Prof. Zengxiang CHEN, Associate Professor, Sun Yat-sen University

Date: 04 May 2023 (Thursday)
Time: 10:00 am – 11:30 am
Venue: E22-G015
Host: Prof. Yuansi HOU, Associate Professor in International Integrated Resort Management
Online registration:


Emotions are at the heart of the human experience. People go through a variety of emotional experiences every day. As a complex psychological phenomenon, we investigate emotional complexity from the perspective of emotional diversity and emotional dynamics. Through big data analysis, experiments, and questionnaire surveys, we discuss the influence of emotional complexity on market results, such as the influence on tourists’ travel experience, word-of-mouth, and people’s helping behavior.


Professor Chen is an associate professor at Sun Yat-sen University, China. Before joining Sun Yat-sen University in 2017, he was an assistant professor at Nankai University. Professor Chen’s research and teaching interests focus on branding and consumer behavior. He has published over 30 articles in peer-reviewed journals, including the Journal of Consumer Psychology, International Journal of Research in Marketing, Journal of Travel Research and so on. Professor Chen has also been elected as the deputy director of the Branding Committee of the China Marketing Association of University (CMAU) and the executive member of the Marketing Committee of the Chinese Academy of Management.

All are welcome!