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Dr Jenhsien Hsu

Job: Lecturer in Marketing (VC2020)

School/department: Leicester Castle Business School

Address: De Montfort University, The Gateway, Leicester, LE1 9BH

T: +44 (0)116 257 7217




Personal profile

Dr Jen-Hsien Hsu is a marketing lecturer (VC2020) at De Montfort University. He obtained his PhD in marketing from Leeds University Business School, with specific emphasis in the areas of consumer decision-making, ethical consumptions, and sensory marketing.

Research group affiliations

The Centre for Enterprise and Innovation (CEI)

Research interests/expertise

Sensory Marketing, Decision-Making, Priming, Ethical Consumption

Areas of teaching



PhD in Marketing, Leeds University Business School

Courses taught

Principles of Marketing, Marketing Decision Making, Consumer Behaviour, Marketing Research

Membership of professional associations and societies

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

Current research students

Mr Adam Oozeerally (3rd supervisor)

ORCID number


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