Faculty Members

prof-rocky-image1 prof-rocky-image1
Prof. Rocky Peng CHEN

Associate Professor 
Marketing Discipline 
Department of Management, Marketing and Information Systems 

rockychen@hkbu.edu.hk
3411 2515
WLB 503
https://orcid.org/0000-0001-9333-3047
Rocky Peng CHEN public CV
View Scopus Profile

Prof. 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 serves as Associate Director of the EMBA programme (Business+Communication in the AI Age) at Hong Kong Baptist University. He has been a visiting scholar at Cambridge University and National University of Singapore. Prof. 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 new technologies in marketing (e.g., robot, artificial agent and metaverse), anthropomorphism, branding, as well as psychology in consumption, service and workplace in general. His research has been published in leading academic journals, including Journal of Consumer Research, Academy of Management Journal, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Current Opinion in Psychology, and Journal of Advertising Research, among others. Dr. Chen has received prestigious research awards, including School of Business Award for Outstanding Research, and has won multiple research grants, such as the Hong Kong SAR Research Grants Council GRF/ECS fund. He currently serves as Associate Editor for Journal of Business Research, and reviews for premier journals in the fields of marketing, management, information systems, and psychology.

Prof. Chen has a genuine passion for teaching and mentoring students. He was the sole awardee of the University President’s Award for Outstanding Performance in Early Career Teaching in 2019. Besides, He supervised a team of students who won the World’s Best Top10 Case from World Asian Case Competition in 2022, and was named the Best Advisor of the Year. Prof. Chen is often invited to deliver talks at various universities, academic conferences, and business events.

  • New Technologies in Marketing (e.g., robot, artificial agent and metaverse);
  • Anthropomorphism and Consumer Behavior;
  • Branding;
  • Psychology in Consumption, Service, and Workplace.

  • Marketing Management
  • Consumer Behavior
  • Technology and Consumer Insights

  • PhD, HKU
  • Master of Economics, HKU
  • Bachelor of Management, SYSU

Pairing Up with Anthropomorphized Artificial Agents: Leveraging Employee Creativity in Service Encounters

Huang, L. L. (Co-first author), Chen, R. P. (Co-first author) & Chan, K. W. (Co-first author), Jul 2024, In: Journal of the Academy of Marketing Science. 52, 4, p. 955–975 21 p.
Research output: Contribution to journal › Journal article › peer-review

Fast or Slow: How Temporal Work Design Shapes Experienced Passage of Time and Job Performance

Zhao, H. H., Deng, H.,Chen, R. P., Parker, S. K. & Zhang, W., 1 Dec 2022, In:Academy of Management Journal.65,6,p. 2014–203320 p.
Research output : Contribution to journal › Journal article › peer-review

Anthropomorphism and object attachment

Wan, E. W. &Chen, R. P.,Jun 2021,In:Current Opinion in Psychology.39,p. 88-936 p.
Research output : Contribution to journal › Journal article › peer-review

When Sadness Comes Alive, Will It Be Less Painful? The Effects of Anthropomorphic Thinking on Sadness Regulation and Consumption

Chen, F.,Chen, R. P.& Yang, L.,1 Apr 2020,In:Journal of Consumer Psychology.30,2,p. 277-29519 p.
Research output : Contribution to journal › Journal article › peer-review

How Consumers in China Perceive Brands In Online and Offline Encounters: A Framework For Brand Perception

Chan, T. H. Y.,Chen, R. P.& Tse, C. H.,1 Mar 2018,In:Journal of Advertising Research.58,1,p. 90-11021 p.
Research output : Contribution to journal › Journal article › peer-review

Judging a book by its cover? The effect of anthropomorphism on product attribute processing and consumer preference

Wan, E. W.,Chen, R. P.& Jin, L.,Apr 2017,In:Journal of Consumer Research.43,6,p. 1008-103023 p.
Research output : Contribution to journal › Journal article › peer-review

The effect of social exclusion on consumer preference for anthropomorphized brands

Chen, R. P., Wan, E. W. & Levy, E.,1 Jan 2017,In:Journal of Consumer Psychology.27,1,p. 23-3412 p.
Research output : Contribution to journal › Journal article › peer-review

Hurting or helping? The effect of service agents' workplace ostracism on customer service perceptions

Wan, E. W.,Chan, W. K.&Chen, R. P.,Nov 2016,In:Journal of the Academy of Marketing Science.44,6,p. 746-76924 p.
Research output : Contribution to journal › Journal article › peer-review

Anthropomorphized helpers undermine autonomy and enjoyment in computer games

Kim, S.,Chen, R. P.& Zhang, K.,Aug 2016,In:Journal of Consumer Research.43,2,p. 282-30221 p.
Research output : Contribution to journal › Journal article › peer-review

Mimicking Brand Mascots: Understanding Consumer-Brand Interaction and Choice in the Metaverse

CHEN, R. P. (PI), 1/01/27 → 30/06/29
Project: Research project

Shopping with a Dislocated Mind: How Working from Home Influences Consumer Decision-Making

CHEN, R. P. (PI), 1/01/24 → 31/12/26
Project: Research project

Your New Colleague is a Robot! The Influence of Anthropomorphized Service Robot on Employees’ Service Performance and Consumers’ Satisfaction

CHEN, R. P. (PI), 1/07/19 → 31/12/22
Project: Research project

Try Fewer but Purchase More: The Influence of Anthropomorphism on Consumer Thinking Style and Decision Making

CHEN, R. P. (PI), 1/07/16 → 30/06/19 
Project: Research project

Best Advisor Award

CHEN, R. P.(Recipient),2022
Prize

World's Best Top10 Case Winners

CHEN, R. P.(Recipient),2022
Prize

School of Business Award for Outstanding Performance in Teaching

CHEN, R. P.(Recipient),2019
Prize : Award

President's Award for Outstanding Performance in Early Career Teaching (Sole Awardee)

CHEN, R. P.(Recipient),2019
Prize : Award

School of Business Award for Outstanding Performance in Research

CHEN, R. P.(Recipient),2017
Prize : Award

Beta Gama Sigma

CHEN, R. P.(Recipient),2016
Prize : Other distinction

Li Ka Shing Prize for the Best PhD Theses

CHEN, R. P.(Recipient),2016
Prize

University Postgraduate Fellowship

CHEN, R. P.(Recipient),2015
Prize : Other distinction

AMA-Sheth Doctoral Consortium Fellow, Northwestern University

CHEN, R. P.(Recipient),2014
Prize : Other distinction

Two Peas in a Pod: Customers Perceived Trait Transference between Anthropomorphized Artificial Agents and Employees in Service Teams

Huang, L.,Chan, K.&Chen, R. P.,May 2021,Proceedings of EMAC 2021.The European Marketing Academy
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Fast or Slow: How Temporal Work Design Shapes Time Perception and Job Performance

Zhao, H. H., Deng, H.,Chen, R.& Zhang, W.,1 Aug 2020,Academy of Management Proceedings 2020.Academy of Management, (Academy of Management Proceedings; vol. 2020, no. 1).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

How Anthropomorphized Service Toolkit Affects Service Coproduction Experience?

Chan, K.&Chen, R.,Jul 2020,p. 92-93.2 p.
Research output : Contribution to conference › Conference paper › peer-review

Anthropomorphized E-Service Toolkit and Consumer Satisfaction in Service Coproduction

Chen, R. P.&Chan, K. W.,5 Apr 2019.
Research output : Contribution to conference › Conference paper › peer-review

The influence of anthropomorphized service toolkit on consumer satisfaction in service coproduction (Abstract)

Chen, R. P.&Chan, K.,11 Oct 2018,ACR Dallas 2018: Trust in Doubt.Gershoff, A., Kozinets, R. & White, T. (eds.). Duluth:Association for Consumer Research,p. 9021 p.(Advances in Consumer Research; vol. 46).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

The Influence of Anthropomorphism on Choosing Multiple Products From an Assortment (Extended abstract)

Chen, R. P.& Wan, E. W.,26 Oct 2017,ACR 2017 San Diego - Proceedings.Gneezy, A., Griskevicius, V. & Williams, P. (eds.).Association for Consumer Research,p. 353-3553 p.(Advances in Consumer Research; vol. 45).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

When Sadness Comes Alive, Will It Be Less Painful? the Effects of Anthropomorphism on Sadness Regulation (Abstract)

Yang, L., Chen, F. &Chen, R. P.,26 Oct 2017,ACR 2017 San Diego - Proceedings.Gneezy, A., Griskevicius, V. & Williams, P. (eds.).Association for Consumer Research,p. 1068-10681 p.(Advances in Consumer Research; vol. 45).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

The Effect of Anthropomorphism on Consumer Preference (Extended abstract)

Wan, E. W.,Chen, R. P.& Jin, L.,1 Oct 2015,2015 Association for Consumer Research North American Conference Proceedings.Diehl, K. & Yoon, C. (eds.).Association for Consumer Research,p. 484-4852 p.(Advances in Consumer Research; vol. 43).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

The Influence of Anthropomorphism on Product Attributes Processing and Consumer Preference (Extended abstract)

Wan, E. W.,Chen, R. P.& Jin, L.,19 Jun 2015,Association for Consumer Research Asia-Pacific Annual Conference 2015 Proceedings.Wan, E. W. & Zhang, M. (eds.).Association for Consumer Research,p. 116-1172 p.(Asia-Pacific Advances in Consumer Research; vol. 11).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Does Workplace Ostracism Hurt Service Agents' Value Coproduction with Customers? A Differential Sources and Needs Explanation (Abstract)

Wan, E. W.,Chan, K. W.&Chen, R. P.,May 2015,European Marketing Academy Conference (EMAC) 2015: Collaboration in Research.Leuven, Belgium:The European Marketing Academy,p. 1441 p.(Proceedings of the European Marketing Academy).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

The Influence of Social Exclusion on Consumer Preference for Anthropomorphized Brands (Abstract)

Chen, R. P., Wan, E. W. & Levy, E.,May 2015,Proceedings of EMAC 2015: Collaboration in Research.Leuven, Belgium:The European Marketing Academy,p. 2211 p.
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Is She My New Friend? The Effect of Social Exclusion on Consumer Preference For Anthropomorphized Products (Extended abstract)

Chen, R. P., Wan, E. W. & Levy, E.,3 Oct 2013,2014 Association for Consumer Research North American Conference Proceedings.Botti, S. & Labroo, A. (eds.).Association for Consumer Research,p. 28-292 p.(Advances in Consumer Research; vol. 41).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Associate Editor, Journal of Business Research

Reviewer for academic journals in Marketing, Mangement, Information Systems, and Psychology, including:

Journal of Consumer Research

Information Systems Research

Journal of Consumer Psychology

International Journal of Research in Marketing

Journal of Retailing

Organizational Behavior and Human Decision Processes

Information & Management

Personality and Social Psychology Bulletin

Journal of Consumer Affairs

Prof. Chen's work has been covered by global media outlets such as Science Daily, Cambridge Network, and the World Advertising Research Center (WARC), as well as regional outlets including Sing Tao Daily, Wen Wei Po, Ta Kung Pao, and ViuTV in Hong Kong, and The Paper in mainland China. His keynote speech at the Weibo Starlight Forum has generated more than 580K views and a wide range of press coverage.