Shen, Hao

BA (China University for Political Science); MSc (Fudan); PhD (HKUST)

Associate Professor
Director, MSc Programme in Marketing


Department of Marketing

Room 1107, 11/F
Cheng Yu Tung Building
12 Chak Cheung Street
Shatin, N.T., Hong Kong

+852 3943 7820


Prof. Hao Shen is Associate Professor of Marketing at The Chinese University of Hong Kong. He received his PhD in Marketing from the Hong Kong University of Science and Technology. Prof. Shen’s research interests include: the effect of mood, the effect of procedural knowledge, culture, and sensory marketing. Prof. Shen’s research has been published in 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. He won young contributor award from Journal of Consumer Psychology in 2008, young researcher award from the university in 2011, and was named as Marketing Science Institute (MSI) 2015 young scholar.

Teaching Area

Digital Marketing
Strategic Marketing
Consumer Behaviour
Marketing Management

Research Interest

Sensory Marketing
Cultural/Social Influences
Affect and Consumer Information Processing
Knowledge Accessibility

  • Grants
    • “Different modes of communication: Your decision may depend on how you communicate it”, awarded by RGC Competitive Earmarked Research Grants, 2015-2018
    • “The Effect of Sensory Restriction on Consumer Behaviour”, awarded by RGC Competitive Earmarked Research Grants, 2012-2014
    • “Whether you like it depends on how you process it: Effects of procedures on consumer judgments”, General Research Fund awarded by Research Grants Council, 2010-2012
  • Awards & Honours
    • Marketing Science Institute (MSI) Young Scholar, Marketing Science Institute, 2015
    • Young Researcher Award, The Chinese University of Hong Kong, 2011
    • Winner, Journal of Consumer Psychology 2008 Young Contributor Award for the publication “The Impact of Negative Affect on Responses to Affect-Regulatory Experiences”, 2008
    • Honorable Mention Award for Best Competitive Paper at the 2008 Society for Consumer Psychology Annual Conference, 2008