Tak Zhongqiang HUANG
Prof. Tak Zhongqiang HUANG
市场学
Associate Professor
MScMktg Programme Director

3917 1612

KK 702

Academic & Professional Qualification
  • PhD: The Chinese University of Hong Kong
  • MPhil: The Chinese University of Hong Kong
  • Bachelor: Sun Yat-Sen University
Biography

Zhongqiang (Tak) Huang joined the University of Hong Kong in 2017. He is generally interested in the effects of the emotions and feelings that individuals happen to be experiencing at the time they make a product decision on the nature of this decision.

Research Interest
  • Emotions and feelings about different points in time (e.g., nostalgia, death anxiety)
  • Mortality salience and consumer behavior
  • Metacognitive processes in consumer behavior
  • Variety-seeking behavior
Selected Publications
  • Fan, Linying (Sophie), Zhongqiang (Tak) Huang, Xing-Yu (Marcos) Chu, and Yuwei Jiang (2024), “Stick to My Guns: The Impact of Crowding on Consumers’ Responsiveness to Sale Promotions,” Journal of the Academy of Marketing Science, 52, 914–33.
  • Liang, Yitian (Sky), Zhongqiang (Tak) Huang, and Lei Su (2023), “Too Time-Crunched to Seek Variety: The Influence of Parenting Motivation on Consumer Variety Seeking,” Journal of Marketing Research, 60(4), 812–33. (Equal Authorship)
  • Tang, Yangyi (Eric), Zhongqiang (Tak) Huang, and Lei Su (2023), “The Influence of Event-Time (vs. Clock-Time) Scheduling Style on Satiation,” Journal of Consumer Psychology, 33(1), 123-32. (Equal Authorship)
  • Yin, Yunlu and Zhongqiang (Tak) Huang (2022), “Social-Jetlagged Consumers and Decreased Conspicuous Consumption,” Journal of Consumer Research, 49(4), 616–33. (Equal Authorship)
  • Huang, Zhongqiang (Tak), Yitian (Sky) Liang, Charles B. Weinberg, and Gerald J. Gorn (2019), “The Sleepy Consumer and Variety Seeking,” Journal of Marketing Research, 56 (2), 179-96.
  • Huang, Zhongqiang (Tak), Xun (Irene) Huang, and Yuwei Jiang (2018), “The Impact of Death-Related Media Information on Consumer Value Orientation and Scope Sensitivity,” Journal of Marketing Research, 55 (3), 432-45. (Equal Authorship)
  • Huang, Xun (Irene), Zhongqiang (Tak) Huang, and Robert S. Wyer, Jr. (2018), “The Influence of Social Crowding on Brand Attachment,” Journal of Consumer Research, 44 (5), 1068-84.
  • Huang, Xun (Irene), Zhongqiang (Tak) Huang, and Robert S. Wyer, Jr. (2016), “Slowing Down in the Good Old Days: The Effect of Nostalgia on Consumer Patience,” Journal of Consumer Research, 43 (3), 372-87.
  • Huang, Zhongqiang (Tak) and Jessica Y. Y. Kwong (2016), “Illusion of Variety: Lower Readability Enhances Perceived Variety,” International Journal of Research in Marketing, 33 (3), 674-87.
  • Huang, Zhongqiang (Tak) and Robert S. Wyer, Jr. (2015), “Diverging Effects of Mortality Salience on Variety Seeking: The Different Roles of Death Anxiety and Semantic Concept Activation,” Journal of Experimental Social Psychology, 58, 112-23.
Recent Publications
事件时间(相比时钟时间)规划方式对满足感的影响

消费者经常需要规划不同的活动。采用时钟时间作规划方式的消费者会根据外部时间线索(例如时钟)决定何时从一项活动过渡到下一项活动,而采用事件时间作规划方式的消费者倾向于执行每项活动,直到他们内心觉得活动已完成。是项研究指出消费者的日程规划方式(时钟时间方式对比事件时间方式)会影响他们对重复消费的满足感。四项涉及不同领域(如音乐、艺术品、食物)的实际消费研究发现,采用事件时间作规划方式比采用时钟时间作规划方式会更快令消费者在重复消费中感到厌倦,因为采用事件时间规划方式的消费者更关注自我感受。研究结果进一步显示,当消费者分神或得悉其他影响消费刺激的线索时,会减弱日程规划方式在重复消费方面所带来的厌倦感。