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. He has been a visiting scholar at Cambridge University and National University of Singapore. Dr. Chen obtained his Ph.D. degree from the University of Hong Kong, where he received the Li Ka Shing Prizes for the Best PhD Theses. His research interests include anthropomorphism, and the impacts of emerging technology (e.g., AI and robotics) on consumer behavior and services marketing. His research has been published in leading academic journals, including Academy of Management Journal, Current Opinion in Psychology, Journal of Advertising Research, Journal of Consumer Psychology, Journal of Consumer Research, and Journal of the Academy of Marketing Science. Dr. Chen has received prestigious research awards, including Faculty Performance Award for Outstanding Young Researcher, and has won multiple research grants, such as the Hong Kong SAR Research Grants Council GRF/ECS fund. Dr. Chen has true passion in teaching and educating students. He was selected as the sole awardee of the HKBU President’s Award for Outstanding Performance in Early Career Teaching in 2019. Besides, He supervised a team of HKBU students who won the World’s Best Top10 Case from World Asian Case Competition, and was named the Best Advisor of the Year. Dr. Chen has been invited to present his research in universities and academic conferences, and deliver speeches in various business events, such as the 2021 Weibo Starlight Forum.

Anthropomorphism in Marketing, AI and Service, Emerging Technology and Consumer Behavior.