

Publications

2025 2

2021 1

2020 1

2019 2

2018 2

2017 6

2016 3

2014 1

2011 1

2010 1

2008 1

2007 1

Article 1

Conference paper 1

Conference paper 1

Article 1

Article 2

Conference paper 2

Article 3

Conference paper 3

Conference paper 3

Conference paper 1

Conference paper 1

Article 1

Conference paper 1

Conference paper 1

2019 2

2018 2

2017 6

2016 3

2014 1

2011 1

2010 1

2008 1

2007 1

Teaching Assignment

Research Postgraduate (RPG) Supervision

From January 2022 to December 2025 (As of 19 December 2025)

Current RPGs

Graduated RPGs

Projects

From January 2023 to December 2025

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