Campus Digest

Marketing scholar wins Best Paper Award at international research conference

06 Jul 2017

Dr Su Lei’s co-authored paper is selected as the best paper at an international marketing research conference Dr Su Lei’s co-authored paper is selected as the best paper at an international marketing research conference
Dr Su Lei’s co-authored paper is selected as the best paper at an international marketing research conference

 

Assistant Professor of the Department of Marketing Dr Su Lei won the Best Paper Award for her co-authored paper at the La Londe Conference 2017 – Marketing Communications and Consumer Behaviour held recently at Aix-Marseille Université in La Londe les Maures, France.

 

Entitled “Product Aesthetics Preference among Excluded Consumers”, the winning paper was co-authored by Dr Su with Professor Echo Wan from The University of Hong Kong, and Dr Jiang Yuwei from The Hong Kong Polytechnic University. Their paper takes an unconventional and often neglected approach to study the relationship between social exclusion and product aesthetics. 

 

The research findings suggested that consumers’ social connection status influences their preference for a product’s aesthetic design. “The project studies consumer purchase behaviour from a novel angle by linking consumer psychology with visual design. I believe this helped us a lot in winning this award,” said Dr Su.