People and Research People

People Details

Dr. WONG Chi


Associate Professor

10-240, Lau Ming Wai Academic Building, City University of Hong Kong
+852 34424371
+852 34420346

Research Areas

Consumer information processing
Cross-cultural consumer psychology
Marketing communications


PhD - Marketing (The Chinese University of Hong Kong)
MPhil - Marketing (Hong Kong Baptist University)
MA - Communication (Hong Kong Baptist University)
BEng - Electronic Engineering (Sun Yat-Sen University)


Dr. WONG Chi, Vincent is Associate Professor (with tenure) of Marketing and Deputy Program Leader of BBA in Marketing at the City University of Hong Kong. He received his PhD in Marketing from the Chinese University of Hong Kong, MPhil in Marketing and MA in Communication from Hong Kong Baptist University, and BEng in Electronic Engineering from Sun Yat-Sen University. His research interests include consumer information processing, cross-cultural consumer psychology, and marketing communications. His research has been published in top-tier psychology and business journals, such as Journal of Personality and Social Psychology, Journal of Experimental Psychology: General, Journal of Consumer Research, Journal of Marketing Research, and Journal of Marketing. Dr. WONG received awards for both research excellence (College level, 2020, 2018) and teaching excellence (University level, 2018). He also serves as a public lecture speaker for Hong Kong Research Grants Council. 

Prior to his academic career, Vincent had been a radio and TV financial program host/anchor/producer and a column writer in Hong Kong and Macau for years. Aside from his academic life, Vincent is also a freelance voice actor and a HKCBBA accredited coach of bodybuilding and fitness.

Research Grants

PI: "Cultural Syndromes and Attribution", Early Career Scheme - Hong Kong Research Grants Council, (2019-2020), Dr. Chi WONG

co-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. Lei SU, Dr. Chi WONG, and Prof. Howard Pong-Yuen LAM


Journal Publications and Reviews

Wong, Vincent Chi; Wyer, Jr., Robert S.; Wyer, Natalie A.; Adaval, Rashmi / Dimensions of holistic thinking: Implications for nonsocial information processing across cultures. December 2021; In: Journal of Experimental Psychology: General. Vol. 150, No. 12, pp. 2636-2658

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

Wong, Vincent Chi; Fock, Henry; Ho, Candy K.Y. / Toward a Process-Transfer Model of the Endorser Effect. June 2020; In: Journal of Marketing Research. Vol. 57, No. 3, pp. 565-581

Huang, Feifei; Wong, Vincent Chi; Wan, Echo Wen / The Influence of Product Anthropomorphism on Comparative Judgment. February 2020; In: Journal of Consumer Research. Vol. 46, No. 5, pp. 936-955

Wong, Vincent Chi; Wyer Jr., Robert S. / Mental Traveling Along Psychological Distances: The Effects of Cultural Syndromes, Perspective Flexibility, and Construal Level. July 2016; In: Journal of Personality and Social Psychology. Vol. 111, No. 1, pp. 17–33

Chapters, Conference Papers, Creative and Literary Works

Lam, Howard Pong Yuen; Wong, Vincent Chi / Hierarchical Branding Strategy for New Product Launch: Evidence from China. April 2022; Chinese Innovation and Branding Leaps. pp. 103-136

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