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 2015 2018

Unfairness and Customer Revenge Behaviour

Gemtou, E. & Hang, H.


Project: Research council


Hang, H.

EU - Horizon 2020


Project: EU Commission

Research Output 2006 2017


The origin and evolution of brand equity idea: the story so far (1945-1990)

Lee, Z., Hang, H. & Beverland, M. 20 Jun 2017

Research output: Contribution to conferencePaper

Collective financing among Chinese entrepreneurs and department store retailing in China

Godley, A. C. & Hang, H. 2 Apr 2016 In : Business History. 58, 3, p. 364-377 14 p.

Research output: Contribution to journalArticle

Department stores
Prior experience