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 21 2024 1 2023 0 2022 0 2021 1 2020 1 2019 2 2018 16

2024 1

Customer Acquisition via Explainable Deep Reinforcement Learning

Information Systems Research, May 2024, p. 1-50
Song, Yicheng; Wang, Wenbo; Yao, Song
Article

2021 1

Understanding In-Stream Advertising With Granular Unstructured Data

Zhang, Qiang; Wang, Wenbo; Chen, Yuxin
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), March-April 2020, 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), August 2019, p. 223-245
Wadhwa, Monica; Kim, Jee Hye; Chattopadhyay, Amitava; Wang, Wenbo
Article

2018 2

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

Wang, Wenbo; Zhang, Qiang; Chen, Yuxin
Conference paper

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

Zhang, Qiang; Wang, Wenbo; Chen, Yuxin
Conference paper

2017 6

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

Marketing Science, v. 36, (6), November 2017, 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), June 2017, p. 478-494
Wang, Wenbo; Krishna, Aradhna; Mcferran, Brent
Article

TV Channel Search and Commercial Breaks

Journal of Marketing Research, v. 54, (5), October 2017, p. 671-686
Yao, Song; Wang, Wenbo; Chen, Yuxin
Article

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

Zhang, qiang; Wang, Wenbo; Chen, yuxin
Conference paper

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

Seiler, stephan; Yao, song; Wang, Wenbo
Conference paper

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

Wang, Wenbo
Conference paper

2016 3

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

Guo, Liang; Wang, Wenbo
Conference paper

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

Seiler, Stephan; Yao, Song; Wang, Wenbo
Conference paper

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

Wang, Wenbo
Conference paper

2014 1

The Value of Sampling

Chen, Yuxin; Wang, Wenbo; Yao, Song
Conference paper

2011 1

Green Lifestyle Adoption: Shopping without Plastic Bags

Wang, Wenbo; Chen, Yuxin
Conference paper

2010 1

Lay theories of medicine and a healthy lifestyle

Journal of Consumer Research, v. 37, (1), June 2010, p. 80-97
Wang, Wenbo; Ken, H.T.; Bolton, L.E.
Article

2008 1

Consumer Perceptions of Traditional Chinese Versus Western Medicine in China

Advances In Consumer Research: Acr 07 Memphis, Edited by Angela Y. Lee, Dilip Soman. Assn for Consumer Research, 2008, p. 42-43
Wang, Wenbo; Keh, Hean Tat; Bolton, Lisa E.
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

Proceedings of the Society for Consumer Psychology 2007 Winter Conference: February 22-24, 2007: Bally’s Las Vegas: Las Vegas, NV, Edited by Dawn Lerman, David Luna. Society for Consumer Psychology, 2007, p. 152-153
Wang, Wenbo
Conference paper

Article 1

Customer Acquisition via Explainable Deep Reinforcement Learning

Information Systems Research, May 2024, p. 1-50
Song, Yicheng; Wang, Wenbo; Yao, Song

Conference paper 1

Understanding In-Stream Advertising With Granular Unstructured Data

Zhang, Qiang; Wang, Wenbo; Chen, Yuxin

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), March-April 2020, 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), August 2019, p. 223-245
Wadhwa, Monica; Kim, Jee Hye; Chattopadhyay, Amitava; Wang, Wenbo

Conference paper 2

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

Wang, Wenbo; Zhang, Qiang; Chen, Yuxin

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

Zhang, Qiang; Wang, Wenbo; Chen, Yuxin

Article 3

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

Marketing Science, v. 36, (6), November 2017, 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), June 2017, p. 478-494
Wang, Wenbo; Krishna, Aradhna; Mcferran, Brent

TV Channel Search and Commercial Breaks

Journal of Marketing Research, v. 54, (5), October 2017, p. 671-686
Yao, Song; Wang, Wenbo; Chen, Yuxin

Conference paper 3

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

Zhang, qiang; Wang, Wenbo; Chen, yuxin

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

Seiler, stephan; Yao, song; Wang, Wenbo

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

Wang, Wenbo

Conference paper 3

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

Guo, Liang; Wang, Wenbo

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

Seiler, Stephan; Yao, Song; Wang, Wenbo

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

Wang, Wenbo

Conference paper 1

The Value of Sampling

Chen, Yuxin; Wang, Wenbo; Yao, Song

Conference paper 1

Green Lifestyle Adoption: Shopping without Plastic Bags

Wang, Wenbo; Chen, Yuxin

Article 1

Lay theories of medicine and a healthy lifestyle

Journal of Consumer Research, v. 37, (1), June 2010, p. 80-97
Wang, Wenbo; Ken, H.T.; Bolton, L.E.

Conference paper 1

Consumer Perceptions of Traditional Chinese Versus Western Medicine in China

Advances In Consumer Research: Acr 07 Memphis, Edited by Angela Y. Lee, Dilip Soman. Assn for Consumer Research, 2008, p. 42-43
Wang, Wenbo; Keh, Hean Tat; Bolton, Lisa E.

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

Proceedings of the Society for Consumer Psychology 2007 Winter Conference: February 22-24, 2007: Bally’s Las Vegas: Las Vegas, NV, Edited by Dawn Lerman, David Luna. Society for Consumer Psychology, 2007, p. 152-153
Wang, Wenbo

2018 2

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

Wang, Wenbo; Zhang, Qiang; Chen, Yuxin
Conference paper

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

Zhang, Qiang; Wang, Wenbo; Chen, Yuxin
Conference paper

2017 6

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

Marketing Science, v. 36, (6), November 2017, 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), June 2017, p. 478-494
Wang, Wenbo; Krishna, Aradhna; Mcferran, Brent
Article

TV Channel Search and Commercial Breaks

Journal of Marketing Research, v. 54, (5), October 2017, p. 671-686
Yao, Song; Wang, Wenbo; Chen, Yuxin
Article

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

Zhang, qiang; Wang, Wenbo; Chen, yuxin
Conference paper

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

Seiler, stephan; Yao, song; Wang, Wenbo
Conference paper

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

Wang, Wenbo
Conference paper

2016 3

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

Guo, Liang; Wang, Wenbo
Conference paper

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

Seiler, Stephan; Yao, Song; Wang, Wenbo
Conference paper

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

Wang, Wenbo
Conference paper

2014 1

The Value of Sampling

Chen, Yuxin; Wang, Wenbo; Yao, Song
Conference paper

2011 1

Green Lifestyle Adoption: Shopping without Plastic Bags

Wang, Wenbo; Chen, Yuxin
Conference paper

2010 1

Lay theories of medicine and a healthy lifestyle

Journal of Consumer Research, v. 37, (1), June 2010, p. 80-97
Wang, Wenbo; Ken, H.T.; Bolton, L.E.
Article

2008 1

Consumer Perceptions of Traditional Chinese Versus Western Medicine in China

Advances In Consumer Research: Acr 07 Memphis, Edited by Angela Y. Lee, Dilip Soman. Assn for Consumer Research, 2008, p. 42-43
Wang, Wenbo; Keh, Hean Tat; Bolton, Lisa E.
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

Proceedings of the Society for Consumer Psychology 2007 Winter Conference: February 22-24, 2007: Bally’s Las Vegas: Las Vegas, NV, Edited by Dawn Lerman, David Luna. Society for Consumer Psychology, 2007, p. 152-153
Wang, Wenbo
Conference paper

No Publications

Teaching Assignment

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

MARK2120	Marketing Management
MARK5430	Digital Marketing

MARK2120	Marketing Management
MARK5430	Digital Marketing

SBMT3200T

Corporate Project

No Teaching Assignments

Research Postgraduate (RPG) Supervision

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

All Supervisions Current RPGs Graduated RPGs

Current RPGs

Doctor of Philosophy

LU, Xiaoyue
Individualized Interdisciplinary Program
ZHANG, Tianjia (co-supervision)
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 )
XU, Pu (co-supervision)
Individualized Interdisciplinary Program( Completed in 2021 )

Projects

From January 2022 to December 2024

All Projects 3

No Projects.
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

2024 1

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

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

2018 2

2017 6

2016 3

2014 1

2011 1

2010 1

2008 1

2007 1

Teaching Assignment

Research Postgraduate (RPG) Supervision

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

Current RPGs

Graduated RPGs

Projects

From January 2022 to December 2024

Your browser is out of date!