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Personal profile

Biography

Click here to access Dr. Cheng's CV.

Dr. Yimin Cheng is a 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 moral psychology. He studies consumer behaviour in a variety of contexts including healthcare decision, 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 Group 1+/ ABDC A*/UT Dallas 24/ FT 50/ ABS 4*) and reviewed for the Journal of Consumer Research, the Journal of Consumer Psychology and the Journal of Business Research, etc. His dissertation won the Honorable Mention Award (i.e., runner-up) in the Society for Consumer Psychology-Sheth Dissertation Competition 2015-2016.

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. At Monash University, he teaches MKF5911 Theory and Process of Buyer Behaviour to Master's students. 

Dr. Cheng is interested in co-supervising Ph.D. students who are passionate about experimental consumer psychology research. Candidate students should have good training in experimental social psychology methods. Familiarity with social psychology and consumer behaviour literature is preferred.  

Keywords

  • Consumer Behavior
  • Belief
  • Emotion
  • Motivation

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Research Output 2017 2019

Smiling signals intrinsic motivation

Cheng, Y., Mukhopadhyay, A. & Williams, P., 4 Jun 2019, (Accepted/In press) In : Journal of Consumer Research. 75 p.

Research output: Contribution to journalArticleResearchpeer-review

Do costly options lead to better outcomes? How the protestant work ethic influences the cost-benefit heuristic in goal pursuit

Cheng, Y., Mukhopadhyay, A. & Schrift, R. Y., 8 Aug 2017, In : Journal of Marketing Research. 54, 4, p. 636-649 14 p.

Research output: Contribution to journalArticleResearchpeer-review

Prizes

Beta Gamma Sigma

Yimin Cheng (Recipient), 14 Apr 2018

Prize: Other distinction

Hong Kong Research Grant Council PhD Fellowship

Yimin Cheng (Recipient), 1 Sep 2011

Prize: Competitive Fellowships

Activities 2016 2019

  • 7 Peer review responsibility
  • 2 Contribution to conference

Journal of Business Research (Journal)

Yimin Cheng (Peer reviewer)
2019 → …

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

Association for Consumer Research 2019 Annual Conference (Event)

Yimin Cheng (Peer reviewer)
24 Mar 201912 Apr 2019

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

Society for Consumer Psychology Boutique Conference on Vice and Virtue Consumption

Yimin Cheng (Speaker)
5 Jan 2018

Activity: Participating in or organising an event typesContribution to conference

Australasian Marketing Journal (Journal)

Yimin Cheng (Peer reviewer)
2018 → …

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

Association for Consumer Research Conference 2018 (Event)

Yimin Cheng (Peer reviewer)
2018 → …

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

Press / Media

The Protestant Work Ethic Effect on Consumer Choice

Yimin Cheng, Anirban Mukhopadhyay & Rom Y. Schrift

24/05/19

1 item of media coverage

Press/Media: Research

The Protestant Work Ethic Effect on Consumer Choice

Yimin Cheng

14/11/18

1 item of media coverage

Press/Media: Research