Accepting PhD Students

PhD projects

Potential PhD applicants: in your email please address my 10 questions and requests (see 'Supervision Interests' below). If you just email me a 'generic' application, I may not reply.


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Personal profile


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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 psychology in the contexts of sustainable marketing, healthcare marketing, and services marketing. He has published in FT50 journals such as Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, Journal of Business Ethics, Journal of Business Venturing, and Entrepreneurship Theory and Practice. He has also published in International Journal of Research in Marketing, Journal of Retailing, Journal of Service Research, Journal of International Marketing, Journal of Advertising, Marketing Letters, and European Journal of Operational Research. He is a recipient of 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.  

     Latest journal articles:

  • 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, forthcoming.
  • Zhang, Jin, Xiaobing Xu, and Hean Tat Keh (2022), “I Implement, They Deliberate: The Matching Effects of Point of View and Mindset on Consumer Attitudes,” Journal of Business Research, 139 (February), 397-410.
  • 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.

     Research highlights

     Teaching highlights:

  • 2018 ANZMAC Distinguished Marketing Educator of the Year Award.
  • Dean's Award for Teaching Excellence 2017, Monash Business School, Monash University. (Click on link for Youtube video)
  • Nominated for Vice Chancellor's Teaching Award 2018.
  • Six ‘Purple' and 'Blue' Letters for outstanding teaching at Monash University (2016-2020).
  • Finalist for the 2016 MPA Supervisor of the Year at Monash University.
  • Voted Most Popular MBA Professor (MBA 最喜爱的老师) at Peking University for three consecutive years (2007-2009).
  • Outstanding Educator Award 2001, NUS Business School, National University of Singapore.
  • Conducted executive programs and consulted with blue-chip companies such as European Aeronautic Defense and Space Company, Glaxo Smith Kline (China), Samsung (China), SK Holdings, British Telecom, Dow Chemical, and China Merchants Bank.

     Engagement/Service highlights

  • Associate Editor (Service Research) of Journal of Business Research. On the editorial boards of Australasian Marketing Journal, Frontiers of Business Research in China, and Asia Marketing Journal.
  • Director of Research, Department of Marketing, Monash Business School (10/2020-present).
  • 2020 Invited talks at Deakin University and UTS (postponed due to COVID-19)
  • Overseas Study Program (Sabbatical) to visit overseas universities in March-April 2020 (cancelled due to COVID-19)
  • 2019 Invited talks at University of Sydney and Macquarie University
  • Visiting Professor, Macquarie University, September 2019.
  • Panel member for Australia-China Youth Dialogue (ACYD) (中澳青年对话) 2019 in Shanghai.
  • 2018 Invited talks at Beihang University and Monash University Malaysia
  • On the academic advisory board of the CMO Council.
  • Initiator and Organizer, Marketing Research Camp, Department of Marketing, Monash University (2015-present).
  • Recruitment panel member, Department of Marketing, Monash University (2017-present).
  • Teaching mentor, Department of Marketing, Monash University (2016-present).
  • Executive Committee, Department of Marketing, Monash University (2013-present).
  • Initiator and Organizer, Marketing Research Summit, UQ Business School, University of Queensland (2012-2013).
  • Academic Director, Doing Business in China Program, Guanghua School of Management, Peking University (2007-2010).
  • Deputy Head of Department, Guanghua School of Management, Peking University (2007-2010).
  • PhD program steering committee, Guanghua School of Management, Peking University (2005-2009).     

   Media and Impact:

Research interests

My current research examines consumer psychology in the contexts of sustainable marketing, healthcare marketing, and services marketing. For details, please see my publications.

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 require 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 has to be related to my current research interests on either (a) sustainable marketing, (b) healthcare marketing, or (c) services marketing. Also explain why/how your research proposal contributes to the literature.
  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 marketing/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.).

My PhD students (past and present)

  • Sami Harmali, expected graduation in December 2024.
  • Yan Huo, expected graduation in December 2024.
  • An-ni Cheng, expected graduation in July 2024.
  • Ali Gohary, expected graduation in February 2022.
  • Li Yan (2019), Lecturer (Assistant Professor), Capital University of Economics and Business, Beijing
  • Aysha Siddiqua (2018), Teaching Associate, Monash University
  • Dorian von Freyhold (2015), Managing Partner, Frontier Pricing, Sydney
  • Xia Wang (2014), Lecturer (Assistant Professor), Capital University of Economics and Business, Beijing
  • Jun Pang (2010), Associate Professor, Renmin University of China, Beijing
  • Jin Sun (2008), Professor, University of International Business and Economics, Beijing
  • Jiaming Yu (2006), State Grid, Beijing 

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 12 - Responsible Consumption and Production

Research area keywords

  • Consumer Psychology
  • Services Marketing
  • Green or Sustainable Consumption
  • Healthcare Marketing
  • Food Marketing
  • Cross-Cultural Marketing


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