Faculty Members

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Prof. Candy KY HO

Associate Professor
Director, MSc in Entrepreneurship and Global Marketing Programme
Marketing Discipline
Department of Management, Marketing and Information Systems

candyho@hkbu.edu.hk
3411 2149
WLB 508
https://orcid.org/0000-0003-3089-4650
Candy K Y HO public CV
View Scopus Profile

Candy K. Y. Ho is an associate professor at the Department of Management, Marketing, and Information Systems (MMIS), School of Business, Hong Kong Baptist University (HKBU). Her research focuses on consumer psychology, services marketing, sustainability and consumer well-being, and consumer interactions with technology.  Her research work has been published in journals such as Journal of Marketing Research, Journal of Consumer Psychology, MIS Quarterly, and Information and Management.

  • Consumer Psychology
  • Services Marketing
  • Sustainability and Consumer Well-being
  • Consumer Interaction with Technology

Undergraduate Studies:

  • The World of Business and Entrepreneurship 
  • Marketing Management

Taught Postgraduate Studies:

  • Seminar in Entrepreneurial Leadership
  • Seminar in Contemporary Marketing Issues in Creative Economies

Research Postgraduate Studies:

  • Ph.D. Supervision

Ph.D., Marketing (The Chinese University of Hong Kong), 2009

M.Phil., Business (The University of Hong Kong), 2004

B.B.A. (Accounting and Finance) (The University of Hong Kong), 1999

Following AI or Humans? The Effect of Perceived Similarity on Judges’ Advice Utilization in Ethical Decisions

Liang, S., Ke, W. &Ho, C. K. Y.,28 Jun 2025,The 18th China Summer Workshop on Information Management, CSWIM 2025 - Proceedings.CSWIM Organization,p. 181-1866 p.
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Effect of Levy Framing on Reducing Plastic Bag Consumption

Liang, S. &Ho, C. K. Y.,11 Dec 2024.
Research output : Contribution to conference › Conference paper › peer-review

Effects of Temporal Features and Product Image Zooming in Online Time Scarcity Deals: A Construal Fit Account

Ho, C. K. Y., Kuan, K., Liang, S. & Ke, W.,Nov 2024,In:Information and Management.61,7,15 p., 104019.
Research output : Contribution to journal › Journal article › peer-review

Encouraging Visitor Engagement with Artifacts by Post-visit Engagement or Pre-visit Engagement Activities? An Exploratory Study of the Role of Need for Closure

Zhang, T. J., Siu, N. Y. M. &Ho, C. K. Y.,3 Jul 2024,Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit.Strong, C., Bosangit, C., Koenig-Lewis, N., Lee, Z., Moldes Andres, O. & Rosier, E. (eds.).Academy of Marketing,1 p.146
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Effects of Device Type and Product Type on Perceived Credibility of Online Fake Reviews

YUAN, J.,HO, C. K. Y.& KE, W.,12 May 2024.
Research output : Contribution to conference › Conference paper › peer-review

How the Advancement of Artificial Intelligence Promotes Morality

LIANG, S. &HO, C. K. Y.,11 May 2024.
Research output : Contribution to conference › Conference abstract › peer-review

Effect of Levy Framing on Reducing Plastic Bag Consumption

Ho, C. K. Y.& Liang, S.,Sept 2023.3 p.
Research output : Contribution to conference › Conference abstract › peer-review

A Study of the Sequence Effect of Engagement in Museum Visits

Siu, N. Y. M.,Ho, C. K. Y.,Zhang, J.,Kwan, H. Y.& Yeung, R. S. P.,May 2021.
Research output : Contribution to conference › Conference paper › peer-review

Separate versus joint evaluation: The roles of evaluation mode and construal level in technology adoption

Ho, C. K. Y., Ke, W., Liu, H. & Chau, P. Y. K.,Jun 2020,In:MIS Quarterly.44,2,p. 725-74622 p.
Research output : Contribution to journal › Journal article › peer-review

Toward a Process-Transfer Model of the Endorser Effect

Wong, V. C., Fock, H. &Ho, C. K. Y.,1 Jun 2020,In:Journal of Marketing Research.57,3,p. 565-58117 p.
Research output : Contribution to journal › Journal article › peer-review

Arts Consumption, Customer Satisfaction and Personal Well-Being: A Study of Performing Arts in Hong Kong

Siu, N. Y. M.,Kwan, H. Y.,Zhang, T. J. F.&Ho, C. K. Y.,14 Mar 2016,In:Journal of International Consumer Marketing.28,2,p. 77-9115 p.
Research output : Contribution to journal › Journal article › peer-review

Temporal features and consumer evaluations of group-buying: The effects of product image zooming

Ho, C. K. Y., Kuan, K. & Chau, P. Y. K.,5 Jul 2015,PACIS 2015 Proceedings.Association for Information Systems,13 p.(Pacific Asia Conference on Information Systems).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Choice decision of e-learning system: Implications from construal level theory

Ho, C. K. Y., Ke, W. & Liu, H.,Mar 2015,In:Information and Management.52,2,p. 160-16910 p.
Research output : Contribution to journal › Journal article › peer-review

The mediating role of needs satisfaction on cultural consumption: Implications from arts performance

Siu, Y. M. N.,Zhang, J.,Ho, K. Y.&Kwan, H. Y.,Jul 2014.
Research output : Contribution to conference › Conference paper

Using mental simulation to manage consumer waits for services

Ho, K. Y.& Kwong, J. Y. Y.,Jun 2014.
Research output : Contribution to conference › Conference paper

Local-relevant cause-related marketing reduces piracy consumption in foreign markets

Tang, F.,Ho, K. Y.& Cheng, Y. Y.,Jun 2014.
Research output : Contribution to conference › Conference paper

E-Learning System Implementation: Implications from the Construal Level Theory

Ho, C. K. Y., Ke, W. & Liu, H.,18 Jun 2013,PACIS 2013 Proceedings.Association for Information Systems,12 p.243. (Pacific Asia Conference on Information Systems).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

The effects of counterfactual thoughts on creative generation and analytical problem solving

Kwong, J. Y. Y. &Ho, K. Y.,May 2013.
Research output : Contribution to conference › Conference paper

Cultural consumption and consumer well-being: Implications from the self-determination theory

SIU, N. Y. M.,ZHANG, J.,HO, C. K. Y.&KWAN, H. Y.,2013,Proceedings - 2013 5th International Conference on Service Science and Innovation, ICSSI 2013.IEEE Computer Society,p. 1-44 p.6599353. (Proceedings - 2013 5th International Conference on Service Science and Innovation, ICSSI 2013).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Formulating donation appeals for global fundraising programs: The beneficiary identification effect

Li, C.,Ho, K. Y., Tsui, H. C. Y. & Cheng, Y. Y.,Dec 2012.
Research output : Contribution to conference › Conference paper

How corporate social responsibility (SCR) initiatives combat counterfeit consumption: A social identity perspective

Ho, K. Y.& Tang, F. T.,Jun 2011.
Research output : Contribution to conference › Conference paper

The role of brand construal and affect valence in comparative advertising

Ho, Y. &Ho, C. K. Y.,Jun 2011.
Research output : Contribution to conference › Conference paper

The effects of process-focused and outcome-focused counterfactuals on response to negative experiences

Kwong, J. Y. Y. &Ho, K. Y.,May 2011.
Research output : Contribution to conference › Conference paper

The role of computational ease on the decision to spend loyalty program points

Kwong, J. Y. Y., Soman, D. &Ho, C. K. Y.,Apr 2011,In:Journal of Consumer Psychology.21,2,p. 146-15611 p.
Research output : Contribution to journal › Journal article › peer-review

Prior relationships and consumer responses to service failures: A cross-cultural study

Hui, M. K.,Ho, C. K. Y.& Wan, L. C.,2011,In:Journal of International Marketing.19,1,p. 59-8123 p.
Research output : Contribution to journal › Journal article › peer-review

Promoting the effective use of counterfactual generation to tackle negative consumption

Ho, K. Y.& Kwong, J. Y. Y.,Oct 2010,Think big: Big ideas, big findings.Association for Consumer Research,p. 489-4891 p.
Research output : Chapter in book/report/conference proceeding › Conference proceeding

Examining the paradoxical effects of counterfactual generation in negative consumption

Ho, K. Y.& Kwong, Y. Y. J.,Oct 2010,In:Advances in Consumer Research.37,p. 587-5882 p.
Research output : Contribution to journal › Journal article

Developing Consumer-Based Service Brand Equity via the Internet: The Role of Personalization and Trialability

Chau, P. Y. K. &Ho, C. K. Y.,Sept 2008,In:Journal of Organizational Computing and Electronic Commerce.18,3,p. 197-22327 p.
Research output : Contribution to journal › Journal article › peer-review

Exploring the Effect of Existential Threat Posed by Artificial Intelligence on Promoting Moral Consumer Behavior
Principal Investigator; HKD$616,900; General Research Fund (GRF) for 2024/25, Research Grants Council (RGC), HKSAR Government

 

Penalty or Cost? Effect of Levy Framing on Reducing Plastic Bag Consumption

Principal Investigator; HKD$348,193; General Research Fund (GRF) for 2021/22, Research Grants Council (RGC), HKSAR Government

 

The Subjective Experience of Process and Outcome Mental Simulations: The Role of Subjective Vitality

Principal Investigator; HKD$434,040; General Research Fund (GRF) for 2016/17, Research Grants Council (RGC), HKSAR Government

 

Shaping Arts Development and Education in Facilitating the Role of Hong Kong as a Cultural Hub of the Region

Co-Investigator; Public Policy Research (PPR) for 2015/16, Policy Innovation and Co-ordination Office (PICO), HKSAR Government

 

 

 

HKBU President's Award for Outstanding Performance in Teaching 2014 (Sole Awardee)

 

HKBU School of Business Award for Outstanding Performance in Teaching 2014