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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).

Dr. Cheng's primary research interests include consumer belief, emotion, social motivation, and inference-making. He studies consumer behaviour in a variety of contexts including healthcare decisions, food consumption, facial expressions, entertainment products, and branding, etc. He has published in Journal of Marketing Research (UTD24/FT50/Group 1+), Journal of Consumer Research (UTD24/FT50/Group 1+), Journal of the Academy of Marketing Science (FT50/Group 1+), Journal of Business Ethics (FT50), and reviewed for top tier journals in Marketing (e.g., JM, JMR, JCR, JCP). He currently serves on the Editorial Review Board of the Journal of Business Research and was a Fellow of the 50th American Marketing Association(AMA)-Sheth Foundation Doctoral Consortium. He was also awarded Monash Business School Dean's Commendation for Excellence in Research by an Early Career Researcher.

Dr. Cheng's research has been covered by South China Morning Post, Wharton Business Daily, and Guokr. He has also been invited by SBS, TASTE, and Joy FM to comment on topics related to marketing, consumer, and human behavior. 

Prior to joining Monash University, Dr. Cheng was a Visiting Assistant Professor at HKUST and a Visiting Scholar at 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 four times.

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 basic understanding of conducting research using experiments. Familiarity with consumer behaviour or social psychology literature is preferred. Interested applicants are encouraged to email Dr. Cheng their CV, undergraduate and/or postgraduate transcripts, English Language Test result, journal or conference publications (if there are any).

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 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


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