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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

Prof. SU Lei (蘇磊教授)

Contact Information

Address: 10-216, Lau Ming Wai Academic Building
City University of Hong Kong
Phone: +852 34425754
Fax: +852 34420346
E-mail:
lei.su@cityu.edu.hk
Personal Web:
https://su-lei-marketing.netlify.app

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 behavior and employs multiple methods. Her recent research interests include digital communication, psycholinguistics, interface design, AI and new technology, and social and socioeconomic influence. Her research has been published in top-tier marketing journals, including the 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 received a Best Paper Award at a prestigious international conference.

She teaches a doctoral research seminar on consumer behavior and also has teaching experience in business case studies, big data analytics, and related areas. She has been recognized with Outstanding Teaching Performance (Top 5% of all instructors) in 2025. She also serves as the Chair of the Departmental Research Committee and as the Program Director of the MSc Marketing program. Before entering academia, Dr. Su gained managerial-level industry experience 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
Conference Papers
  • Wan, Shanjing; Su, Lei; Tang, Chuang / The Luxury Effects of Language. February 2026; The Marketing Analytics Symposium Sydney (MASS) 2026, 23/02/2026 - 24/02/2026, Sydney, Australia.
Working Papers
Chapters, Conference Papers, Creative and Literary Works