19972019
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Personal profile

Biography

Hean Tat Keh (郭贤达) is a Professor of Marketing at Monash University, Australia. He is a firm believer in balancing research and teaching excellence. His current research examines consumer psychology in the contexts of services marketing, sustainable marketing, and healthcare marketing, with a secondary interest in doing business in China. He has published in leading journals such as Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, International Journal of Research in Marketing, Journal of Service ResearchJournal of Retailing, Organizational Behavior and Human Decision Processes, and Journal of Business Venturing. A passionate and highly-awarded educator, Professor Keh has previously taught at the University of Queensland, Peking University, and the National University of Singapore. He obtained his PhD from the University of Washington, Seattle, and his MBA from the Hong Kong University of Science and Technology. 

     Related links

     Media and Impact:

     Latest journal articles:

  • Sun, Jin, Hean Tat Keh, and Angela Y. Lee (2019), “Shaping Consumer Preference Using Alignable Attributes: The Roles of Regulatory Orientation and Construal Level,” International Journal of Research in Marketing, 36 (1), 151-168. https://doi.org/10.1016/j.ijresmar.2018.12.001
  • Keh, Hean Tat, Nicole Hartley, and Di Wang (2019), “The Differential Effects of Separated vs. Unseparated Services: The Roles of Performance Risk and Regulatory Focus,” Journal of Service Theory and Practice, 29 (1), 93-118. https://doi.org/10.1108/JSTP-04-2018-0097

     Research highlights

  • national-level outstanding research achievement award from the Ministry of Education, China in 2015 (Sun, Keh, & Lee, 2012, Journal of Consumer Research).
  • Honourable mention for the 2011 Servsig Best Article award (Keh & Pang, 2010, Journal of Marketing).
  • Runner-up for the Oxford University Centre for Corporate Reputation Best Published Paper award in 2010 (Keh & Xie, 2009, Industrial Marketing Management).
  • Citation in the Wikipedia entry on ‘Brand Equity’ (Chu & Keh, 2006, Marketing Letters).
  • Received major research grants from the Australian Research Council (ARC) and the National Natural Science Foundation of China (NSFC).

     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)
  • Four ‘Purple Letters’ for outstanding teaching at Monash University (2016-2018).
  • 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.

     Service highlights

  • On the editorial boards of Journal of Advertising, Australasian Marketing JournalFrontiers of Business Research in China, and Asia Marketing Journal.
  • 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).     

Research interests

My current research examines consumer psychology in the contexts of services marketing, sustainable or green marketing, food marketing, and healthcare marketing. Illustrative research topics include:

  1. sustainable or green consumption (e.g. social class and sustainable consumption, effects of power on propensity for green consumption, self-construal and green product consumption, the role of positive emotions on sustainable consumption, etc.)

  2. food marketing (e.g. choice of minimally-processed vs. ultra-processed foods on consumers' healthy lifestyle intentions, well-dressed people and street-food consumption, understanding Chinese consumers' preference for Australian food products)

  3. service characteristics (e.g. applications of service separation in different contexts [Keh & Pang, 2010], service standardization vs. customization [Ding & Keh, 2016], service intangibility vs. tangibility [Ding & Keh, 2017], service employees [Zhao, Yan, & Keh, 2018; Keh et al., 2013])

  4. information processing (e.g. how attribute alignability affects consumers' service preference [Sun, Keh, & Lee, 2012], the differential effects of expert review vs. peer review on service evaluation [Keh & Sun, 2018], the effects of novel product displays on purchase intention) [Wang & Keh, in progress])

Supervision interests

Potential honours and PhD applicants

  1. I am able to supervise topics that fall within my research interests (see illustrative topics above). Please read my recent research papers and discuss with me before sending me a full proposal.

  2. Potential honours and PhD applicants need to be familiar with behavioural experiment methods and cognitive-social psychology theories, which form the bases for my current research.

  3. You need to have a curious and probing mind, aptitude for hard work, and passion for research excellence (think "quality," not "quantity").

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.).

Keywords

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

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2014 2017

Research Output 1997 2019

Consumer responses to high service attentiveness: a cross-cultural examination

Liu, M. W., Zhang, L. & Keh, H. T., Mar 2019, In : Journal of International Marketing. 27, 1, p. 56-73 18 p.

Research output: Contribution to journalArticleResearchpeer-review

Shaping consumer preference using alignable attributes: the roles of regulatory orientation and construal level

Sun, J., Keh, H. T. & Lee, A. Y., Mar 2019, In : International Journal of Research in Marketing. 36, 1, p. 151-168 18 p.

Research output: Contribution to journalArticleResearchpeer-review

The differential effects of separated vs. unseparated services: the roles of performance risk and regulatory focus

Keh, H. T., Hartley, N. & Wang, D., 10 May 2019, In : Journal of Service Theory and Practice. 29, 1, p. 93-118 26 p.

Research output: Contribution to journalArticleResearchpeer-review

Event-marketing and advertising expenditures: the differential effects on brand value and company revenue

Liu, L., Zhang, J. & Keh, H. T., Dec 2018, In : Journal of Advertising Research. 58, 4, p. 464-475 12 p.

Research output: Contribution to journalArticleResearchpeer-review

Nostalgia and consumer preference for indulgent foods: the role of social connectedness

Wang, X., Keh, H. T. & Chao, C. H., 1 May 2018, In : International Journal of Consumer Studies. 42, 3, p. 316-326 11 p.

Research output: Contribution to journalArticleResearchpeer-review

Prizes

ANZMAC Distinguished Marketing Educator Award

Hean Tat Keh (Recipient), 5 Dec 2018

Prize: Prize (including medals and awards)

Dean's Award for Teaching Excellence 2017

Hean Tat Keh (Recipient), 2017

Prize: Prize (including medals and awards)

Department of Marketing Academic Excellence Award

Hean Tat Keh (Recipient), 7 Dec 2018

Prize: Prize (including medals and awards)

Activities 2016 2018

  • 3 Contribution to conference
  • 3 Peer review panel or committee
  • 1 Contribution to workshop, seminar, course
  • 1 Peer review responsibility

Journal of Service Research (Journal)

Hean Tat Keh (Peer reviewer)
2018

Activity: Publication peer-review and editorial work typesPeer review responsibility

External Reviewer for Academic Staff Promotion at University of New South Wales

Hean Tat Keh (Reviewer)
2018

Activity: External Academic EngagementPeer review panel or committee

Sixth Annual Monash Business and Sustainability Network Workshop on Sustainable Development

Hean Tat Keh (Invited speaker)
25 Jun 201826 Jun 2018

Activity: Participating in or organising an event typesContribution to workshop, seminar, course

External Reviewer for Academic Staff Promotion at University of Technology Sydney

Hean Tat Keh (Reviewer)
2018

Activity: External Academic EngagementPeer review panel or committee

Australian and New Zealand Marketing Academy Conference (ANZMAC 2017)

Hean Tat Keh (Speaker)
4 Dec 20176 Dec 2017

Activity: Participating in or organising an event typesContribution to conference

Press / Media

BBC 5 interview with Professor Hean Tat Keh

Hean Tat Keh

22/11/18

1 media contribution

Press/Media: Profile/Interview

Peers versus experts – Whose opinion do we value more?

Hean Tat Keh

21/11/18

1 item of media coverage

Press/Media: Article/Feature

Festive Nostalgia Leaves No Scone Unturned

Hean Tat Keh

20/11/18

1 media contribution

Press/Media: Article/Feature

Podcast on 'Opening the Gate to China'

Hean Tat Keh

30/08/18

1 item of media coverage

Press/Media: Expert Comment