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Personal profile

Research interests

My main research area is consumer’s judgment and decision making. In particular, I am interested in the interplay of feeling and thinking, the nonconscious and embodied nature of cognition and their implications for consumer behaviour and advertising effectiveness. I am also interested in children’s consumer socialisation and their response to and how they cope with different marketing stimuli (e.g. advertising and brand). International retailing in particular international retail marketing is also one of my key research themes.

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Projects

The impact of sensory stimuli on consumer psychology and consumer behaviour

Puccinelli, N., Hang, H., Schweiger, E., Grewal, D. & Roggeveen, A. L.

1/09/181/03/19

Project: Research-related funding

  • Research Output

    Children's conformity to social norms to eat healthy: A developmental perspective

    Hang, H., Davies, I. & Schuring, J., 1 Jan 2020, In : Social Science and Medicine. 244, p. 1-9 9 p., 112666.

    Research output: Contribution to journalArticle

    Evolution of brand equity: knowledge co-creation between Unilever, advertising agencies and academics, 1950-2000

    Lee, Z., Hang, H. & Beverland, M., 30 Jun 2017.

    Research output: Contribution to conferencePaper

    Seeking relief from negative emotions: Customer revenge as an emotional outlet.

    Gemtou, E-M. & Hang, H., 2017.

    Research output: Contribution to conferencePaper

    File
    52 Downloads (Pure)

    Seeking relief from negative emotions: Customer revenge as a self-control conflict

    Gemtou, E-M. & Hang, H., 2017.

    Research output: Contribution to conferencePaper

    File
    71 Downloads (Pure)

    Thesis

    Customer Revenge as a Venting Outlet:The Place of Emotion Regulation in the Context of General Self-control

    Author: Gemtou, E., 14 Feb 2018

    Supervisor: Hang, H. (Supervisor) & Fairchild, R. (Supervisor)

    Student thesis: Doctoral ThesisPhD

    File

    The Evolution of Interactivity in the Context of Social Commerce: A Multi-Faceted Investigation

    Author: Almahdi, M., 20 Jun 2018

    Supervisor: Archer-Brown, C. (Supervisor), Panteli, A. (Supervisor) & Hang, H. (Supervisor)

    Student thesis: Doctoral ThesisPhD

    File