Department of Marketing | Staff List

Prof. WONG Chi (王至教授)

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)

Associate Professor

Contact Information

E-mail:
Address:	10-240, Lau Ming Wai Academic Building City University of Hong Kong
Phone:	+852 34424371
Fax:	+852 34420346
vc.wong@cityu.edu.hk

Research Areas

Consumer information processing
Cross-cultural consumer psychology
Marketing communications

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. His research interests include consumer information processing, consumer decision making, and cross-cultural consumer psychology. 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 reviews for a number of leading academic journals and conferences, as well as national funds. Dr. WONG serves as a public lecture speaker for Hong Kong Research Grants Council and as an examiner for Hong Kong Civil Service Examinations Unit.

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 TVC voice actor and a HKCBBA accredited coach of bodybuilding and fitness.

Research Grant

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

Selected Publications

Journal Publications and Reviews
Huang, Feifei; Wong, Vincent Chi / From Second-Hand to Third-Hand: Reuse and Resale Cycle. June 2023; In: Journal of Consumer Research. 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

Journal Publications and Reviews

Huang, Feifei; Wong, Vincent Chi / From Second-Hand to Third-Hand: Reuse and Resale Cycle. June 2023; In: Journal of Consumer Research.
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