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Zengxiang Chen

Zengxiang Chen

Sun Yat-sen University

Dr. Zengxiang Chen is an Associate Professor in the International School of Business & Finance at Sun Yat-sen University. His primary research interest focuses on moral issues in marketing, such as consumer donation behavior and cause-related marketing, etc. His work has been published in the Journal of Consumer Psychology, the International Journal of Research in Marketing, and the Journal of Travel Research. Dr. Chen obtained his Ph.D. in Management with a specialization in Marketing from the Sun Yat-sen University.

Related articles

Social Behavior

Inspirational Appeals Are More Effective: The Influence of Strength Emotions on Persuasion and Donation

by Jianping Liang, Zengxiang Chen, Jing Lei

It is well acknowledged that people are more likely to donate when they feel sad about the victim of an unfortunate situation and empathize with the victim...

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