Hong Kong Joint School Conference (CB track)

December 12, 2026

Registration

Join us on December 12

Please register by November 15 2026 (Sunday). There is no registration fee.

Register here

About

The 2026 Hong Kong Joint School Consumer Behavior Conference will be hosted by HKU Business School. The conference brings together leading scholars who use behavioral approaches to address important marketing questions. It aims to disseminate research, facilitate the exchange of ideas, and foster collaboration.

We are delighted to welcome Professor Manoj Thomas from the Cornell SC Johnson College of Business as our keynote speaker. Colleagues from universities across Hong Kong will also present their latest research (see Programme Rundown).

We welcome faculty members and PhD students from all universities in Hong Kong to attend. Please register early to secure your place.

Date: December 12, 2026

Venue: HKU@iCube, Rooms 4005–4007, 40/F, Two Exchange Square, 8 Connaught Place, Central

Contact: Professor Lingrui Zhou at lrzhou@hku.hk

Programme Rundown

Time Programme Institution
8:30–9:00 am
Registration
 —
9:00–9:45 am
Presentation 1
Jiaqi Yu
“A Mere-Presence Effect of Asymmetric Information”
joint with Oleg Urminsky (University of Chicago)
 HKU
9:45–10:30 am
Presentation 2
Jessie Zhisui Jia
“Is This How You See Me? When Personalized Ads Reduce Self-Esteem and Brand Attitude”
joint with Maferima Touré-Tillery (Northwestern University)
 PolyU
10:30–10:45 am
Break
 —
10:45–11:30 am
Presentation 3
Vincent Chi Wong
“How Everyday Product Interactions Shape Social Decision Making”
joint with Sarah Mengmeng Zhao (The Chinese University of Hong Kong) and Ponny Zeming Ren (City University of Hong Kong)
 CityU
11:30 am–12:15 pm
Presentation 4
Jin Kim
“People Think They Deserve Rewards for AI’s Work”
joint with Veronika Izmaylova (University of Chicago) and Corey Cusimano (Yale School of Management)
 CUHK
12:15–2:15 pm
Lunch
 —
2:15–3:00 pm
 Keynote
Manoj Thomas
 Cornell
3:00–3:45 pm
Presentation 6
Qing Tang
“Embracing the Inner Child: How Kidulting Consumption Signals Authenticity and Enhances Personal Branding Effectiveness”
joint with Zheng (Nico) Liao (Nanyang Technological University) and Lijun (Shirley) Zhang (University of Leeds)
 HKBU
3:45–4:00 pm
Break
 —
4:00–4:45 pm
Presentation 7
Suntong (Stone) Qi
“The Impatience Gap: When Consumers Are More Impatient with Mediums Than with Products”
joint with Xue Wang (Business School, Beijing Normal University) and Xianchi Dai (The Chinese University of Hong Kong)
 Lingnan
4:45–5:30 pm
Presentation 8
Han Young Jung
“The Peril of Cryptocurrency: Accepting Cryptocurrency as a Payment Method Undermines Brand Evaluation”
joint with Shih-Chun (Daniel) Chin (National Taiwan University), Sarah Lim (University of Illinois at Urbana-Champaign), and Kathleen Vohs (University of Minnesota)
 HKUST