Personal profile


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Dr. Yimin Cheng is a Senior Lecturer in Marketing at Monash University in Melbourne, Australia. He obtained his Ph.D. in Marketing from the Hong Kong University of Science and Technology (HKUST). From July 2024, he will be an Associate Professor of Marketing.

Dr. Cheng's primary research interests include consumer belief, emotion, and inference-making. He studies consumer behaviour in a variety of contexts including healthcare decisions, food consumption, non-verbal communication, digital marketing, entertainment products, and branding, etc. He has published in Journal of Consumer Research (UTD24/FT50), Journal of Marketing Research (UTD24/FT50), Journal of the Academy of Marketing Science (FT50), Journal of Business Ethics (FT50), European Journal of Marketing (ABDC A*), Journal of Business Research (ABDC A), and reviewed for top tier journals in Marketing (e.g., JM, JCR, JMR, JCP). He currently serves as an Editorial Board Member for the Journal of Business Research, a grant reviewer for the Hong Kong Research Grants Council, and the Consumer Behaviour Track Chair for the Australian and New Zealand Marketing Academy (ANZMAC) 2024 Conference. Dr. Cheng was awarded Monash Business School Dean's Commendation for Excellence in Research by an Early Career Researcher and was a Fellow of the 50th American Marketing Association(AMA)-Sheth Foundation Doctoral Consortium.

Dr. Cheng's research has been covered by Radio New Zealand, South China Morning Post, The Canberra Times, Wharton Business Daily, and 30+ other media outlets. He has also been invited by SBS, TASTE, and Joy FM to comment on topics related to marketing, consumer, and human behavior. 

Dr. Cheng has held visiting positions at HKUST, Nanyang Technological University, Renmin University of China, and the Wharton School, University of Pennsylvania. At HKUST, he taught MARK2120 Marketing Management to undergraduate students and was awarded HKUST Business School Recognition of Excellent Teaching Performance. At Monash University, he teaches MKF5911 Theory and Process of Buyer Behaviour to Master's students and has been awarded Monash University 'Purple Letter' for Outstanding Teaching Performance five times in the past five years. He also teaches MKX4050 Marketing Theory to research honours students.

Dr. Cheng is interested in collaborating with academics, companies, governments, and NPOs who have interesting ideas, access to unique data, or problems to be solved, including but not limited to the area of marketing/business/behaviour change/public welfare. He is also interested in jointly applying for research grants at the national or international level. 

Dr. Cheng is interested in supervising Ph.D. students who are passionate about consumer behaviour research. Candidate students should have a good understanding of conducting research using experiments. Familiarity with consumer behaviour or social psychology literature is preferred. Candidate students must have a research Master's degree or an honours degree that comes with a 1-year research component and a research thesis. Interested applicants are encouraged to email Dr. Cheng their CV, undergraduate and/or postgraduate transcripts, English Language Test results, journal or conference publications (if there are any), and a PhD research proposal mainly using the experimental method. 

Dr. Cheng is also interested in supervising Post-Doc students / Research Fellows who have secured funding elsewhere (e.g., from their home countries) and have a detailed research proposal in the area of consumer research. 

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 10 - Reduced Inequalities
  • SDG 12 - Responsible Consumption and Production
  • SDG 16 - Peace, Justice and Strong Institutions

Research area keywords

  • Consumer Behavior
  • Belief
  • Emotion
  • Motivation
  • Inference-making
  • Work ethic
  • Healthcare
  • Food consumption
  • Branding
  • Diversity and inclusiveness
  • Happiness
  • Public welfare
  • Morality
  • Artificial intelligence
  • Sustainability
  • Marketing communications
  • Digital 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