Hong, Ying-yi(康螢儀)

BSocSc (CUHK); MA, MPhil, PhD (Columbia)

Choh-Ming Li Professor of Management
Principal Investigator of Culture Lab


Department of Management

Room 826, 8/F
Cheng Yu Tung Building
12 Chak Cheung Street
Shatin, N.T., Hong Kong

+852 3943 7773



Prof. Ying-yi Hong’s research interests include culture and cognition, multicultural identity and intergroup relations. She is no stranger to multiculturalism, having grown up in colonial-era Hong Kong, where she absorbed both Chinese and Western influences. Prof. Hong received her PhD from Columbia University and previously taught at the Hong Kong University of Science and Technology, University of Illinois at Urbana-Champaign, and Nanyang Technological University in Singapore. Her research reflects her global experiences. The editor of over ten books, including The Oxford Handbook of Multicultural Identity, which won the 2015 Ursula Gielen Global Psychology Book Award, Prof. Hong has published over 150 journal articles and book chapters and her work has been cited widely in the fields of psychology, business and education. She has received several awards for her pioneering work, including the Otto Klineberg Intercultural and International Relations Award in 2001, International Society for Self and Identity Outstanding Early Career Award in 2004, and Nanyang Award for Research Excellence in 2013. Prof. Hong was elected Fellow of the Association for Psychological Science (APS) and the Center for Advanced Study in the Behavioral Sciences (CASBS) at Stanford University in 2018. Her most recent awards include the Outstanding Contributions to Cultural Psychology Award in 2020 and the prestigious Senior Research Fellow Scheme (2021/22) award conferred by the Research Grant Council of Hong Kong SAR government.

Teaching Areas

Organisational Behaviour
Design and Innovation Management
Advanced Cultural Psychology for Business Research
Advanced Social Psychology for Business Research

Research Interests

Culture and Cognition
Intergroup Relations
Behavioural Decision Making
Cultural Neuroscience

  • Publications
    • Yeo, S-L., Phua, D.Y., & Hong, Y. (in press). The effects of dangerous world beliefs on Covid-19 preventive behaviors in Singapore: The moderating role of public health communication. International Journal of Strategic Communication.
    • Faust, N.T., Hong, Y., Gains, N., & Christopoulos, G. I. (in press). The effect of implicit theories of beauty and perceived pressure on cosmetic consumption. Psychology of Aesthetics, Creativity, and the Arts.
    • Xiong,, Li, J., Huang, B., Tam, T., Hong, Y., Chong, K.-C., & Huo, Z. (2022). Economic value of vaccines to address the COVID-19 pandemic in Hong Kong: A cost-effectiveness analysis. Vaccines, 10, 495. https://doi.org/10.3390/vaccines10040495.
    • Box-Steffensmeier, J.M., Burgess, J., Corbetta, M., Crawford, K., Duflo, E., Fogarty, L., Gopnik, A., Hanafi, S., Herrero, M., Hong, Y. et al.(2022). The future of human behaviour research. Nature Human Behaviour, 615- 24. https://doi.org/10.1038/s41562-021-01275-6.
    • Wang, X., Chen, W-F, Hong, Y., & Chen Z. (2022). Perceiving high social mobility breeds materialism: The mediating role of socioeconomic status uncertainty. Journal of Business Research, 139, 629-638.
    • Hong, Y., Chan, H-W., & Douglas, K. M. (2021). Conspiracy theories about infectious diseases: An introduction. Journal of Pacific Rim Psychology, 15, 1-8. https://doi.org/10.1177/18344909211057657.
    • Wang, X., Zuo, S-J., Chan, H-W., Chiu, C. P-Y., & Hong, Y. (2021). COVID-19-related conspiracy theories in China: The role of secure versus defensive in-group positivity and responsibility attributions. Journal of Pacific Rim Psychology, 15, 1-13. https://doi.org/10.1177/18344909211034928.
    • Chan, H-W, Wang, X., Zuo, S-J, Chiu, C. P-Y., Liu, L., Yiu, D. W., & Hong, Y. (2021). War against COVID-19: How is national identification linked with the adoption of disease-preventive behaviors in China and the United States? Political Psychology. https://org/10.1111/pops.12752.
    • Chan, H-W, Chiu, C. P-Y, Zuo, S., Wang, X., Liu, L., & Hong, Y. (2021). Not-so-straightforward links between COVID-19 conspiracy-theory beliefs and disease-preventive behaviours. Humanities and Social Sciences Communications, 8:104;  https://doi.org/10.1057/s41599-021-00781-2.
    • Huang, B. Wang, J., Cai, J., Yao, S., Chan, P. K. S., Tam, T. H., Hong, Y. et al. (2021). Integrated vaccination and physical distancing interventions to prevent future COVID-19 waves. Nature Human Behaviour. https://doi.org/10.1038/s41562-021-01063-2.
    • Tse, D. C. K., Lau, V. W., Hong, Y., Bligh, M. C., & Kakarika, M. (2021). Prosociality and hoarding amid the COVID-19 pandemic: A tale of four countries, Journal of Community & Applied Social Psychology, 1-14. http://org/10.1002/casp.2516.
    • Chen, Y-Y., Liu X-X., Lan, T., & Hong, Y. (2021). Move more and bribe more?  The impact of residential mobility on bribe-giving.  Asian Journal of Social Psychology. https://doi.org/10.1111/ajsp.12492.
    • Zhan, S., Uy, M.A., & Hong, Y. (2020). Missing the forest for the trees: Prior entrepreneurial experience, role identity, and entrepreneurial creativity. Entrepreneurship Theory and Practice. https://doi.org/10.1177/1042258720952291.
    • Phua, D. Y., Leong, C. H., & Hong, Y. (2020). Heterogeneity in national identity construct: Example of Singapore using network analysis. International Journal of Intercultural Relations. https://org/10.1016/j.ijintrel.2020.05.010.
    • Cheon, B. K., Melani, I., & Hong, Y. (2020). How USA-centric is psychology? An archival study of implicit assumptions of generalizability of findings to human nature based on origins of study samples. Social Psychological and Personality Science. https://journals.sagepub.com/doi/10.1177/1948550620927269.
    • Cheon, B. K., & Hong, Y. (2020). Aversive responses towards culture fusion is moderated by the source of foreign cultural inflow. Journal of Cross-Cultural Psychology, 51(5), 370-386.
    • Christopoulos, G., & Hong, Y. (2020). The multicultural mind as an epistemological test and extension for the thinking through other minds approach. Behavioral and Brain Sciences, 43, E97. https://doi.org/10.1017/S0140525X19002711.
    • Zhang, J., Yang, Y., & Hong, Y. (2020). Sleep deprivation undermines the link between identity and intergroup bias. Sleep, 43 (2), zsz213, https://doi.org/10.1093/sleep/zsz213.
    • Hong, Y., Li, K. K., Huang, B., & Tam, T. (2019).  Real-time PM2.5 air pollution and social preferences: a large scale behavioural game study using mobile apps in mainland China. The Lancet Planetary Health, Vol.3, Supplement 1, September, p.S15. https://doi.org/10.1016/S2542-5196(19)30158-5.
    • Sprong, S. et al. (2019). “Our country needs a strong leader right now”: Economic inequality enhances the wish for a strong leader. Psychological Science. https://doi.org/10.1177/0956797619875472.
    • Yang, Y., Hong, Y., & Sanchez-Burks (2019). Emotional aperture across East and West: How culture shapes the perception of collective affect.  Journal of Cross-Cultural Psychology, 50(6), 751-762.
    • Yap, W-J, Cheon, B., Hong, Y., & Christopoulos, G. (2019). Cultural attachment: From behavior to computational neuroscience. Frontiers in Human Neuroscience, Vol.13, https://doi.org/10.3389/fnhum.2019.00209.
    • Dijkstra KA, & Hong, Y. (2019). The feeling of throwing good money after bad: The role of affective reaction in the sunk-cost fallacy. PLoS ONE, 14(1): https://doi.org/10.1371/journal.pone.0209900.
    • Chen, W-F, Wang, X., Gao, H-Y., & Hong, Y. (2019). Understanding Consumer Ethics in China’s Demographic Shift and Social Reforms. Asia Pacific Journal of Marketing and Logistics.
    • Tadmor, C.T., Hong, Y., Chao, M. M., & Cohen, A. (2018). The tolerance benefits of multicultural experiences depend on the perception of available mental resources. Journal of Personality and Social Psychology, 115(3), 398-426.
    • Bendapudi, N., Zhan, S., & Hong, Y. (2018). Cultural values differentially moderate the benefits of basic education on two types of national innovation outputs. Journal of Cross-Cultural Psychology, 49(2), 199-222.
    • Smith, H. et al. (2018). Cultural values moderate the impact of relative deprivation, Journal of Cross-Cultural Psychology, 49(8), 1183-1218.
    • Smeekes, A. et al. (2018). Regaining In-Group Continuity in Times of Anxiety About the Group’s Future: A Study on the Role of Collective Nostalgia Across 27 Countries, Social Psychology (2018), 49, pp. 311-329. https://doi.org/10.1027/1864-9335/a000350.
    • Guo, X., & Hong Y. (2018). How do consumers from developed regions evaluate global brands from emerging countries? An investigation from the perspective of global-local identity.  Journal of Contemporary Marketing Science, 1(1), 2-21.
    • Lan, T., & Hong, Y. (2017). Norm, Gender, and Bribe-Giving: Insights from a Behavioral Game. PLoS ONE, 12(12): e0189995. https://doi.org/10.1371/journal.pone.0189995
    • Cheng, C-Y., & Hong, Y. (2017). Kiasu and Creativity in Singapore: An Empirical Test of the Situated Dynamics Framework. Management and Organizational Review. https://doi.org/10.1017/mor.2017.41
    • Hong, Y., & Cheon, B. K. (2017). How does culture matter in the face of globalization. Perspectives on Psychological Science, 12, 810-823.
    • Cheon, B. K. & Hong, Y. (2017). Mere experience of low subjective socioeconomic status stimulates appetite and food intake. Proceedings of National Academy of Sciences, 114(1), 72-77. https://doi.org/10.1073/pnas.1607330114.
    • Yap, W. J., Christopoulos, G., & Hong, Y. (2017). Physiological responses associated with cultural attachment. Behavioural Brain Research, 325 (Jan.), p. 214-222. https://doi.org/10.1016/j.bbr.2017.01.017
    • Phua, D.Y., Meaney, M.J., Khor, C.C., Lau, I.Y.M., & Hong, Y. (2017). Effects of bonding with parents and home culture on intercultural adaptations and the moderating role of genes. Behavioural Brain Research, 325, 223-236.
    • Huff, S., Lee, F., & Hong, Y. (2017). Bicultural and Generalized Identity Integration Predicts Interpersonal Tolerance. Journal of Cross-Cultural Psychology, 48(5), 644-666.
    • Yeo, S. L., Shin, W., Lwin, M., Williams, J., & Hong, Y. (2017). Are Primetime Diets Congruent with Dietary Recommendations? Content Analyses of Food Advertisements in US, China, and Singapore. Global Health Communication, 2:1, 30-38, http://doi.org/10.1080/23762004.2017.1278991.
    • Liu, Z., Liu, X-X., Hong, Y., Brockner, J., Tam, K., & Li, Y. (2017). Is individual bribery or organizational bribery more intolerable in China (versus in the United States)? Advancing Theory on the Perception of Corrupt Acts.  Organizational Behavior and Human Decision Processes, 143, 111-128. https://doi.org/10.1016/j.obhdp.2016.12.002.
  • Grants
    • “Understanding the Psychological Underpinnings of Identities and Intergroup Relations during Socio-Political Transitions – The Case of Hong Kong”, Senior Research Fellow Scheme 2021/22  (Ref.#: SRFS2122-4H01) funded by Hong Kong Research Grant Council with HK$7,798,380, 2022-2026 (Principal Investigator)
    • “Assessment and Implementation of Non-pharmaceutical Interventions to Avoid COVID-19 Resurgences: Accounting for Human Mobility, Contacts and Behavioral Change Using Both Big and Small Data”, Collaborative Research Fund (Ref. No.: C4139-20G) awarded by Hong Kong Research Grant Council with HK$3,512,631, 2021-2022 (Co-Principal Investigator)
    • “Understanding Conspiracy Beliefs Through the Threat Compensation and Cultural Perspectives”, General Research Fund (Ref. No. 14621920) awarded by Hong Kong Research Grant Council with HK$739,240, 2021-2023 (Principal Investigator)
    • “The Psychology and Ramifications of ‘Yellow’ versus ‘Blue’ Political Orientations in Hong Kong”, Public Policy Research Funding Scheme awarded by Policy Innovation and Coordination Office with HK$499,790, 2020 (Principal Investigator)
    • “Sail away from the safe harbour? Examining the socio-psychological factors influencing Hongkongers to stay in Hong Kong and/or the Greater Bay Area, or to relocate elsewhere for work”, Faculty Development Scheme (Project ref no.: UGC/FDS16/B20/20) funded by Hong Kong Research Grant Council with HK$826,605, 2021-2023 (Co-investigator)
    • “Radical Political Identification and Collective Action: A Mixed Methods Study”, General Research Fund awarded by Hong Kong Research Grant Council with HK$617,625, 2019-2022 (Co-Investigator)
  • Awards & Honours
    • Fellow, Senior Research Fellow Scheme, Research Grant Council of Hong Kong SAR Government, 2021
    • Outstanding Contributions to Cultural Psychology Award, conferred by Advances in Cultural Psychology Pre-conference, Society for Personality and Social Psychology, 2020
    • Fellow, Center for Advanced Study in the Behavioral Sciences (CASBS) at Stanford University, 2018
    • Nanyang Award of Research Excellence, Nanyang Technological University, 2013
    • Fellow, Association of Psychological Science (APS), 2005
    • Outstanding Early Career Award, International Society for Self and Identity, 2003
    • Otto Klineberg Intercultural and International Relations Award, Society for the Psychological Study of Social Issues, 2001
  • Academic/Professional Services
    • Coordinator of China Studies (University Research Strategy), CUHK
    • Associate Director of Hong Kong Institute of Asia-Pacific Studies, CUHK
    • Co-convenor of Global China Research Programme, CUHK