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Hean Tat Keh (郭贤达) is a Professor and Head (Chair) of the Department of Marketing at Monash Business School. His current research examines consumer well-being in the domains of sustainable consumption, healthcare, DEI (diversity, equity and inclusion) and services marketing. He has published in UTD journals such as Journal of Marketing, Journal of Consumer Research, and Journal of Marketing Research, and in FT50 journals such as Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, Journal of Business Ethics, and Journal of Business Venturing. In recognition of his research and teaching, he has received both the ANZMAC Distinguished Marketing Researcher and ANZMAC Distinguished Marketing Educator awards. Professor Keh has previously taught at the University of Queensland, Peking University, and the National University of Singapore. He obtained his PhD at the University of Washington, Seattle.  

     Selected recent journal articles:

  • Yan, Li, Hean Tat Keh, and Kyle B. Murray (2023), “Feeling the Values: How Pride and Awe Differentially Enhance Sustainable Behavioral Intentions,” Journal of the Academy of Marketing Science, forthcoming. (open access)
  • Liu, Maggie Wenjing, Chuang Wei, Lu Yang, and Hean Tat Keh (2022), “Feeling Lucky: How Framing the Target Product as a Free Gift Enhances Purchase Intention,” International Journal of Research in Marketing, 39 (2), 349-363.
  • Keh, Hean Tat, Di Wang, and Li Yan (2021), “Gimmicky or Effective? The Effects of Imaginative Displays on Customers’ Purchase Behavior,” Journal of Marketing, 85 (5), 109-127. 
  • Yan, Li, Hean Tat Keh, and Jiemiao Chen (2021), “Assimilating and Differentiating: The Curvilinear Effect of Social Class on Green Consumption,” Journal of Consumer Research, 47 (6), 914-936. 

     Honours, awards, and engagement

Research interests

I am particularly interested in examining consumer well-being in the domains of sustainable consumption, healthcare, DEI (diversity, equity and inclusion) and services marketing. 

Supervision interests

Potential PhD applicants

To help determine your suitability, in your email to me please address the following 10 questions and requests. If you just send me a 'generic' email, I may not reply. Note that I expect my PhD students to conduct behavioural experiments (lab and field studies). I do not supervise survey, qualitative or case study research.

  1. Attach your updated CV and academic transcripts.
  2. Why are you interested in doing a PhD? (i.e., What is your goal after finishing your PhD?)
  3. Why are you interested in applying to Monash University/Australia?
  4. Attach your research proposal, which should be aligned with my current research interests on either (a) sustainable consumption, (b) healthcare marketing, (c) DEI (diversity, equity and inclusion) or (d) services marketing. If there is poor fit, I advise you to find another supervisor.
  5. What is your research experience to date? (If you have written or published academic articles, attach them to your email.)
  6. Does your previous degree (bachelor and/or master) have at least a 25% research component (e.g. thesis or dissertation)?
  7. To what extent are you familiar with experimental research (design, implementation, and analysis)?
  8. What software packages have you used or are familiar with in analyzing data?
  9. To what extent are you familiar with psychological theories as applied to consumer research? (List these theories and the key papers you have read)
  10. If you've taken the GMAT/GRE and TOEFL/IELTS, scan and email me your scores.

Postdoctoral applicants

I welcome supervision enquiries from postdoctoral fellows trained in social psychology, consumer psychology, and services marketing who share my research interests. However, please note that I currently do not have funding for postdoctoral positions. You will need to apply for funding from other sources (government agencies, your current organisation, etc.).

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 5 - Gender Equality
  • SDG 10 - Reduced Inequalities
  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production

Research area keywords

  • Consumer Well-being
  • Sustainable Consumption
  • Healthcare Marketing
  • DEI (diversity, equity and inclusion)
  • Services Marketing
  • Cross-Cultural Marketing

Collaborations and top research areas from the last five years

Recent external collaboration on country/territory level. Dive into details by clicking on the dots or