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Lei Su

Lei Su, PhD

Hong Kong Baptist University

Lei Su (PhD – The Chinese University of Hong Kong) is an Assistant Professor of Marketing in Hong Kong Baptist University. Her research focuses primarily on consumer judgement and decision-making, examining how social or visual marketing factors influence product evaluations and purchase intentions. Su’s research has been published in the Journal of Consumer Research, Journal of Consumer Psychology, and International Journal of Hospitality Management. Su obtained her PhD in marketing from the Chinese University of Hong Kong. Prior to entering academia, Su worked as Association Brand Manager in Procter & Gamble, and then Research and Analytics Director in Starcom Mediavest Group. She also had experience working in consulting projects with leading companies such as IBM and Bank of China.

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Social Behavior


Social Exclusion Stimulates Product and Brand Switching

by Lei Su, Yuwei Jiang, Zhansheng Chen, Nathan Dewall

The days of complete customer loyalty are over, and understanding consumer switching behavior is a new horizon in retailing and branding. In our recent work, we...

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