People and Research People

People Details

Dr. SU Lei


Associate Professor

10-242, Lau Ming Wai Academic Building, City University of Hong Kong
+852 34425754
+852 34420346

Research Areas

Judgement and Decision Making
Social Influence
Digital Communication
Scheduling and Time Management


Ph.D. - Marketing (The Chinese University of Hong Kong)
M.S. - MSc (Tsinghua University)
B.S. - BSc (China Agricultural University)


Dr. Lei Su is an Associate Professor at the City University of Hong Kong. Her research focuses on consumer behaviour, and her recent research interests include consumer judgement and decision making, digital communication, crowdfunding, scheduling style, and social and socioeconomic influence. Her research has been published in top-tier marketing journals, including the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Marketing, and Journal of Consumer Psychology. She has led grant-funded research projects over the years as Principal Investigator and achieved an award for the best paper at a prestigious international conference. Before she joined the field of academia, Dr. Su had acquired industry working experience as a practitioner, in a multinational FMCG company and an advertising agency.

Research Grants

co-PI: "Facial Payment, Self-Relevance, and Consumer Divergence", General Research Fund - Hong Kong Research Grants Council, (2022-2025), Dr. Cao, Cong; Dr. Dahl Darren; Dr. Huang, Liang; Dr. Su, Lei

PI: "The Influences of Scheduling Styles on Consumers' Preference for Environmentally Friendly Products", General Research Fund - Hong Kong Research Grants Council, (2022-2024), Dr. Su, Lei

PI: ""Want" versus "Need": How Linguistic Framing Influences Motivations and Behavior in Crowdfunding Projects", General Research Fund - Hong Kong Research Grants Council, (2017-2020), Dr. Su, Lei

PI: "To Regain Sense of Control: Social Exclusion and Consumer Switching Behavior ", Early Career Scheme - Hong Kong Research Grants Council, (2016-2018), Dr. Su, Lei

PI: "Communication strategies for when a product’s negative attributes are only partially reduced", General Research Fund - Hong Kong Research Grants Council, (2015-2018), Dr. Su, Lei; Dr. Wong, Chi (Vincent); and Prof. Lam, Howard Pong-Yuen

PI: "Incidental Emotion as Antecedent of Attribution in Service Failure Context", General Research Fund - Hong Kong Research Grants Council, (2014-2016), Dr. Su, Lei; and Prof Wan, Chun Ying

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Journal Publications and Reviews

Tang, Yangyi (Eric); Huang, Zhongqiang (Tak); Su, Lei / The influence of event-time (vs. clock-time) scheduling style on satiation. January 2023; In: Journal of Consumer Psychology. Vol. 33, No. 1, pp. 123-132

Liang, Yitian (Sky); Huang, Zhongqiang (Tak); Su, Lei / Too Time-Crunched to Seek Variety: The Influence of Parenting Motivation on Consumer Variety Seeking. October 2022; In: Journal of Marketing Research.

Su, Lei; Monga, Alokparna (Sonia) Basu; Jiang, Yuwei / How Life-Role Transitions Shape Consumer Responses to Brand Extensions. June 2021; In: Journal of Marketing Research. Vol. 58, No. 3, pp. 579-594

Wong, Vincent Chi; Su, Lei; Lam, Howard Pong-Yuen / When Less Is More: How Mindset Influences Consumers’ Responses to Products with Reduced Negative Attributes. September 2020; In: Journal of Marketing. Vol. 84, No. 5, pp. 137-153

SU, Lei; WAN, Echo Wen; JIANG, Yuwei / Filling an Empty Self: The Impact of Social Exclusion on Consumer Preference for Visual Density. December 2019; In: Journal of Consumer Research. Vol. 46, No. 4, pp. 808-824

Jiang, Yuwei; Su, Lei; Zhu, Rui (Juliet) / The shape of money: The impact of financial resources on product shape preference. October 2019; In: Journal of the Association for Consumer Research. Vol. 4, No. 4, pp. 436-445

Su, Lei; Wan, Lisa C.; Wyer Jr, Robert S. / The contrasting influences of incidental anger and fear on responses to a service failure. September 2018; In: Psychology and Marketing. Vol. 35, No. 9, pp. 666-675

SU, Lei; JIANG, Yuwei; CHEN, Zhansheng; Nathan DEWALL, C. / Social exclusion and consumer switching behavior: A control restoration mechanism. June 2017; In: Journal of Consumer Research. Vol. 44, No. 1, pp. 99-117

Su, Lei; Jiang, Yuwei; Chen, Zhansheng; Dewall, C. Nathan / Social exclusion stimulates product and brand switching. March 2017; In: Rutgers Business Review. Vol. 2, No. 1, pp. 150-156

Su, Lei; Gao, Leilei / Strategy compatibility: The time versus money effect on product evaluation strategies. October 2014; In: Journal of Consumer Psychology. Vol. 24, No. 4, pp. 549-556

Wan, Lisa C.; Chan, Elisa K.Y.; Su, Lei / When will customers care about service failures that happened to strangers? The role of personal similarity and regulatory focus and its implication on service evaluation. March 2011; In: International Journal of Hospitality Management. Vol. 30, No. 1, pp. 213-220

Chapters, Conference Papers, Creative and Literary Works

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