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Dr. Tak Zhongqiang HUANG

Marketing

Assistant Professor

3917 1612
Dr. Tak Zhongqiang HUANG

Academic and Professional Qualifications

  • PhD: The Chinese University of Hong Kong
  • MPhil: The Chinese University of Hong Kong
  • Bachelor: Sun Yat-Sen University

Brief 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 interests

  • 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

Publications

  • 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), 381-87.
  • 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.

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