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Personal profile


Access Yimin's CV and publications from here

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) in June 2017. 

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 the Journal of Marketing Research and the Journal of Consumer Research (both Monash Group 1+/ ABDC A*/UT Dallas 24/ Financial Time 45/ UK ABS 4*) and reviewed for the Journal of Marketing, the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Consumer Psychology, and the Journal of Business Research, etc. He is a Fellow of the 50th American Marketing Association(AMA)-Sheth Foundation Doctoral Consortium. His dissertation won the Honorable Mention Award (i.e., runner-up) in the Society for Consumer Psychology Dissertation Competition 2015-2016. He was also awarded Monash Business School Dean's Commendation for Excellence in Research by an Early Career Researcher.

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 twice.

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.

Dr. Cheng is also interested in supervising Ph.D. students who are passionate about experimental consumer psychology research. Candidate students must have good training in experimental social psychology methods. Familiarity with social psychology and consumer behaviour literature is preferred. 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 experimental consumer research. Interested students must send me at least one reference letter from a consumer behaviour researcher (at the Lecturer or Assistant Professor rank or higher) who can assess your research competence in his/her letter. 

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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