Kwong, Jessica Yuk-yee
Kwong, Jessica Yuk-yee 鄺玉儀
BSSc; MPhil; PhD (CUHK)
Professor
Contact
Department of Marketing
Room 1118, 11/F
Cheng Yu Tung Building
12 Chak Cheung Street
Shatin, New Territories, Hong Kong
+852 3943 8634
Biography
Prof Jessica Y. Y. Kwong is Professor of Marketing at The Chinese University of Hong Kong and served as the department head from 2020 to 2025. Her research interests include human judgments and decision-making processes in consumer and organisational contexts. In particular, she is interested in the cognitive mechanisms in the processing of numerical information as well as affective influences on motivation, judgments, and decisions. Her research has appeared in top-tier journals in psychology, management, and marketing. She was a recipient of the Young Researcher Award and also a number of teaching awards, including the Vice-Chancellor’s Exemplary Teaching Award, Faculty Teaching Excellence Award, and Outstanding Teacher Award.
Teaching Areas
Consumer Behaviour
Service Marketing
Marketing Management
Research Methodology
Research Interests
Affect and Motivation
Consumer and Managerial Judgment and Decision Making
Justice Perceptions
Personality and Individual Differences
Publications & Working Papers
- Cai, Y. L, Wong, K. F. E., and Kwong, J. Y. Y. (Forthcoming), “Does your surname undermine your research impact?” Psychonomic Bulletin and Review, 32 (August), 3116-3133.
- Kwong, J. Y. Y., and Wong, K. F. E. (2025), “The Development of Escalation Bias across the Life Span: A Multi-level Adaptive Learning Approach,” Cognitive Development, Vol 74, 101554.
- Wong, K. F. E., Kwong, J. Y. Y., and Yik, M. (2025), “Individual Differences in Escalation of Commitment: A Multi-level Adaptive Learning Perspective,” Journal of Computational Social Science, 8:11
- Ellick Kin-fai Wong and Jessica Yuk-yee Kwong (2018), “Resolving the Judgment and Decision Making Paradox between Adaptive Learning and Escalation of Commitment,” Management Science, 64(4), 1477-1973.
- Z. T. Huang and Jessica Yuk-yee Kwong (2016), “Illusion of Variety: Lower Readability Enhances Perceived Variety,” International Journal of Research in Marketing, 33(3), 674-687.
- Jessica Yuk-yee Kwong and Ellick Kin-fai Wong (2014), “Reducing and Exaggerating Escalation of Commitment by Option Partitioning,” Journal of Applied Psychology, 99(4), 697-712.
- Jessica Yuk-yee Kwong, Ellick Kin-fai Wong, and Suki K. Y. Tang (2013), “Comparing Predicted and Actual Affective Responses to Process versus Outcome: An Emotion-as-feedback Perspective,” Cognition, 129(1), 42-50.
- Jessica Yuk-yee Kwong, Dilip Soman, and Candy Ho (2011), “The Role of Computational Ease on the Decision to Spend Loyalty Program Points,” Journal of Consumer Psychology, 21, 146-156.
- Xiaoye May Wang, Ellick Kin-fai Wong, and Jessica Yuk-yee Kwong (2010), “The Roles of Rater Goals and Ratee Performance Levels in the Distortion of Performance Rating,” Journal of Applied Psychology, 95(3), 546-561.
- Ellick Kin-fai Wong and Jessica Yuk-yee Kwong (2007), “The Role of Anticipated Regret in Escalation of Commitment,” Journal of Applied Psychology, 92(2), 545-554.
- Ellick Kin-fai Wong and Jessica Yuk-yee Kwong (2007), “Effects of Rater Goals on Rating Patterns in Performance Evaluation: Evidence from an Experimental Field Study,” Journal of Applied Psychology, 92(2), 577-585.
- Jessica Yuk-yee Kwong and Kin-fai Ellick Wong (2006), “The Role of Ratio Differences in the Framing of Numerical Information,” International Journal of Research in Marketing, 23, 385-394.
- Ellick Kin-fai Wong, Michelle S.M. Yik, and Jessica Yuk-yee Kwong (2006), “Understanding the Emotional Aspects of Commitment: The Role of Negative Affect,” Journal of Applied Psychology, 91(2), 282-297.
- Ellick Kin-fai Wong and Jessica Yuk-yee Kwong (2005), “Between-individual Comparisons in Performance Evaluation: A Prospect Theory Approach,” Journal of Applied Psychology, 90(2), 284-294.
- Ellick Kin-fai Wong and Jessica Yuk-yee Kwong (2005), “Comparing Two Tiny Giants or Two Huge Dwarfs? Preference Reversals Owing to Number Size Framing,” Organizational Behavior and Human Decision Processes, 98(1), 54-65.
- Jessica Yuk-yee Kwong and Hamilton V. Lee (2004), “Retrospective Reports of Organisational Commitment after Russian Military Downsizing,” Applied Cognitive Psychology, 18(6), 669-681.
- Kwok Leung and Jessica Yuk-yee Kwong (2003), “Human Resource Management Practices in International Joint Ventures in Mainland China: A Justice Analysis,” Human Resource Management Review, 13, 85-105.
- Jessica Yuk-yee Kwong (2003), “Personality Characteristics of Chinese Hotel Managers,” Journal of Psychology in Chinese Societies, 4(1), 29-41.
- Jessica Yuk-yee Kwong and Fanny Mui-ching Cheung (2003), “Prediction of Performance Facets Using Specific Personality Traits in the Chinese Context,” Journal of Vocational Behaviour, 63, 99-110.
- Jessica Yuk-yee Kwong and Kwok Leung (2002), “A Moderator of the Interaction Effect of Procedural Justice and Outcome Favorability: Importance of the relationship,” Organizational Behavior and Human Decision Processes, 87(2), 278-299.
- Ellick Kin-fai Wong and Jessica Yuk-yee Kwong (2000), “Is 7300m Equal to 7.3km? Same Semantics But Different Anchoring Effects,” Organizational Behavior and Human Decision Processes, 82(2), 314-333.
Grants
- “Affective forecasts and responses as inputs for goal pursuits”, General Research Fund awarded by Research Grants Council, 2015-2018
- “The Influence of Counterfactual Thoughts on Consumer Responses to Negative Consumptions”, General Research Fund awarded by Research Grants Council, 2010-2011
- “Consumers repurchase decisions after joining a loyalty program: (I) Perceptions of progress in loyalty programs: Can the eye fool the mind? (II) When more becomes less: On the psychology of program completion and reward redemption”, Earmarked Grants awarded by Research Grants Council, 2008-2009
- “Escalation of Commitment: A Regret Perspective”, Earmarked Grants awarded by Research Grants Council, 2004-2007
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Student Nationalities