Dr Kevin ZENG (曾靖博士)
PhD (HKUST)
MPhil (HKUST)
BSc (HKUST)

Assistant Professor
Department of Marketing

Tel : (852) 3963 5659


Dr Zeng received his doctoral degree from the Hong Kong University of Science and Technology. His research interests include consumer psychology in cross-cultural contexts, online word-of-mouth, green marketing, and judgment and decision making. He teaches courses such as Marketing Research, Consumer Behavior, and Marketing in China.??


Research and Teaching InterestsIntellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)Research Grants and Awards
TopResearch and Teaching Interests
  • Cross-cultural consumer behavior
  • Online word-of-mouth
  • Green marketing
  • Judgment and decision making
TopIntellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)
  • Google Scholar: https://scholar.google.com.hk/citations?hl=en&user=DJ83fmIAAAAJ
Selected Publications
  • Yang, M. X., Yu, I. Y., Chan, H. and Zeng, K. J. (2020). Retain or upgrade: The progress-framing effect in hierarchical loyalty programs. International Journal of Hospitality Management, 89, 102562.
  • Song, M., Yang, M. X., Zeng, K. J. and Feng, W. (2020). Green knowledge sharing, stakeholder pressure, absorptive capacity, and green innovation: Evidence from Chinese manufacturing firms. Business Strategy and the Environment, 29(3), 1517-1531.
  • Zeng, K. J., Yu, Y., Song, M., Yang, X., & Li, J. (2019). Prosocial individual values and collective action: Does the societal culture matter? Social Behavior and Personality, 47(5), 1-9.
  • Yik, M., Wong, K. F. E., & Zeng, K. J. (2019). Anchoring-and-adjustment during affect inferences. Frontiers in Psychology, 9, 2567.
Selected Conference Presentations
  • Chan, H., Zeng, K. J., & Yang, M. X. (2020, August). “The interaction of culture and forum design in online reviews”, American Marketing Association (AMA) Conference, San Francisco, USA.
  • Chan, H., Zeng, K. J., & Yuen, W. Y. (2018, December). “Opinion leadership in product review forums,” Australian & New Zealand Marketing Academy (ANZMAC) Conference, Adelaide, Australia.
  • Yang, M. X., Zeng, J., Yu, Y. (2018, July). “Motivation from reward cards design: Left-to-right or right-to-left?”, 6th Annual China Marketing International Conference, Shanghai, China.
  • Yang, M. X., Chan, H., & Zeng, J. (2018, June). “Feedback framing in loyalty programs: A cross-cultural investigation”, Global Marketing Conference (GMC), Tokyo, Japan.
  • Yang, M. X., Zeng, J., Chan, H., & Yu, Y. (2017, August). “The communication strategy in rewards program innovation:?Reward pursuit sustainability from a regulatory fit perspective”, American Marketing Association (AMA) Conference, San Francisco, USA.
TopResearch Grants and Awards
  • The Polarizing Effects of Electronic Word-of-Mouth: Self-Promotion and Self-Protection Perspectives.?Faculty Development Scheme.?University Grants Committee. Hong Kong. Grant No. UGC/FDS14/B06/20. HK$ 448,195. 2021/01-2022/12.?PrincipalInvestigator.