Dr Jenhsien Hsu

Dr Jen-Hsien Hsu joined De Montfort University since 2016 and he is currently a senior lecturer in marketing (VC2020).  He obtained his PhD in marketing from Leeds University. His research interest is in the areas of consumer behaviors and decision-making 

The Centre for Enterprise and Innovation (CEI)

  Hsu, J.-H. and Omar, S. (in press). To Give or Not to Give: The Roles of Narcissistic Grandiosity and Narcissistic Vulnerability in Gift-Giving. Advance in Consumer Research

  Omar, S., Mohsen, K., Tsimonis, G., Oozeerally, A., & Hsu, J.-H. (2021). M-commerce: The nexus between mobile shopping service quality and loyalty. Journal of Retailing and Consumer Services, 60, 102468. doi:https://doi.org/10.1016/j.jretconser.2021.102468

  Bruzzone, A. G., Agresta, M., & Hsien Hsu, J. (2019). Word of Mouth, Viral Marketing and Open Data: A Large-Scale Simulation for Predicting Opinion Diffusion on Ethical Food Consumption, International Journal of Food Engineering (published online ahead of print), 20180139. doi: https://doi.org/10.1515/ijfe-2018-0139

Decision-Making, Priming, Ethical Consumption, Sensory Marketing,

Marketing

• PGCLTHE (2019) Post Graduate Certificate in Learning and Teaching in Higher Education
• PhD (2015) Marketing
• MBA (2009) Recreation and Leisure Industry Managemnt 
• BA (2003) Journalism 

Mark1500:Principles of Marketing

Mark 1600:Marketing Decision Making

Mark 2303:Consumer Behaviour,

Mark 5086: Marketign Management Simulation 

LBPG5017: Dissertation

Member, Society for Consumer Psychology

Member, American Marketing Association

Of morals and scents: How multi-modal priming affects consumers’ green product evaluations

Tiger mom vs. panda dad: Parental mindsets and education investment on children

Fluctuated organizational citizenship behavior? An investigation of the sequential decisions

 Hsu, J-H, and Omar, S. (2020). To Give or Not to Give: The Roles of Narcissistic Grandiosity and Narcissistic Vulnerability in Gift-Giving. The 2020 Conference of the Association of Consumer Research, Oct 1-4, Online      

 Takhar, A., Moldes, O., Hsu, J-H (2019). The Relational Consumer: Pro-Social Spending and Gift Giving Behaviours. The 2019 Summer AMA conference, August 9-11, Chicago, US

 Hsu, J-H and Brakus, J (2018). The influence of multi-modal sensory primes on consumers’ evaluation of green products. The 2018 Global Marketing Conference (GAMMA)- Neuromarketing and Psychophysiology. July 26 – 29, Tokyo, Japan.

  Hsu, J-H and Brakus, J (2018). Of morals and scents: How multi-modal priming affects consumers’ green product evaluations. European Marketing Academy Annual Conference 2018. May 29- June 1, Glasgow, UK.

Mr Adam Oozeerally 

Ms Asmaa Abdullah 

0000-0002-6752-4381