All Stories

  1. The Effects of Products’ Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency

    Article • Journal of Marketing, January 2017, SAGE Publications

    Dr Haipeng Chen

  2. Choosing to Choose: The Effects of Decoys and Prior Choice on Deferral

    Article • Management Science, September 2016, INFORMS

    Dr Haipeng Chen