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

Mindsets, Lay Beliefs, and Consumer Information Processing
Cultural Cognition and Cross-Cultural Consumer Psychology
Message Framing, Endorser Effects, and Consumer Inference
Sustainable and Circular Consumption
AI-Mediated Consumer Communication and Decision-Making

Dr. Vincent Chi Wong is Associate Professor of Marketing (with tenure) and Deputy Programme Director of the BBA Marketing Programme at City University of Hong Kong.

His research examines how culturally and socioeconomically shaped mindsets influence consumers’ processing of and responses to marketplace communications amid sustainability and AI-driven market transitions, integrating behavioural experiments with digital and field evidence. His research has appeared in leading journals in marketing and psychology, including the Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Journal of Personality and Social Psychology, and Journal of Experimental Psychology: General. His research has been supported by the Hong Kong Research Grants Council through the General Research Fund, Early Career Scheme, and Teaching Development Grant. Dr. Wong serves as a reviewer for leading journals in marketing, psychology, and information systems. He has also reviewed research proposals for funding bodies in Hong Kong and internationally and serves as a public lecture speaker for the Hong Kong Research Grants Council.

Dr. Wong supervises multiple PhD students supported by UGC/government funds, including Hong Kong PhD Fellowship Scheme (HKPFS). He has extensive experience in academic and professional education across undergraduate, MSc, MBA, EMBA, and DBA/doctoral programmes, with particular expertise in consumer behaviour, research methodology, services marketing, and marketing communications. He has received university- and college-level awards for research and teaching excellence. He also contributes to international programme development, cross-institutional collaboration, and global business education.

Before entering academia, Dr. Wong worked as a financial television and radio host, anchor, producer, and newspaper columnist in Hong Kong and Macao. Drawing on this professional background, he regularly engages in public communication and business consulting, connecting behavioural research with managerial and societal challenges.

Beyond academia, Vincent is a freelance commercial voice actor and a HKCBBA accredited bodybuilding and fitness coach.

Awards

Award Title	Institution
College Teaching Excellence Awards 2024	City University of Hong Kong
Outstanding Teaching Performance 2023 (Top 5% of all Instructors)	City University of Hong Kong
Dean’s Research Excellence Awards 2020	City University of Hong Kong

Research Grant

PI: "The Green Paradox: Reconciling Consumer Forgiveness and Punishment of Sustainable Product Failure", General Research Fund - Hong Kong Research Grants Council , (2027-2029) , Dr. Vincent Chi WONG, Dr. Mengmeng ZHAO
PI: "The GenAI Socratic Arena: “Business Debating Game” via GenAI-Powered Multi-Agent Systems for Cultivating Entrepreneurial Mindset and Communication Excellence", Teaching Development Grant (TDG) - The University Grants Committee Hong Kong (UGC) , (2026-2028) , Dr. Vincent Chi Wong, Dr. Mengmeng Zhao
co-PI: "Improving the AI supervision effectiveness of consumption social order", NSFC - National Natural Science Foundation , (2025-2028) , Dr. Haizhong WANG, Dr. Vincent Chi WONG
PI: "The Power of “Soul”", Research Enhancement Grants - City University of Hong Kong , (2026-2027) , Dr. Vincent Chi WONG, Dr. Mengmeng ZHAO
PI: "Temporal Metaphors and Consumer Decision Making ", Departmental Research Fund - City University of Hong Kong , (2025-2026) , Dr. Vincent Chi WONG, Dr. Mengmeng ZHAO
PI: "Cultural Syndromes and Attribution", Early Career Scheme - Hong Kong Research Grants Council , (2019-2020) , Dr. Vincent 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. Vincent Chi WONG, and Prof. Howard Pong-Yuen LAM

Working Experience

Period	Title	Company
2023 - Now	Examiner for Civil Service Examinations	Hong Kong Civil Service Bureau
2021 - Now	Accredited Coach of Bodybuilding	HKCBBA
2008 - 2010	TV/Radio Financial Programs Producer/Host	Metro Finance Broadcast, Hong Kong
2006 - 2008	Radio Financial Programs Host	Radio Television Hong Kong
2005 - 2006	English Trainer	New Oriental Education & Technology
2004 - 2006	Exhibition Planner	Alibaba.com

Selected Publications

Journal Publications and Reviews
Huang, Feifei; Wong, Vincent Chi / From Second-Hand to Third-Hand: Reuse and Resale Cycle. June 2024; In: Journal of Consumer Research. Vol. 51, No. 1, pp. 104–113 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 2024; In: Journal of Consumer Research. Vol. 51, No. 1, pp. 104–113
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