Department of Marketing | Staff List

Dr. SU Lei (蘇磊博士)

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

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

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 Grant

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

Publications

Journal Publications and Reviews
Su, Lei; Sengupta, Jaideep; Li, Yiwei; Chen, Fangyuan / “Want” versus “Need”: How Linguistic Framing Influences Responses to Crowdfunding Appeals . May 2023; In: Journal of Consumer Research. 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

Journal Publications and Reviews

Su, Lei; Sengupta, Jaideep; Li, Yiwei; Chen, Fangyuan / “Want” versus “Need”: How Linguistic Framing Influences Responses to Crowdfunding Appeals . May 2023; In: Journal of Consumer Research.
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
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