Education

2005.08-2009.12   Ph.D., Consumer Behavior, Purdue University
1997.09-1999.06   Master, Medical Management, Chang Gung University
1993.09-1997.06   Bachelor, Management, National Taiwan University

Working Experiences

2015.06 - Present   Associate Professor, Department of Marketing, Renmin University of China
2009.09-2015.06   Assistant Professor, Department of Marketing, Renmin University of China
2005.08-2008.12   Research / Teaching Assistant, Purdue University
2002.09-2005.06   Research / Teaching Assistant, Institute of Business Studies, National Taiwan University
2001.05-2002.02   Marketing Specialist, Taiwan Fixed Network Company

Consumer Behavior

Principles of Marketing, Consumer Behavior, Seminar on Consumer Behavior

Papers

Selected Academic Articles:

Tang, X., Zeng, P., Sun, B., Chang, E.-C. and Mei, F. (2022), "Humanoid intelligent robot (HIR) situation: Research on the formation and influence of social value level substitution cha-xu pattern", (forthcoming) Nankai Business Review International (DOI: https://doi.org/10.1108/NBRI-01-2022-0001)

Chang, E.-C. , Xie, C., & Fan, X. “Defending the rules: How witnessing immoral behaviors influences boundary preference.”(forthcoming) Journal of Business Research (DOI: https://doi.org/10.1016/j.jbusres.2021.10.021)

Chang, E.-C., Wen, B., & Tang, X. (2021) “The effect of winning-losing perception on consumers’ variety-seeking behavior.” European Journal of Marketing, 55(6), 1624-1642. (DOI: https://doi.org/10.1108/EJM-07-2019-0565).

Wen, B., & Chang, E.-C. (2019) “The effect of winning-losing perception on consumers’ risk preference.” Journal of Marketing Science, 15(3):78-93.

Chang, E.-C., Chou, T.J., Huang, C., & Wang, X. (2016) “The categories, rules, and demonstrations of guanxi in Chinese society.” Journal of Business-to-Business Marketing, 23(4), 311-325. (SSCI);

Chou, T.J., Chang, E.-C., Zheng, Y., & Tang, X. (2016) “What makes consumers believe: the impacts of priming and sequential service experiences on consumer emotions and willingness to pay.” Journal of Services Marketing, 30(1), 115-127. (DOI: http://dx.doi.org/10.1108/JSM-02-2014-0077) (Class C, SSCI);

Fan, X., Chang, E.-C., Wegener, D. (2015) “Two- or one-dimensional view of arousal? Exploring tense and energetic arousal routes to consumer attitudes.” European Journal of Marketing, 49(9/10), 1417-1435. (Class B, SSCI);

Yan, H., Chang, E.-C., Chou, T.J., & Tang, X. (2015) “The over-categorization effect: How the number of categorizations influences shoppers’ perceptions of variety and satisfaction.” Journal of Business Research, 68(3), 631-638. (DOI: http://dx.doi.org/10.1016/j.jbusres.2014.08.008) (Class B, SSCI);

Chang, E.-C., Lv, Y., Chou, T.J., He, Q., & Song, Z. (2014) “Now or later: Delay’s effects on post-consumption emotions and consumer loyalty.” Journal of Business Research, 67(7), 1368-1375. (DOI: 

http://dx.doi.org/10.1016/j.jbusres.2013.08.016) (Class B, SSCI);

Chang, E.-C., Chou, T.-J. (2014) “"Express" or "Hint" - The Environmental Consideration of Print Advertisement.” . PKU Business Review, 125, 80-87. (College C*);

Chang, E.-C. & Fan, X. (2013) "More promoters and less detractors: Using generalized ordinal logistic regression to identify drivers of customer loyalty." International Journal of Marketing Studies, 5(5), 12-23;

Fan, X, Chang, E.-C., Zhang, M., & Zhang, Y. (2013) “The influence of negative information from a co-brand: The moderating roles of invol

Book

Case “B2C E-commerce Planning: EEWIN”(2012)，co-developed with Professor Chun-Yao Huang, College of Management, National Taiwan University

Participated in the modification of textbook, Marketing Guide, 6th Edition (China Renmin University Press) (2017)