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Yimin Cheng is an Associate Professor of Marketing at Monash University in Melbourne, Australia. He obtained his PhD in Marketing from the Hong Kong University of Science and Technology (HKUST).

Prof. Cheng’s primary research interests include consumer beliefs, emotions, and inference-making. His work examines consumer behaviour across diverse contexts, including healthcare decisions, food consumption, nonverbal or non-textual communication, digital marketing, consumer technology (e.g., robots and AI), entertainment products, and branding. He has published in leading journals such as the 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 Sustainable Tourism (ABDC A*), and Journal of Business Research (ABDC A). According to mktbig15.com, Prof. Cheng’s number of publications in UTD24 or FT50 marketing journals ranks him equal third in Oceania over the past five years (2020–2024).

He currently serves as an Associate Editor for the Journal of Business Research, a regular grant reviewer for the Hong Kong Research Grants Council, and was the Consumer Behaviour Track Chair for the 2024 Australian and New Zealand Marketing Academy (ANZMAC) Conference. He also frequently reviews for top-tier journals (e.g., JM, JCR, JMR, JCP, JAMS, JBE). Prof. Cheng has received the Monash Business School Dean’s Award for Research Excellence by an Early Career Researcher and was a Fellow of the 50th American Marketing Association (AMA)–Sheth Foundation Doctoral Consortium.

His research has been featured by Radio New Zealand, South China Morning Post, The Canberra Times, Wharton Business Daily, and more than 30 other media outlets. He has also been invited by SBS, TASTE, and Joy FM to comment on topics related to marketing, consumer behaviour, and human psychology.

Prof. Cheng has held visiting positions at HKUST, Nanyang Technological University, Renmin University of China, and the Wharton School of the University of Pennsylvania. At HKUST, he taught MARK2120 Marketing Management to undergraduate students and received the 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 received the Monash University “Purple Letter” for Outstanding Teaching Performance for seven consecutive years (2019–2025). He also teaches MKX4050 Marketing Theory to research honours students.

Prof. Cheng welcomes collaboration with academics, companies, governments, and non-profit organisations interested in marketing, business, behavioural change, or public welfare research. He is open to joint applications for national or international research grants, as well as consulting work.

He also supervises PhD students passionate about consumer behaviour research. Prospective students should have experience conducting experimental research. Familiarity with consumer behaviour or social psychology literature is preferred. Interested applicants are encouraged to email Prof. Cheng their CV, undergraduate and/or postgraduate transcripts, standard English language test results, at least one academic reference (preferably from a research collaborator or supervisor), and any journal or conference publications.

Prof. Cheng is likewise interested in supervising postdoctoral researchers or research fellows who have secured external funding (e.g., from their home countries) and possess a detailed research proposal and preliminary results in the area of consumer research.