Associate Professor of Institute of Marketing Communication,  08/2011-present

National Sun Yat-sen Univeristy

Advertising effects

Consumer message processing,

Attitude-forming and decision-making

Marketing management

Consumer behavior

Political Communication

E-commerce

 

 

Communication Research Methods

Advertising Effectiveness

Independent Studies in Audience Attitude Theories

Marketing Theories and Applications

Lectureship on Communications

Consumer Psychology and Behavior

Independent Studies in Service Marketing

Campaign Strategies and Political Marketing

Media, Culture, and Society

 

 

2016.08  Fubon Life Management Master Thesis Award; Award ofor Outstanding

Performance in the Category of Marketing Management (Advisor)

2016.07  TOPCO TSC These Symposium “Best Paper Award” (Advisor)

2015.12  TN Sonng Foundation Paper Award (Advisor)

2015.11  Taiwanese Political Science Association “Master Thesis Award” (Advisor)

2015.08  TOPCO TSC These Symposium “Excellent Paper Award” (Advisor)

2015.08  TOP Faculty Paper Competition Award (AEJMC)

2015.01　TN Soong Foundation Paper Award (Advisor)

2014.07  TOPCO TSC These Symposium “Excellent Paper Award” (Advisor)

2014.07  TOPCO TSC These Symposium “Good Paper Award” (Advisor)

2013.12  TN Soong Foundation Paper Award (Advisor)

2013.12  TN Soong Foundation Paper Award (Advisor)

2010 　 TOPCO TSC These Symposium “Doctoral Excellent Paper Award”

 (Title：The Power of Curiosity: The Effects of Mobile Teaser Ads)

 

 

Liu, H.-H. and Chou, H.-Y.* (2020.11). Payment formats and hedonic consumption. Psychology & Marketing, 37(11), 1586-1600 (SSCI)

Liu, H.-H. and Chou, H.-Y.* (2020.06.21). Effects of comparability of promotions on inaction inertia. Marketing Intelligence and Planning (accepted) (SSCI)

Chou, H.-Y., Chu, X.-Y. M., and Chiang, Y.-H. (2020, 07). What should we call this color? The influence of color-naming on consumers’ attitude toward the product. Psychology & Marketing.，37(7)，942-960. (SSCI). 

Liu, H.-H. and Chou, H.-Y.* (2019, Sep). The impact of different product formats on inaction inertia. The Journal of Social Psychology, 159(5), 546-560. (SSCI). 

Chou, H.-Y. (2019, Jun). Labeling candidates as underdogs in political communications: The moderation of candidate-related factors. Electoral Studies, 59, 120-135. (SSCI). NSC 101-2410-H-110-035. 

Chou, H.-Y. (2020, 04). Effects of Pronoun Use in Campaign Advertisements on Young Taiwanese Voters. Chinese Journal of Communication, 13(2), 165-186. (SSCI). MOST 104-2410-H-110-027-SSS. 

Chou, H.-Y. (2019, May). Units of time do matter: How countdown time units affect consumers' intentions to participate in group-buying offers. Electronic Commerce Research and Applications, 35, 100839. (SSCI). MOST 105-2420-H- 110-003-MY3. 

Liu, H.-H. and Chou, H.-Y.* (2019, Mar). The effects of promotional package frames and price strategies on inaction inertia. Psychology & Marketing, 36(3), 214-228. (SSCI). 

Wang, Shaojung Sharon and Chou, Hsuan-Yi* (2019, Mar). Effects of gameproduct congruity on in-app interstitial advertising and the moderation of media context factors. Psychology & Marketing, 36(3), 229-246. (SSCI). 

Hsin-Hsien Liu and Hsuan-Yi Chou* (2018, Jun). Promotional formats and inaction inertia. Journal of Economic Psychology, 66, 22-32. (SSCI). 

Chou, Hsuan-Yi and Min-Hung Yeh (2018, Feb). Minor language variations in campaign advertisements: The effects of pronoun use and message orientation on voter responses. Electoral Studies, 51, 58-71. (SSCI). MOST 104-2410-H-110-027-SSS. 

Hsuan-Yi Chou and Divya Singhal (2017, Sep). Nostalgia Advertising and Young Indian Consumers: The Power of Old Songs . Asia Pacific Management Review, 22(3), 136-145. (TSSCI).

Chou, H.-Y. and Wang, T.-Y. (2017, Apr). Hypermarket private-label products, brand strategies, and spokesperson persuasion. European Journal of Marketing , 51(4), 795-820. (SSCI). 

Hsin-Hsien Liu and Hsuan-Yi Chou (2017.04), “The Selection of Freebies and the Preference for Freebie Promotions - A Perspective on Item Characteristics,” Journal of Behavioral Decision Making, 30(2), 420-434 (SSCI).  2015 JCR Impact factor: 2.768

Chou, H.-Y. and Wang, S. S. (2016. 11), “The effects of happiness types and happiness congruity on game app advertisng and environments,” Electronic Commerce Research and Applications, 20, 1-14. (SSCI)

Chou, H.-Y. and Lien, N.-H. (2016.10). Effects of Brand and Spokesperson Familiarity in Teaser Ads. Management Review, 35(4), 1-29. (TSSCI)

Chou, H.-Y. (2016.09). “Thought Confidence: Consumer Emotions and the Confidence Premise Hypothesis,” Management Studies, 4(5), 219-226.

Hsin-Hsien Liu and Hsuan-Yi Chou (2016.09), “Do longer or shorter budget temporal frames matter? Numerosity effects, mental budgets, and purchase intentions,” Journal of Marketing Theory & Practice, 24(4), 422-441.

Hsin-Hsien Liu and Hsuan-Yi Chou (2015,03), “The effects of promotional frames of sales packages on perceived price increases and repurchase intentions,” International Journal of Research in Marketing, 32(1), 23-33 (SSCI)

Chou, H.-Y.* (2015.01), “Celebrity Political Endorsement Effects: A Perspective on the Social Distance of Political Parties,” International Journal of Communication, 9, 523-546 (SSCI) (NSC 100-2410-H-110-069-) 【2013 JCR Impact factor: 0.786】

Lin, C.-S. and Chou, H.-Y.* (2015.01), “Dimensions and effects of  consumers’travel-transportation involvement: The case of the Mini Three Links,” Asia Pacific Journal of Tourism Research, 20(1), 51-75 (SSCI). 【2013 JCR Impact factor: 0.566】

Liu, H.-H. and Chou, H.-Y.*(2014.09), “Relationship Types and the Sunk Cost Effect,” Asia Pacific Management Review, 19(3), 239-251 (TSSCI)。

Chou, H.-Y.* and Lien, N.-H. (2014.07), “Effects of SMS Teaser Ads on Product Curiosity,” International Journal of Mobile Communications, 12(4), 328-345. (SSCI, 2013 IF= 1.221).

Chou, H.-Y.* (2014.05), “Effects of Endorser Types in Political Endorsement Advertising,” International Journal of Advertising, 33(2), 391-414 (SSCI). (NSC 100-2410-H-110-069-)【2013 JCR Impact factor: 1.754】.

Chou, H.-Y., & Lin, C. H. (2014). The Political-Communication Effects of Televised Presidential Debates on First-Time Voters: The Example of 2012 Taiwan President Election. Journal of Electoral Studies, 21(1), 47-87.  (TSSCI)

Chou, H.-Y., & Liu, H. H. (2014). Effects of Comparability on Perceived Price Increases and Repurchase Intentions. Journal of Management, 31(1), 41-62 (TSSCI)

Chou, H.-Y.* and Lien, N.-H. (2014). Old Songs Never Die: Advertising Effects of Evoking Nostalgia With Popular Songs. Journal of Current Issues & Research in Advertising, 35(1), 29-49.

Chou, H.-Y.* and Lien, N.-H. (2013). The effects of appeal types and candidates' poll rankings in negative political advertising. Asian Journal of Communication, 23(5), 489-518.

Chou, H.-Y.* & Chou, J.-S. (2012). The Advertising Effectiveness of Political Text Messages: An Exploratory Study on Undergraduates from Five Universities in North Taiwan. Taiwanese Journal of Political Science, 54, 71-120 (TSSCI)。

Chou, H.-Y.* & Lien, N.-W. (2012). When Mobile SMS Meets Teaser: The Curious Effects of Brand Familiarity, Interactivity, Personalization, and Incentives. NTU Management Review, 23(1), 239-268. (TSSCI)

Lien, N.-H., Chou, H.-Y.*, and Chang, C.-H. (2012). Advertising Effectiveness and the Match-Up Hypothesis: Examining Spokesperson Sex, Attractiveness Type, and Product Image. Journal of Current Issues & Research in Advertising, 33(2), 282-300.

Lin, Z. S., Lien, N.-H. and Chou, H.-Y.* (2012). The Effects of Incongruity between the Product Country-of-Origin Associations and Advertising Messages. Journal of Management & Systems, 19(3), 409-431. (TSSCI)

Chou, H.-Y.* and Lien, N.-H. (2012). The effects of incentive types and appeal regulatory framing in travel advertising. The Service Industries Journal, 32(6), 883-897.

Lin, C. H., & Lien, N. H., & Chou, H.-Y. (2011). Special Advertising Incongruity: A Perspective on the Brand-Country of Origin and Brand Consumer Culture Positioning. The Journal of Advertising & Public Relations, 36, 99-135。

Chou, H.-Y.* and Lien, N.-H. (2011). What does a negative political ad really say? The effects of different content dimensions. Journal of Marketing Communications, 17(4), 281-295.

Chou, H.-Y.*, Lien, N.-H., and Liang, K.-Y. (2011), “The Antecedents and Belief-Polarized Effects of Thought Confidence,” The Journal of Psychology: Interdisciplinary and Applied, 145(5), 481-506 (SSCI, 2010 IF = 0.899 ).

Chou, H.-Y.*, Chen, Y. L., & Lien. N. H. (2011). The Impact of Comment Consistency on Blog Surfers' Attitudes. Management Review, 30(1), 41-57. (TSSCI)

Chou, H.-Y.* and Lien, N.-H. (2010), “How do Candidate Poll Ranking and Election Status Affect the Effects of Negative Political Advertising?” International Journal of Advertising, 29 (5), pp. 815-834 (SSCI, 2009 IF = 1.091).

Chou, H.-Y.*, Chen, Y. L., & Lien. N. H. (2010). Do You Blog Today? The Effects of  The Trust Placed in Movie-Related eWOM on Blogs. Journal of E-Business, 12(4), 661-692. (TSSCI)

Chou, H.-Y.* and Lien, N.-H. (2010), “Advertising Effects of Songs’ Nostalgia and Lyrics’ Relevance,” AsiaPacific Journal of Marketing and Logistics, 22 (3), pp. 314-329 (ABI).

Chou, H.-Y.* and Lien, N.-H. (2010). Dream Market with not only Love but Fear – the Effects of Homosexual Advertising. Sun Yat-sen Management Review, 18(3), 769-803. (TSSCI)

Chou, H.-Y.* and Lien, N.-H. (2010). Effects of Picture/Text Ratio in Travel Advertising: The Moderation of Temporal and Spatial Distances. Journal of Outdoor Recreation Study, 23(1), 27-52. (TSSCI)

Chou, H.-Y.* and Lien, N.-H. (2010). The Impact of Temporal Distance on the Effects of Negative Campaign Advertisement. Taiwan Democracy Quarterly, 7(2), 33-76. (TSSCI)

Lien, N.-H. and Chou, H.-Y.* (2008).The Incumbent's Reputation and the Effects of Negative Campaign Advertisement. Taiwanese Journal of Political Science, 38, 113-154. (TSSCI)

Chen, Pei-Chi and Chou, Hsuan-Yi (2019, Oct). Rearticulating an old brand or selling its past? The effects and boundary conditions of brand revitalization and retrobranding. Advances in Consumer Research, Atlanta, GA.

Chou, Hsuan-Yi* and Liao, Kuan-Yu (2019, Oct). First- or third-person perspective: The influence of picture perspective on consumers’ product attitude and purchase intention for sponsored posts. The Asian Conference on Media, Communication & Film (MediAsia 2019), Tokyo, Japan. 

Hsuan-Yi Chou and Hsiao-Ti Chang (2019, Apr). Post values on Facebook brand fan pages and consumers’ relationship investment. 2019 International Symposium on Business and Management, Fukuoka, Japan. 

Hsuan-Yi Chou, Xing-Yu (Marcos) Chu, and Yi-Wen Tzau (2019, Feb).Colordiversity appeal effects on consumer emotion and attitudinal responses. 2019 Society for Consumer Psychology Conference, Savannah, Georgia.

Hsuan-Yi Chou (2018, Nov). Subtle but critical: Effects of pronoun use and visual cue variations in campaign advertising. 2018 – Vth International Conference on Business, Economic, Law, Language & Psychology, Singapore.

Hsuan-Yi Chou, Xing-Yu (Marcos) Chu, and Chieh-Wen Cheng (2018, Oct). Male spokesperson: Antecedents and consequences of social comparison. Advances in Consumer Research, Dollas, TX. 

Chou, Hsuan-Yi and Hsu, Ya-Ting (2018, Jul). Effects of horror film trailers on consumer emotions and intention to watch the film. 2018 TISSS (The International Symposium on Business and Social Sciences), Seoul, South Korea.

Hsuan-Yi Chou and Yi-Wen Tzau (2018, Apr). Color tricks in advertising: The effects of color-diversity appeal of products in ads. 2018 International Symposium on Business and Management, Osaka, Japan. 

Hsuan-Yi Chou, Xing-Yu Chu, and Ching Chin (2017). Take it humorously: Effects of humorous rebuttals to negative attacks. Advances in Consumer Research, October 26-29, San Diego.

Hsuan-Yi Chou and Tzu-Chun Chen (2017). The healing effect of cute elements in product design. Conference: 2017 International Symposium on Economics and Social Science – Summer Session (ISESS-Summer 2017), August 23-25, Sapporo, Japan.

Hsuan-Yi Chou and Yen-Ting Chiang (2017). Black-and-white or colorful? Moderation of advertising color tone and voter party preference on effectiveness of negative campaign advertising. The 5th International Conference on Business and Social Science, March 29-31, Nagoya, Japan.

Hsuan-Yi Chou and Wei Qian (2016). Celebrity (Benedict Cumberbatch) or Drama Character (Sherlock Holmes)? Effects of Playing Drama Characters in Product Advertisements. International Conference on Business and Internet (ICBI-Fall 2016). November 7-9, Seoul, Korea.

Hsuan-Yi Chou (2016). Voters’ processing mindsets and construing modes of campaign advertising. Advances in Consumer Research, October 27-30, Berlin, Germany.

Hsuan-Yi Chou (2016). Being an underdog or a frontrunner: The effects of candidate labels on voters’ responses. Advances in Consumer Research, October 27-30, Berlin, Germany.

Hsuan-Yi Chou and Jui Su (2016). Men’s mate guarding: Effects of activating men’s mate-guarding motive on the purchase intentions towards luxury goods. International Conference on Management and Social Science, August 14-15, Tokyo, Japan.

Hsuan-Yi Chou and Min-Hung Yeh (2016), “Non-Negligible Minor Changes: Effects of Different Pronoun Use and Content-Word Use in Campaign Advertising,” presented at the 4th International Conference on Social Science and Management (ICSSAM 2016), Osaka, Japan, May 10-12.

Chou, H.-Y. (2015), “Thought confidence: Consumer emotions and the confidence premise hypothesis,” presented at the 3rd Asia-Pacific Social Science Conference (APSSC 2015), Nagoya, Japan, November 4-6.

Chou, H.-Y., and Shaojung Sharon Wang (2015), “Calm vs. excited happiness: Effects of happiness types and happiness congruity of games advetised in mobile game app environments,” presented at the 3rd Asia-Pacific Social Science Conference (APSSC 2015), Nagoya, Japan, November 4-6.

Chou, H.-Y., Liu, H.-H., and Chen, S.-H. (2015), “Consumer responses towards limited-time vs. limited-quantity scarcity messages in price promotions,” presented at the 2015 Association for Consumer Research (ACR) conference, New Orleans, LA, October 1-4.

Chou, H.-Y., and Chen, S.-S. (2015), “Her Beauty Results in Your Sorrow: The Effects of Envy toward Attractive Spokespersons in Advertising,” presented at the 2015 Association for Consumer Research (ACR) conference, New Orleans, LA, October 1-4.

Wang, S. S. and Chou H.-Y. (2015), “Feeling happy or being immersed? Advertising effects of game-product congruity in different game app environments,” presented at the 2015 AEJMC (Association for Education in Journalism and Mass Communication) Annual Conference, San Francisco, CA, August 6-9. (TOP Faculty Paper Competition Award).

Liu, H.-H. and Chou, H.-Y. (2015), “The impact of different product formats on the inaction inertia,” presented at the 2015 International Conference on Business and Information (BAI 2015), Macau, July 7-9.

Chou, H.-Y. (2015), “Temporal and Social Distances in Campaign Advertising and Voter Responses to Appealing Content,” will presented at the Asian Conference on the Social Science (acss 2015), Kobe, Japan, June 11-14.

Chou, H.-Y. and Chen, Chien-Yu Damien (2014), “Countdown with Days or Hours? Effects of Countdown Unites in Fixed-Price Group Buying Websites,” presented at the Fifth Asian Conference on Business and Public Policy (acbpp 2014), Osaka, Japan, November 20-23.

Liu, H.-H. and Chou, H.-Y. (2014), “Currency Face Values and Upgrade Intentions.”presented at the International Conference on Global Entrepreneurship and Innovation in Management (GEIM), Taichung, Taiwan, May 14-15.

Liu,  H.-H. and Chou, H.-Y. (2014), “Does the Longer or Shorter Budget Frame Matter? Numerosity Effect, Mental Budget, and Repurchase Intention.” presented at the 2014 International Conference on Business and Information (BAI 2014), Osaka, Japan, July 3-5.

Liu, H.-W. and Chou, H.-Y. (2014), “The Key Influence of Mental Imagery on Consumer Purchasing Decisions: The Antecedents and Effects of Mental Simulation”presented at the fifth Asian Conference on the Social Sciences 2014, Osaka, Japan, June 12-15.

Chou, H.-Y. (2014), “Labeling Candidates as Underdogs in Political Communications: The Moderation of Candidate-Related Factors,” presented at Global Academic Conference in Tokyo, Tokyo, Japan, April 23-26.

Chou, H.-Y. (2013), "Celebrity Second-Hand Commodities in Online Auctions: The Effects of Celebrity Attractiveness, Contagion, Auction Motivations, and Commodity Types on Consumer Responses," presented at the 2nd International Symposium on Business and Social Sciences (ISBSS), Osaka, Japan, November 7-9.

Liu, H.-H. and Chou, H.-Y. (2013), "Comparability on Promotion Reductions and Price Increases," presented at BAI 2013 International Conference on Business and Information, Bali, Indonesia, July 7-9.

Chou, H.-Y. (2013), "Advertising Effectiveness of Celebrity Types for Political Endorsement and Appeal Framing of Administration Performance," presented at 2013 International Symposium on Business and Social Sciences (ISBSS), Tokyo, Japan, March 15-17.

Chou, H.-Y. (2012), “Celebrity Worship or Benefit Consideration? The Motivations of Consumers’ Bidding for Celebrity’s Second-Hand Products on Online Auctions,” presented at 2012 Advertising and Consumer Psychology Academic Conference, Singapore, December 19-21.

Chou, H.-Y. (2012), “Celebrity Worship? The Effects of Celebrity Political Endorsement on Young Voters’ Advertising Responses,” presented at 2012 Global Marketing Conference at Seoul, Seoul, Korea, July 19-22.

Lin, C.-S., Chou, H.-Y., and Hsiao, J. P.-H. (2012), “A Study of Factors of Travel Involvement: The Case of the Kinmen-Xiamen Mini-Three Links,” presented at International Conference on Business and Information 2012, Sapporo, Japan, July 3-5.

Chou, H.-Y., Lien, N.-H., and Lin, C.-S. (2011), “The Effects of Song Choice in Advertising,” presented at 16th International Conference on Corporate and Marketing Communications, Athens, Greece, April.

Chou, H.-Y. and Lin, C.-S. (2011), “Consumers’ Responses to Spokespersons in Homosexual Advertisements,” presented at 16th International Conference on Corporate and Marketing Communications, Athens, Greece, April.

Chou, H.-Y. and Lien, N.-H. (2010), “Analyzing Sexual Appeal in Ads: From the Viewpoint of Consumers’ Feminist Orientation,” presented at 2010 Society for Consumer Psychology Conference, Florida, USA, February.

Chou, H.-Y. and Lien, N.-H. (2009), “The Moderating Effects of Candidate Characteristics on Negative Political Advertisement,” presented at American Academy of Advertising 2009 Asian-Pacific Conference, Beijing, China, May.

Chou, H.-Y. and Lien, N.-H. (2008), “Antecedents and Attitudinal Effects of Thought Confidence,” presented at2008 Society for Consumer Psychology Conference, New Orleans, USA, February.

Chou, H.-Y. and Lien, N.-H. (2007), “Old Songs Never Die: The effects of Nostalgic Songs in Television Ads,” presented at 2007 International Conference on Business and Information, Tokyo, Japan, July.

Chou, H.-Y. and Su, Y.-Y. (2015). Effets of APP advertising: The Perspectives on the Advertised Products, Promotion Types, and E nbedded Contexts. In Liang, Ting-Peng (Ed.), New Frontiers in Electronic Commerce and E-Society 2016 (pp. 146-163).  NSYSU Electronic Commerce Research Center, Future Career Publishing Corporation

Chou, H.-Y. (2014). Internet Advertising。In Liang, Ting-Peng (Ed.), Electronic Commerce: Business in the Digital Era。 Taipei:  Future Career Publishing Corporation。

Chou, H.-Y. (2014). The Attraction of Celebrity’s Second-Hand Products – The Perspective on the Contagion. In Liang, Ting-Peng (Ed.), New Frontiers in Electronic Commerce and E-society 2014 (pp. 42-67). NSYSU Electronic Commerce Research Center, Future Career Publishing Corporation  (ISBN：9789860440089)。

Chou, H.-Y. (2013). Consumer Responses towards Celebrity’s Second-Hand Products in Online Auctions，《New Frontiers in Electronic Commerce (Ch.1)》(pp. 10-29). Kaohsiung: NSYSU Electronic Commerce Research Center. (ISBN 978-986-03-9935-6)

Do smiles facilitate success in elections? The impact of candidate smile intensity in campaign advertising on voter responses and the matching effects between it and various ad factors. Ministry of Science and Technology, Taiwan (107-2628-H-110-001-SS3)

The Development of Taiwanese Online Group-Buying and Critical Success Factors: Exploring the Antecedents of Product Attitudes, Purchases, and Social Media Word-of-Mouth Behaviors among Group- Buying Consumers. Ministry of Science and Technology, Taiwan (105-2420-H-110-003-MY3)

How to rebut negative attacks? Moderating effects of candidate characteristics (MOST 105-2410-H-110 -036 -SS2)

The development of Taiwanese online group-buying and critical success factors: Exploring the antecedents of product attitudes, purchases, and social media word-of-mouth behaviors among group-buying consumers(MOST 105-2420-H-110-003-MY3)

A small change may lead to a greater difference: The power of minor variations in campaign advertising (MOST 104-2410-H-110 -027 –SSS)

Persuasion of and Resistance toward Campaign Advertising: The Perspectives on Construal-Level Theory and Resisting Persuasion (NSC 102-2410-H-110 -020 -SS2)2013/08/01~2015/07/31

Being the underdog in an election: Effects of SMSes painting a candidate as an underdog (NSC 101-2410-H-110-035-)2012/08/01~2013/07/31

The Advertising Effectiveness of Celebrity Political Endorsement: A Perspective on the Social Distance of Political Parties (NSC 100-2410-H-110-069-)2011/11/01~2012/07/31