Hean Tat Keh 郭贤达
Caulfield East, Victoria, Australia
2K followers
500+ connections
About
I am a Professor and Head (Chair) of the Department of Marketing at Monash Business…
Articles by Hean Tat
Activity
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While it has been some time now, the memories of ANZMAC 2024 are still fresh on my mind. For me, the best part about the annual ANZMAC conference…
While it has been some time now, the memories of ANZMAC 2024 are still fresh on my mind. For me, the best part about the annual ANZMAC conference…
Liked by Hean Tat Keh 郭贤达
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BBC’s coverage of our research, with Kosuke Motoki & Charles Spence: “An AI started 'tasting' colours and shapes. That is more human than you might…
BBC’s coverage of our research, with Kosuke Motoki & Charles Spence: “An AI started 'tasting' colours and shapes. That is more human than you might…
Liked by Hean Tat Keh 郭贤达
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As people rush to #airports for holiday travel, the #Australian #Government is proposing a crackdown on #airlines to protect #travellers when things…
As people rush to #airports for holiday travel, the #Australian #Government is proposing a crackdown on #airlines to protect #travellers when things…
Liked by Hean Tat Keh 郭贤达
Experience
Education
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University of Washington
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1998 American Marketing Association Doctoral Consortium Fellow.
Outstanding Teaching Award, Ph.D. program.
Bertauche Transportation Endowed Fellowship.
Evert McCabe Endowed Fellowship.
George W. Tyler Endowed Scholarship. -
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Pioneering class of full-time MBA students at HKUST.
Asian Productivity Organization Essay Contest 1993, 2nd prize.
Hsin-Chong Education Fund Study Award.
Providence Foundation Scholarship. -
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When I studied there, the university was called the University of East Asia. It was renamed the University of Macau in 1991.
Received full scholarship from the university for my undergraduate studies.
Publications
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Gimmicky or Effective? The Effects of Imaginative Displays on Customers’ Purchase Behavior
Journal of Marketing
Prior research indicates the strategic importance of the store environment in enhancing customers’ shopping experience and their purchase decisions. This article examines the effects of imaginative displays on customers’ purchase behavior. An imaginative display is constructed using multiple units of the same product in a novel or innovative yet aesthetically appealing form, which could be themed (i.e., has a particular shape mimicking an object) or unthemed. Six studies in both lab and field…
Prior research indicates the strategic importance of the store environment in enhancing customers’ shopping experience and their purchase decisions. This article examines the effects of imaginative displays on customers’ purchase behavior. An imaginative display is constructed using multiple units of the same product in a novel or innovative yet aesthetically appealing form, which could be themed (i.e., has a particular shape mimicking an object) or unthemed. Six studies in both lab and field settings show that, relative to standard displays (i.e., non-novel and neutral aesthetics), imaginative displays can increase customers’ purchase behavior and intentions. Importantly, for themed imaginative displays, these effects work through the dual mechanisms of affect-based arousal and cognition-based inferred benefits, which are contingent on congruence between display form and perceived product benefit. Findings from this research not only contribute to the literature on in-store display and store atmospherics, but also have significant practical implications for retailers. Specifically, while imaginative displays may appear gimmicky, they can favorably influence customers’ purchase behavior and increase product sales at relatively low costs.
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Assimilating and Differentiating: The Curvilinear Effect of Social Class on Green Consumption
Journal of Consumer Research
Building on optimal distinctiveness theory, this research examines the effects of social class on green consumption. Across six studies, we find a curvilinear effect of social class on green consumption, with the middle class having greater propensity for green consumption compared to the lower and upper classes. This effect can be explained by tension between need for assimilation (NFA) and need for differentiation (NFD) that varies among the three social classes in establishing their…
Building on optimal distinctiveness theory, this research examines the effects of social class on green consumption. Across six studies, we find a curvilinear effect of social class on green consumption, with the middle class having greater propensity for green consumption compared to the lower and upper classes. This effect can be explained by tension between need for assimilation (NFA) and need for differentiation (NFD) that varies among the three social classes in establishing their optimally distinctive identities. The lower class has a dominant NFA, the upper class has a dominant NFD, and the middle class has dual motivation for assimilation and differentiation. Concomitantly, green consumption has the dual function of assimilation and differentiation. The middle class perceives green consumption as simultaneously assimilating and differentiating, which satisfies their dual motivation and enhances their propensity for green consumption. By contrast, the lower class perceives the differentiation function of green consumption as contradicting their dominant NFA, and the upper class perceives the assimilation function as contradicting their dominant NFD, which lower both their propensities for green consumption. Furthermore, these effects are moderated by consumers’ power distance belief. These novel findings have significant theoretical and practical implications on building a more sustainable society.
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Powering Sustainable Consumption: The Roles of Green Consumption Values and Power Distance Belief
Journal of Business Ethics
As human consumption is one of the key contributors to environmental problems, it is increasingly urgent to promote sustainable consumption. Drawing on the agentic-communal model of power, this research explores how the psychological feeling of power influences consumers’ preference for green products. We show that low power increases consumers’ preference for green (vs. conventional) products compared to high power (Studies 1a and 1b). Importantly, we identify two factors moderating the main…
As human consumption is one of the key contributors to environmental problems, it is increasingly urgent to promote sustainable consumption. Drawing on the agentic-communal model of power, this research explores how the psychological feeling of power influences consumers’ preference for green products. We show that low power increases consumers’ preference for green (vs. conventional) products compared to high power (Studies 1a and 1b). Importantly, we identify two factors moderating the main effect of power on green consumption. Specifically, we find that the effect of power on green consumption is more salient among those with high green consumption values (Study 2). In addition, the effects of power are dynamic
as a function of power distance belief (PDB), such that low power (vs. high power) promotes green consumption in the low-PDB context while high power (vs. low power) promotes green consumption in the high-PDB context (Study 3). Taken together, these findings provide novel insights into understanding green consumption from the perspectives of social power, green values, and PDB. Besides contributing to the literature, the findings have significant implications for marketers and policy-makers in promoting green campaigns, bridging the attitude-behavior gap, and building a more sustainable society. -
Customer Perceptions of Frontline Employees’ Extra-Role Helping Behaviors
Journal of Services Marketing
Purpose – Frontline employees (FLEs) play a pivotal role in service delivery. Beyond their expected in-role behaviors, FLEs often have to perform extra-role behaviors such as providing additional help to customers. The purpose of this study is to investigate how customers’ power distance belief (PDB) influences their perceptions of FLEs’ warmth and competence when FLEs perform extra-role helping behaviors.
Design/methodology/approach – Four experiments were conducted to test the hypotheses…Purpose – Frontline employees (FLEs) play a pivotal role in service delivery. Beyond their expected in-role behaviors, FLEs often have to perform extra-role behaviors such as providing additional help to customers. The purpose of this study is to investigate how customers’ power distance belief (PDB) influences their perceptions of FLEs’ warmth and competence when FLEs perform extra-role helping behaviors.
Design/methodology/approach – Four experiments were conducted to test the hypotheses. The first three experiments used a one factor two-level (PDB: low vs high) between-participants design. The fourth one used a 2 (PDB: low vs high) x 2 (firm reputation: low vs high) between participants design.
Findings – The results indicate that, compared to high-PDB customers, low-PDB customers perceive greater warmth in FLEs’ extra-role helping behaviors but no significant difference in FLEs’ perceived competence. Importantly, these effects are mediated by customer gratitude. Moreover, these effects are moderated by firm reputation such that customers’ perceptions of FLEs’ warmth and competence are both enhanced when the firm has a favorable reputation.
Originality/value – To the best of the authors’ knowledge, the study is the first to identify the differential effects of PDB on customer perceptions of FLEs’ warmth and competence in the context of FLEs’ extra-role helping behaviors and to reveal the mediating role of gratitude. These findings contribute to the literatures on FLEs’ extra-role behaviors and social perceptions of both warmth and competence. -
The Road to Consumer Forgiveness is Paved with Money or Apology? The Roles of Empathy and Power in Service Recovery
Journal of Business Research
Following service failure, there are two main forms of recovery—economic recovery and emotional recovery. Nonetheless, prior research has not examined the differential effects of these two forms of service recovery on consumer forgiveness nor their underlying mechanisms. The authors propose that the efficacy of each recovery strategy is mediated by consumer empathy toward the firm, which is neglected in service research. The main effect is moderated by consumers’ power state, particularly their…
Following service failure, there are two main forms of recovery—economic recovery and emotional recovery. Nonetheless, prior research has not examined the differential effects of these two forms of service recovery on consumer forgiveness nor their underlying mechanisms. The authors propose that the efficacy of each recovery strategy is mediated by consumer empathy toward the firm, which is neglected in service research. The main effect is moderated by consumers’ power state, particularly their perceived power against firms. Results of four studies in two countries (i.e., a field experiment, a lab experiment, and two online experiments) show that emotional recovery, compared to economic recovery, is more effective at eliciting both consumer empathy and forgiveness toward the firm. In addition, high-power consumers exhibit forgiveness through the serial mediation effects of perceived fairness and empathy, while low-power consumers show forgiveness through empathy alone. These findings have significant theoretical and practical implications.
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Touch vs. Click: How Computer Interfaces Polarize Consumers’ Evaluations
Marketing Letters
Increasingly powerful computer technologies have enabled the development and widespread growth of touchscreen devices such as computers, tablets, and smartphones in consumers’ daily lives, including online shopping. Nonetheless, it is not clear to what extent and how direct-touch (i.e., finger) vs. indirect-touch (e.g., mouse click or stylus) interfaces have differential effects on consumers’ evaluations toward the object on the screen. Results from a lab experiment and a field study indicate…
Increasingly powerful computer technologies have enabled the development and widespread growth of touchscreen devices such as computers, tablets, and smartphones in consumers’ daily lives, including online shopping. Nonetheless, it is not clear to what extent and how direct-touch (i.e., finger) vs. indirect-touch (e.g., mouse click or stylus) interfaces have differential effects on consumers’ evaluations toward the object on the screen. Results from a lab experiment and a field study indicate that a direct-touch (vs. indirect-touch) interface has a polarizing effect on consumer evaluations. For an object about which consumers have a prior positive attitude, a direct-touch interface enhances consumer evaluations; for an object about which consumers have a prior negative attitude, a direct-touch interface lowers consumer evaluations.We find that consumers’ visual information processing style can moderate the polarizing effect. In addition, the polarizing effect can be explained by consumers’ vividness perception. These findings make useful contributions to the literature on haptic effects and human-computer interactions, as well as have significant managerial implications.
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Culturally Polite Communication: Enhancing the Effectiveness of the Localization Strategy
Journal of Cross-Cultural Psychology
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Consumer Responses to High Service Attentiveness: A Cross-Cultural Examination
Journal of International Marketing
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Shaping Consumer Preference Using Alignable Attributes: The Roles of Regulatory Orientation and Construal Level
International Journal of Research in Marketing
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Event-Marketing and Advertising Expenditures: The Differential Effects on Brand Value and Company Revenue
Journal of Advertising Research
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Consumer Reliance on Intangible versus Tangible Attributes in Service Evaluation: The Role of Construal Level
Journal of the Academy of Marketing Science
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Taming the Blame Game: Using Promotion Programs to Counter Product-Harm Crises
Journal of Advertising
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Other-Serving Bias in Advice-Taking: When Advisors Receive More Credit than Blame
Organizational Behavior and Human Decision Processes
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Consumer Preference for Variety in Product Bundles: The Moderating Role of Evaluation Mode
International Journal of Research in Marketing
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The Effect of Attribute Alignability on Service Evaluation: The Moderating Role of Uncertainty
Journal of Consumer Research
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How Do Price Fairness Perceptions Differ Across Culture?
Journal of Marketing Research
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The Effects of Entrepreneurial Orientation and Marketing Information on the Performance of SMEs
Journal of Business Venturing
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Efficiency, Effectiveness and Productivity of Marketing in Services
European Journal of Operational Research
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The Effects of R&D and Advertising on Firm Value: An Examination of Manufacturing and Non-Manufacturing Firms
IEEE Transactions on Engineering Management
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Retail Productivity and Scale Economies at the Firm Level: A DEA Approach
Omega: The International Journal of Management Science
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Opportunity Evaluation under Risky Conditions: The Cognitive Processes of Entrepreneurs
Entrepreneurship Theory and Practice
Honors & Awards
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ANZMAC Distinguished Marketing Researcher Award
Australia & New Zealand Marketing Academy
The ANZMAC Distinguished Marketing Researcher Award is presented to the person judged to have made the most significant contribution to advancing our knowledge and understanding of Marketing through her or his research.
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ANZMAC Distinguished Marketing Educator Award
Australia & New Zealand Marketing Academy
The ANZMAC Distinguished Marketing Educator Award is presented to the person judged to have demonstrated sustained excellence and high-level contributions to marketing education.
https://www.monash.edu/business/news-and-events/2018/monash-business-schools-department-of-marketing-shines-at-2018-anzmac-awards/ -
Academic Excellence award
Department of Marketing, Faculty of Business and Economics, Monash University
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Dean’s Award for Teaching Excellence
Faculty of Business and Economics, Monash University
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Third prize for the Humanities and Social Sciences, Seventh Tertiary Institutions Scientific Research Awards for Outstanding Achievements
Ministry of Education, People’s Republic of China
Languages
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English
Full professional proficiency
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Chinese
Native or bilingual proficiency
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Cantonese
Professional working proficiency
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Hokkien
Native or bilingual proficiency
Recommendations received
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LinkedIn User
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LinkedIn User
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🌿 Attended the PRAISE Summit last week and gained valuable sustainability insights from both academics and practitioners. Aso. Prof Liem Ngo from…
🌿 Attended the PRAISE Summit last week and gained valuable sustainability insights from both academics and practitioners. Aso. Prof Liem Ngo from…
Liked by Hean Tat Keh 郭贤达
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✨ 2024 was an incredible year filled with unforgettable experiences. Some of the highlights include: In July, I presented my first PhD paper at…
✨ 2024 was an incredible year filled with unforgettable experiences. Some of the highlights include: In July, I presented my first PhD paper at…
Liked by Hean Tat Keh 郭贤达
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𝐒𝐨𝐦𝐞𝐭𝐢𝐦𝐞𝐬 𝐭𝐡𝐞 𝐖𝐚𝐲 𝐭𝐨 𝐇𝐞𝐚𝐯𝐞𝐧 𝐢𝐬 𝐚 𝐇𝐢𝐠𝐡𝐰𝐚𝐲 𝐭𝐨 𝐇𝐞𝐥𝐥! I am ready to get started in the toughest winter duathlon…
𝐒𝐨𝐦𝐞𝐭𝐢𝐦𝐞𝐬 𝐭𝐡𝐞 𝐖𝐚𝐲 𝐭𝐨 𝐇𝐞𝐚𝐯𝐞𝐧 𝐢𝐬 𝐚 𝐇𝐢𝐠𝐡𝐰𝐚𝐲 𝐭𝐨 𝐇𝐞𝐥𝐥! I am ready to get started in the toughest winter duathlon…
Liked by Hean Tat Keh 郭贤达
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With Christmas around the corner and the cost-of-living crisis, prices are on everyone's mind. I had an interesting conversation with Australian…
With Christmas around the corner and the cost-of-living crisis, prices are on everyone's mind. I had an interesting conversation with Australian…
Liked by Hean Tat Keh 郭贤达
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Thank you, Min Ding (Bard Professor of Marketing at Smeal College of Business, Penn State University) for staying during your sabbatical at the…
Thank you, Min Ding (Bard Professor of Marketing at Smeal College of Business, Penn State University) for staying during your sabbatical at the…
Liked by Hean Tat Keh 郭贤达
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🎅Merry Christmas to everyone!🧑🎄🥳🎄🎄 Wishing all of you a joyful holiday season filled with love, laughter, and cherished moments with family…
🎅Merry Christmas to everyone!🧑🎄🥳🎄🎄 Wishing all of you a joyful holiday season filled with love, laughter, and cherished moments with family…
Liked by Hean Tat Keh 郭贤达
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As we wind down for the holidays, NYU Stern School of Business Marketing Department wishes you a peaceful and joyous transition to the new year. 🪅
As we wind down for the holidays, NYU Stern School of Business Marketing Department wishes you a peaceful and joyous transition to the new year. 🪅
Liked by Hean Tat Keh 郭贤达
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Part 1 - ANZMAC 2024 - Doctoral Colloquium 🙂 I would like to extend my heartfelt gratitude to Prof. Sameer Deshpande and Prof. Lin Yang for…
Part 1 - ANZMAC 2024 - Doctoral Colloquium 🙂 I would like to extend my heartfelt gratitude to Prof. Sameer Deshpande and Prof. Lin Yang for…
Liked by Hean Tat Keh 郭贤达
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Exciting News! The UofO now has an Olympic Studies Hub! We owe a huge debt of gratitude to Dr. Yoav Dubinsky who led the application process. He will…
Exciting News! The UofO now has an Olympic Studies Hub! We owe a huge debt of gratitude to Dr. Yoav Dubinsky who led the application process. He will…
Liked by Hean Tat Keh 郭贤达
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A Legacy of Marketing Excellence: Tetley 's #TajMahalTea with #Tabla player @Ustad Zakir Hussain Few campaigns manage to leave a lasting impression,…
A Legacy of Marketing Excellence: Tetley 's #TajMahalTea with #Tabla player @Ustad Zakir Hussain Few campaigns manage to leave a lasting impression,…
Liked by Hean Tat Keh 郭贤达
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Thanks Forbes Australia and Monash Corporate Education for this article highlighting insights from my recent CIMA funded research study on the role…
Thanks Forbes Australia and Monash Corporate Education for this article highlighting insights from my recent CIMA funded research study on the role…
Liked by Hean Tat Keh 郭贤达
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