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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. 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.

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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Collaborations and top research areas from the last five years

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