Kwong, Jessica Yuk-yee(鄺玉儀)

BSSc; MPhil; PhD (CUHK)

Chairman, Department of Marketing


Department of Marketing

Room 1118, 11/F
Cheng Yu Tung Building
12 Chak Cheung Street
Shatin, N.T., Hong Kong

+852 3943 8634


Prof. Jessica Y. Y. Kwong is Professor of Marketing and the Chairperson of the Department of Marketing at The Chinese University of Hong Kong. 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 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

  • 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