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Personal profile

Chinese Name



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):

  • SDG 10 - Reduced Inequalities
  • SDG 12 - Responsible Consumption and Production


Dive into the research topics where Rocky Peng CHEN is active. Topic labels come from the works of this scholar.
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