Linguistic Framing Effect In Marketing

Prof. Fangyuan CHEN
Associate Professor in

Date: 19 April (Friday)
Time: 1:00pm to 2:00pm
Venue: FBA Lobby


In recent years, a growing body of consumer research has examined the effects of linguistic framing, or semantic framing, in which two words or phrases that are similar but not equivalent, can have profoundly different influences because of subtle variations in their semantic meanings or connotations. In this salon talk, Prof. Chen will present two of her recent studies that examine the effects of linguistic framing in marketing communications such as crowdfunding appeals (Su, Li, Sengupta, and Chen 2023) and public service communications to promote consumer health behaviors (Pang, Chen, and Wang, in progress).


Prof. Fangyuan Chen is an Associate Professor in the Department of Management and Marketing. Prof. Chen’s research focuses on understanding non-human marketing entities using human-based theories, and investigating ways to improve consumer psychological well-being. Her recent work focuses on uncovering nudges that can motivate consumers to make choices that are better for them from a long-term perspective, such as healthier aging. Her work appears in leading peer-reviewed journals such as the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of Experimental Psychology: Applied, and the Journal of Vocational Behavior. Popular accounts of her work have been featured in international media outlets including Harvard Business Review, Forbes, South China Morning Post, and UMacau Magazine. Prior to joining the University of Macau, Prof. Chen was a faculty at the Hong Kong Polytechnic University (2016-2022) and the Peking University, Guanghua School of Management (2015-2016) where she taught in the MBA and PhD programs.

All are welcome!