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Dr Sophie Fan

Dr Sophie Fan

Lecturer

The Hong Kong Polytechnic University, Hong Kong

Ph.D. in Marketing (2014--2019)

University of Surrey, United Kingdom

M.Sc. (with distinction) in International Marketing and Management (2011--2012)

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Business School
School of Marketing

I am a Lecturer (Assistant Professor) at the School of Marketing, 91É«ÇéƬ Business School. I received my Ph.D. in Marketing from The Hong Kong Polytechnic University in 2019. Before joining 91É«ÇéƬ, I was an Assistant Professor of Marketing at The Hong Kong University of Science and Technology. My research explores how consumer behavior is shaped by socioeconomic factors, interpersonal concerns, and psychological resources. My work has been published or conditionally accepted in the Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Journal of Retailing, and Journal of the Association for Consumer Research. IÌýcurrently serve as Editorial Review Board (ERB) member at Journal of Consumer Psychology. And I am currently the Co-PhD coordinator at the School of Marketing, 91É«ÇéƬ.

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Phone
+61 2 9348 3187
E-mail
sophie.fan@unsw.edu.au
Location
Office: 2054B, E15 Quadrangle Building
  • Journal articles | 2026
    Huang JC; Xu FK; Fan LS; Jiang Y, 2026, 'No time to enjoy the extra! Aging and consumers’ responses to volume-based sales promotions', Journal of the Academy of Marketing Science, 54, pp. 907 - 924,
    Journal articles | 2026
    Qu X; Fan L; Cai F, 2026, 'Neighbors as strangers or friends? How consumer's self-construal affects the weight of neighbor information in residence decisions', Journal of Consumer Psychology, 36, pp. 78 - 93,
    Journal articles | 2025
    Song J; Fan L; Jiang Y, 2025, 'The Glossy Premium: Effects of Product Glossiness on Consumer Judgments of Firsthand and Secondhand Products', Journal of Marketing, 90, pp. 157 - 175,
    Journal articles | 2024
    Fan L; Huang Z; Chu XY; Jiang Y, 2024, 'Stick to my guns: The impact of crowding on consumers’ responsiveness to sale promotions', Journal of the Academy of Marketing Science, 52, pp. 914 - 933,
    Journal articles | 2023
    Fan L; Rucker DD; Jiang Y, 2023, 'Power and Need-for-Justification: Asymmetrical Effects on Senders and Receivers in Marketing Communications', Journal of Consumer Research, 50, pp. 236 - 254,
    Journal articles | 2019
    Fan L; Li X; Jiang Y, 2019, 'Room for Opportunity: Resource Scarcity Increases Attractiveness of Range Marketing Offers', Journal of Consumer Research, 46, pp. 82 - 98,
    Journal articles | 2018
    Fan LS; Jiang Y, 2018, 'Don’t Surprise Me: How Social Relationships Shape Consumers’ Attitudes toward Probabilistic Selling', Journal of the Association for Consumer Research, 3, pp. 440 - 450,

Dean’s Research Fellowship (A Prestigious Recognition for Outstanding Researchers), 91É«ÇéƬ Business School,Ìý2026

Nominated by HKUST for The University Grants Committee (UGC) Teaching Award,Ìý2023

Winner for Franklin Prize for Teaching Excellence, HKUST Business School,Ìý 2021

Finalist for Franklin Prize for Teaching Excellence, HKUST Business School, 2020

Dean’s Recognition for Excellent Teaching, HKUST Business School, 2019--2023

AMA CBSIG Rising Star Award, 2019

Invited Doctoral Fellow, AMA-Sheth Foundation Doctoral Consortium, 2017

University Fellowship, The Hong Kong Polytechnic University, 2014--2019

My broad research interest lies in the study of consumer behavior, which is represented by the three streams of research I currently focus on: 1) the perception of resource availability on consumer decision-making, 2) the role of social influence in consumer behavior, and 3) the impact of visual marketing on consumer perceptions and behavior. To study these topics and examine diverse consumer behaviors, I use a variety of methodological approaches, such as laboratory and online experiments, surveys, field studies, archival data, and eye-tracking techniques.

Editorial Board
Journal of Consumer Psychology

Additional Reviewing
Journal of Consumer Psychology, Journal of Experimental Social Psychology, International Journal of Research in Marketing, Personality and Social Psychology Bulletin, Journal of Business Research, European Journal of Marketing, Management Review Quarterly, ACR Conference, SCP Conference.

My Teaching

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