Projects per year
Personal profile
Chinese Name
Biography
Dr. Rocky Peng Chen is Associate Professor of Marketing at the School of Business, Hong Kong Baptist University and Honorary Research Associate, University of Hong Kong. Before joining Hong Kong Baptist University, he has been a visiting scholar at Cambridge University, and received his Ph.D. from the University of Hong Kong in 2015. His research interests include the effects of brand and robot anthropomorphism, and the impacts of emerging technology (e.g., AI and Robot) on consumer behavior and services. His research has been published in leading academic journals, including Journal of Consumer Research, Academy of Management Journal, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Advertising Research, and Current Opinion in Psychology. Dr. Chen has received prestigious research awards, including Faculty Performance Award in Recognition of Performance as Outstanding Young Researcher from HKBU and Li Ka Shing Prizes for the Best PhD Theses from HKU. He has won several research competitive grants such as the Hong Kong SAR Research Grants Council GRF/ECS fund. Dr. Chen has true passion in teaching, and he was the sole awardee of the HKBU President’s Award for Outstanding Performance in Early Career Teaching in 2019. Besides, Dr. Chen has led a team of HKBU students to win the World’s Best Top10 Case from World Asian Case Competition in 2022. He was named the Best Advisor of the Year in this event. Dr. Chen has been invited to deliver keynote speech in the 2021 Weibo Starlight Forum, and present his research in various universities and academic conferences, including Nanyang Technological University, City University of Hong Kong, Hong Kong Polytechnic University, Peking University, Association for Consumer Research North American Conference, Annual Conference of the European Marketing Academy, George Washington Inaugural Conference on the Intelligence of Things and AI, and American Marketing Association's Summer Conference.
Research Interests
Anthropomorphism in Marketing, AI and Service, Emerging Technology and Consumer Behavior.
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
Fingerprint
- 1 Similar Scholars
Network
-
Your New Colleague is a Robot! The Influence of Anthropomorphized Service Robot on Employees’ Service Performance and Consumers’ Satisfaction
1/07/19 → 31/12/22
Project: Research project
Research Output
- 8 Article
-
Fast or Slow: How Temporal Work Design Shapes Experienced Passage of Time and Job Performance
Zhao, H. H., Deng, H., Chen, R. P., Parker, S. K. & Zhang, W., 1 Dec 2022, In: Academy of Management Journal. 65, 6, p. 2014–2033 20 p.Research output: Contribution to journal › Article › peer-review
-
Anthropomorphism and object attachment
Wan, E. W. & Chen, R. P., Jun 2021, In: Current Opinion in Psychology. 39, p. 88-93 6 p.Research output: Contribution to journal › Article › peer-review
14 Citations (Scopus) -
When Sadness Comes Alive, Will It Be Less Painful? The Effects of Anthropomorphic Thinking on Sadness Regulation and Consumption
Chen, F., CHEN, R. P. & Yang, L., 1 Apr 2020, In: Journal of Consumer Psychology. 30, 2, p. 277-295 19 p.Research output: Contribution to journal › Article › peer-review
11 Citations (Scopus) -
How Consumers in China Perceive Brands In Online and Offline Encounters: A Framework For Brand Perception
Chan, T. H. Y., Chen, R. P. & Tse, C. H., 1 Mar 2018, In: Journal of Advertising Research. 58, 1, p. 90-110 21 p.Research output: Contribution to journal › Article › peer-review
4 Citations (Scopus) -
Judging a book by its cover? The effect of anthropomorphism on product attribute processing and consumer preference
Wan, E. W., CHEN, R. P. & Jin, L., 2017, In: Journal of Consumer Research. 43, 6, p. 1008-1030 23 p.Research output: Contribution to journal › Article › peer-review
74 Citations (Scopus)