Conflict and Consumer Behavior

Prof. Hao SHEN
The Chinese University of Hong Kong

Date: 13 November 2023 (Monday)
Time: 10:30 am to 12:00 pm
Venue: E22-G015
Host: Prof. Chanthika PORNPITAKPAN, Associate Professor in Management
Online registration:


Two projects examine the role of conflict in consumer behavior. In the first project, we observed that exposure to word-of-mouth reviews featuring a high (versus low) degree of conflict induces consumers to engage in a defense of their pre-existing attitudes towards the brand, because of the activation of a brand-based social identity. In addition, exposure to conflicting reviews may even enhance recipients’ inclination to actively engage in reviewing the brand themselves, and, consequently, participate in such conflicts. In the second project, we discuss one method to reduce conflict between men and women. That is, simply inducing men to use a pink-colored product enables them to take on a female perspective. Further, we contend that by enabling perspective-taking, such product usage causes them to empathize with women, motivating them to support women’s causes in general.


Professor Hao Shen received a PhD from Hong Kong University of Science and Technology and is currently Professor of Marketing at The Chinese University of Hong Kong. He was named Marketing Science Institute young scholar in 2015.

His research has been published in prestigious journals such as

  • Journal of Consumer Research,
  • Journal of Marketing Research,
  • Journal of Consumer Psychology,
  • Journal of Experimental Psychology (applied),
  • Journal of Experimental Social Psychology, and
  • Journal of Personality and Social Psychology.

Professor Hao Shen is on the editorial review boards of Journal of Consumer Research, Journal of Consumer Psychology, Journal of Retailing, as well as Marketing Letters.

 All are welcome!