Department of Marketing | Staff List

Prof. SU Lei (蘇磊教授)

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

Associate Professor

Contact Information

E-mail:
Address:	10-242, Lau Ming Wai Academic Building City University of Hong Kong
Phone:	+852 34425754
Fax:	+852 34420346
lei.su@cityu.edu.hk

Research Areas

Digital Communication
Social Influence
AI, Device, and New Technology
Psycholinguistics

Dr. Lei Su is an Associate Professor (with tenure) at the City University of Hong Kong. Her research focuses on consumer behaviour, and she is also handling multiple-methods research by synergising her expertise in consumer behaviour and knowledge in big data analytics. Her recent research interests include digital communication, AI and new technology, social and socioeconomic influence, and psycholinguistics. Her research has been published in top-tier marketing journals, including Journal of Marketing Research, Journal of Consumer Research, 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. She teaches consumer behavior research seminar and big data analytics related courses. Before she joined the field of academia, Dr. Su had acquired industry working experience at managerial level, in a multinational FMCG company and an advertising agency.

Research Grant

"How Perceived Social Mobility Affects Charitable Donations: A Helping Motivation Perspective", Early Career Scheme - Hong Kong Research Grants Council , (2025-2027) , Qihui Chen, Lei Su, Amna Kirmani
PI: "Webpage Design and Hedonic Consumption", General Program Project - NSFC , (2023-2027) , Lei Su, Jaideep Sengupta, Kuangjie Zhang, Victor Li
PI: "Return it! How Infinite Scrolling versus Pagination Influence Online Product Return", General Research Fund - Hong Kong Research Grants Council , (2024-2026) , Lei Su, Jaideep Sengupta
PI: "It Is Too Early to Say “Thank You”: Pre-Action Appreciation Backlashes Prosocial Behaviors", General Research Fund - Hong Kong Research Grants Council , (2023-2025) , Lei Su
co-PI: "Facial Payment, Self-Relevance, and Consumer Divergence", General Research Fund - Hong Kong Research Grants Council , (2022-2025) , Cong Cao; Darren Dahl; Liang Huang; Lei Su
PI: "The Influences of Scheduling Styles on Consumers' Preference for Environmentally Friendly Products", General Research Fund - Hong Kong Research Grants Council , (2022-2024) , Lei Su
PI: ""Want" versus "Need": How Linguistic Framing Influences Motivations and Behavior in Crowdfunding Projects", General Research Fund - Hong Kong Research Grants Council , (2017-2020) , Lei Su
PI: "To Regain Sense of Control: Social Exclusion and Consumer Switching Behavior ", Early Career Scheme - Hong Kong Research Grants Council , (2016-2018) , Lei Su
PI: "Communication strategies for when a product’s negative attributes are only partially reduced", General Research Fund - Hong Kong Research Grants Council , (2015-2018) , Lei Su; Chi (Vincent) Wong; Howard Pong-Yuen Lam
PI: "Incidental Emotion as Antecedent of Attribution in Service Failure Context", General Research Fund - Hong Kong Research Grants Council , (2014-2016) , Lei Su; Chun Ying Wan

Publications

Journal Publications and Reviews
Su, Lei; Sengupta, Jaideep; Li, Yiwei; Chen, Fangyuan / “Want” versus “Need”: How Linguistic Framing Influences Responses to Crowdfunding Appeals . February 2024; In: Journal of Consumer Research. Vol. 50, No. 5, pp. 923–944 Liang, Yitian (Sky); Huang, Zhongqiang (Tak); Su, Lei / Too Time-Crunched to Seek Variety: The Influence of Parenting Motivation on Consumer Variety Seeking. August 2023; In: Journal of Marketing Research. Vol. 60, No. 4, pp. 812-833 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 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

Journal Publications and Reviews

Su, Lei; Sengupta, Jaideep; Li, Yiwei; Chen, Fangyuan / “Want” versus “Need”: How Linguistic Framing Influences Responses to Crowdfunding Appeals . February 2024; In: Journal of Consumer Research. Vol. 50, No. 5, pp. 923–944
Liang, Yitian (Sky); Huang, Zhongqiang (Tak); Su, Lei / Too Time-Crunched to Seek Variety: The Influence of Parenting Motivation on Consumer Variety Seeking. August 2023; In: Journal of Marketing Research. Vol. 60, No. 4, pp. 812-833
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
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
Liao, Jiancai; Huang, Jingya; Su, Lei / When and how virus anthropomorphism intensifies consumer stigma toward patients. October 2022; Advances in Consumer Research. Vol. 50, pp. 78 SU, Lei / Research-Led, Practical, and Real-World Relevant: Enhancing Big Data Education in Business School Across Disciplines. 2022; Studies on Teaching and Learning. Vol. 5, pp. 153-174