BUS News

Dr. Lei Su, Assistant Professor of the Department of Marketing, won the Best Paper Award at the La Londe Conference 2017 – Marketing Communications and Consumer Behavior, an international research conference in Marketing. The conference was held from 30 May to 2 June and hosted by Aix Marseille Université in La Londe, France.

 

Co-authored with Prof. Echo Wen Wan from University of Hong Kong, and Dr. Yuwei Jiang from Hong Kong Polytechnic University, the award-winning paper titled “Product Aesthetics Preference among Excluded Consumers” takes an unconventional approach to study the relationship between social exclusion and product aesthetics which is often neglected.

 

The research findings suggested that consumers' social connection status will influence their preference for product aesthetic design. “The project studies consumer purchase behaviour from a novel angle by linking consumer psychology with visual design,” said Dr. Su. “I believe this helped us a lot in winning this award.