Professor and Head

Research Interests

Cross cultural consumer studies, advertising strategy, advertising and children, gender portrayal in media, consumer socialization, materialism

Prof. Chan is currently Professor in the Department of Communication Studies, Hong Kong Baptist University. She worked in the advertising and public relations profession and as a statistician for the Hong Kong Government before she joined the academia. She actively involves in research on Hong Kong and China's consumer behavior and advertising, and environmental studies. She recently completd a research project on Advertising and children in China.

Current position: Professor

Prof. Chan joined the HKBU in 1993. She taught part time at various higher educational institutes in Hong Kong and Macau for eight years. She was a visiting Professor at Copenhagen Business School at the summer of 2006 and 2007.

Career History

• 2008 Summer, Visiting Professor, Queensland University of Technology, Australia
• 2006-7 Summer, Visiting Professor, Copenhagen Business School, Denmark
• 1999-2000 Fulbright Visiting Professor, Bradley University
• 1993- Lecturer, Assistant Professor, Associate Professor, Professor, Hong Kong Baptist University
• 1987-93 Statistician, Census and Statistics Department, Hong Kong Government
• 1986-87 Marketing communication specialist, Digital Equipment Corporation
• 1986 Media planner, Ogilvy & Mather (HK) Limited
• 1984-86 Media planner, J. Walter Thompson Company Limited
• 1982 Translator, Mark Wong & Associates (Industrial Consultants) Ltd.

Professional Membership

• Member, American Psychology Association
• Member, American Academy of Advertising
• Member, Chinese Communication Association

Publications

• 2012
  • Chan, K., Leung, V. and Tsang, L. (2012, forthcoming) An exploratory study on consumers’ attitudes toward advertising of legal professionals in Hong Kong, Service Marketing Quarterly
  • Chan, K. (forthcoming) Advertising to children in China, in Blades, M., Oates, C., Blumberg, F. and Gunter, B. (Eds.) Advertising to Children: New Issues and New Media
  • Chan, K. and Cheng, Yolander. (2012) Portrayal of females in magazine advertisements in Hong Kong, Journal of Asia Pacific Communication, 22(1), 78-96.
• 2011
  • Chan, K. (2011) Pre-pubescent girls’ evaluations of female images in Hong Kong media, Journal of Children and Media, 6(2), http://www.tandfonline.com/doi/abs/10.1080/17482798.2011.630742
  • Chan, K. (2011) What pre-teen girls learn about gender roles from celebrities, Journalism and Mass Communication, 1(2), 79-87.
  • Chan, K., Prendergast, G., Gronhoj, A. and Bech-Larsen, T. (2011) Danish and Chinese adolescents' perceptions of healthy eating and attitudes toward regulatory measures, Young Consumers, 12(3), 216-228.
  • Chan, K. and Tsang, L. (2011) Promoting healthy eating among adolescents: A Hong Kong study, Journal of Consumer Marketing, 28(5), 354-362.
  • Paek, H.J., Lee, H., Praet, C., Chan, K., Chien, P.M., Huh, J. (2011) Pharmaceutical Advertising in Korea, Japan, Hong Kong, Australia, and the US: Current conditions and future directions, Health Communication Research, 3(1), 1-63.
  • Chan, K. (2011) Tween girls’ sexuality and a media scandal in Hong Kong, in Feilitzen, C., Carlsson, U. and Bucht, C. (Eds.) Yearbook 2011 New Questions, New Insights, New Approaches: Contributions to the Research Forum at the World Summit on Media for Children and Youth 2010 (pp. 109-122), Sweden: The International Clearinghouse on Children, Youth and Media, Nordicom, University of Gothenburg, ISBN 978-91-86523-21-3
  • Chan, K., Tufte, B., Cappello, G., and Williams, R.B. Tween girls’ perception of gender roles and gender identities: A qualitative study, Young Consumers, 12(1), 66-81
  • Chan, K., Prendergast, G., Gronhoj, A. and Bech-Larsen, T. The role of socializing agents in communicating healthy eating to adolescents: A cross cultural study, International Journal of Consumer Marketing, 23(1), 59-74.
• 2010
  • Chan, K. Youth and Consumption, English, 311 pages, Hong Kong: City University of Hong Kong Press, ISBN 978-962-937-152-4
  • Diehl, S., Terlutter, R., Chan, K. and Mueller, B. A cross-cultural and gender-specific examination of consumer skepticism toward advertising in general vs. pharmaceutical advertising – Empirical evidence from the U.S., Germany and China (Hong Kong), in Terlutter, R., Diehl, S., and Okazaki, S. (Eds.) Advances in Advertising Research (Vol.1) Cutting Edge International Research (pp. 297-312), Heidelerg, Germany: Gabler Verlag, ISBN 978-3-8349-2111-6
• 2009
  • Chan, K. and Cheng, H. Materialism and consumer socialization: Semiotic analyses of personal loan advertisements, Communicative Business, 2(1), 60-79
  • Chan, K., Prendergast, G., Gronhoj, A. and Bech-Larsen, T. Communicating healthy eating to adolescents向青少年傳播健康飲食, in Ringo Ma (Ed.) Health communication and public health健康傳播與公共衛生 (pp. 88-108), Hong Kong: Hong Kong Education Publishing Co., ISBN 978-988-200-306-4
  • Chan, K., Prendergast, G., Gronhoj, A. and Bech-Larsen, T.(2009) Adolescents’ perceptions of healthy eating and communication about healthy eating, Health Education, 109(6), 474-490.
  • Chan, K. and Cai, X. (2009) Influence of television advertising on adolescents in China: an urban-rural comparison, Young Consumers, 10(2), 133-145
  • Chan, K., (with Prendergast, G., Gronhoj, A. and Bech-Larsen, T.) Communicate healthy eating to adolescents, Journal of Consumer Marketing, 26(1), 6-14.
  • Cheng, K. and Chan, K. Advertising and Chinese Society, Copenhagen Business University Press, 315, ISBN 978-87-630-0227-1
  • Cheng, K. and Chan, K. Public service advertising in China: A semiotic analysis, in Cheng, K. and Chan, K. (Eds.) Advertising and Chinese Society, Copenhagen Business University Press, 203-221
  • Chan, K. Advertising and children in China, in Cheng, K. and Chan, K. (Eds.) Advertising and Chinese Society, Copenhagen Business University Press, 265-283
  • Chan, K., Zhang, H., and Wang, I. Advertising and adolescents in China, in Cheng, K. and Chan, K. (Eds.) Advertising and Chinese Society, Copenhagen Business University Press, 285-303
• 2008
  • Chan, K. (with La Ferle, C.) Determinants for materialism among adolescents in Singapore, Young Consumers, 9(3), 201-214.
  • Chan, K. (with Andersen, L., Tufte, B. and Rasmussen, J.) The tweens market and responses to advertising in Denmark and Hong Kong, Young Consumers, 9(3), 189-200.
  • Chan, K. (with Prendergast, G.) Social comparison, imitation of celebrity models, and materialism amongst Chinese youth, International Journal of Advertising, 27(5), 799-826
  • Chan, K. Social comparison of material possessions among adolescents, Qualitative Market Research: an International Journal, 11(3), 316-330.
  • Chan, K. (with Hu, F.)  Attitudes toward material possessions among Chinese children, Young Consumers, 9(1), 49-59.
    
• Chan, K. Chinese children’s perceptions of advertising and brands: An urban rural comparison, Journal of Consumer Marketing, 25(2), 74-84.
• (with Chan, F.) Children’s television programs in China: A discourse of success and modernity, in Wu, D. (Ed.) The Discourses of Greater China, Hong Kong University Press, Hong Kong, 113-128.
• 2007
  • (with Li, L., Diehl, S., and Ralf, T.) Consumers’ response to offensive advertising: A cross cultural study, International Marketing Review Special Issue on Global Advertising, 24(5), 606-628.
  • (with Fang, W.) Use of Internet and traditional media among young people, Young consumers, 8(4), 244-256.
  • (with Fullerton, J.A., Kendrick, A.,. Hamilton, M. and Kerr, G.) Attitudes toward American brands and Brand America, Place Branding and Public Diplomacy, 3(3), 205-212.
  • (with L. Andersen, B. Tufte, J. Rasmussen) Tweens and new media in Denmark and Hong Kong , Journal of Consumer Marketing, 24(6), 340-350.
  • (with Zhang, C.) Living in a celebrity-mediated social world: The Chinese experience, Young Consumers, 8(2), 139-152.
  • (with D. Wu) Multilingual mix in Hong Kong ’s advertising: Pre-and Post- 1997, Asian Journal of Communication, 17 (3), 301-317.
  • (with G. Prendergast) Materialism and social comparison among adolescents, Social Behavior and Personality: an International Journal, 35(2), 213-228.
  • (with J. McNeal) Chinese children’s perception of personal and commercial communication: An urban rural comparison. Asian Journal of Communication, 17(1), 97-116.
  • (with Wong, K.) A gender portrayal of children’s television commercials in mainland China, in Diehl, S. and Terlutter, R. (Eds.) International Advertising and Communication – New Insights and Empirical Findings (p. 319-341), Deutscher Universitats - Verlay, Wiesbaden, Germany, ISBN-13 978-3-8350-0455-9
  • (with Moon, Y.S) Gender portrayals and the gender of nations: An extended study in Asian cultures, in Diehl, S. and Terlutter, R. (Eds.) International Advertising and Communication – New Insights and Empirical Findings(p. 343-357), Deutscher Universitats - Verlay, Wiesbaden, Germany, ISBN-13 978-3-8350-0455-9
• 2006
  • Young consumers and perception of brands in Hong Kong: A qualitative study, Journal of Product and Brand Management, 15(7), 416-426
  • (With J. McNeal) How rural children in China consume media and advertising, Young Consumers, 7(3), 39-50. [received Emerald Literati Network Award for Excellence]
  • Exploring children’s perception of material possessions: A drawing study, Qualitative Market Research: An International Journal, 9(4), 352-366.
  • (With J. McNeal) Rural Chinese children as consumers: Consumption experience and information sources, Journal of Consumer Behaviour, 5, 182-192.
  • Consumer socialization of Chinese children in schools: Analysis of consumption values in textbooks, Journal of Consumer Marketing, 23(3), 125-132.
  • (With J. McNeal) Children and media in China: An urban rural comparison study, Journal of Consumer Marketing, 23(2), 79-88.
  • (With N. Chen) New Vision in Advertising and Public Relations – Dialogues with Communication Professionals in Hong Kong (edited), Chinese, 269 pages, Hong Kong, City University of Hong Kong Press, ISBN 962-996-264-0.
  • (With H. Zhang and I. Wang) Materialism among adolescents in urban China, Young Consumers, 7(2), 64-77.
  • (with H. Cheng) The Proceedings of the 2005 Asia Pacific Conference of the American Academy of Advertising (edited), Ohio: American Academy of Advertising, ISBN 0-931030-33-1.
  • Materialism among children in urban China, In H. Cheng and K. Chan (Eds.) The Proceedings of the 2005 Asia Pacific Conference of the American Academy of Advertising, 22-33, Ohio: American Academy of Advertising.
  • Teaching international advertising, In H. Cheng and K. Chan (Eds.) The Proceedings of the 2005 Asia Pacific Conference of the American Academy of Advertising, 155-157, Ohio: American Academy of Advertising.
  • (with H. Cheng) International scholars gathered in Hong Kong to discuss advertising in Asia Pacific region. International Advertising. October: 70-73.
  • Advertising and Hong Kong Society (edited), English, 235 pages, Hong Kong, Chinese University Press, ISBN 962-996-264-0.
  • Criticism and public opinion of advertising, in K. Chan (ed.), Advertising and Hong Kong Society (p.77-94), Hong Kong: Chinese University Press
  • Advertising and children, in K. Chan (ed.), Advertising and Hong Kong Society (p.183-205), Hong Kong: Chinese University Press.
  • Advertising and adolescents, in K. Chan (ed.), Advertising and Hong Kong Society (p.207-224), Hong Kong: Chinese University Press.
  • (With F. Chan and J.M. Chan) Social communication and advertising indicators, Advertising and Hong Kong Society (p.1-21), Hong Kong: Chinese University Press.
  • (With J. McNeal) Chinese children’s understanding of commercial communications: A comparison of cognitive development and social learning models, Journal of Economic Psychology, 27(1), 36-56.
• 2005
  • Hong Kong children's perception of material possessions. House of Tomorrow , 13(1), 1-5.
  • Store visits and information sources of urban Chinese children, Journal of Consumer Marketing , 22(4), 178-188.
  • (with Young Sook Moon) A cross-cultural analysis of advertising appeals and cultural values in Hong Kong and Korean television advertising, International Marketing Review, 22(1), 48-66.
  • (with Fanny Chan) Information content of China's TV advertising: An update, Asian Journal of Communication, 15(1), 1-15.
• 2004
  • (with James McNeal) Chinese children's attitudes toward television advertising: Truthfulness and liking, International Journal of Advertising, 23(3), 337-359
  • (with James McNeal) Advertising to children in China, English, 206 pages, Hong Kong: the Chinese University Press
  • (with James McNeal) Chinese children and advertising: Persuasion, education and marketing, 222 pages, China: Chinese Social Science Academy Press. [In Chinese]
  • (with James McNeal) Children's understanding of television advertising: A revisit in the Chinese context, The Journal of Genetic Psychology, 165(1), 28-36
  • Material World: Attitudes towards toys in China, Young Comsumers, 6(1), 54-65
• 2003
  • (with James McNeal) Parent-child communications about consumption and advertising in China, Journal of Consumer Marketing, 20(4), 317-332
  • (with James McNeal) Chinese children's understanding of television advertising, China Media Report, 2(4), 54-63. [In Chinese]
  • (with Hong Cheng) Chinese public servicing advertising: A new tool to promotesocialistic values, Xinwen Yu Chuanbo Yanjiu (Journalism and Communication Research) 10(4), 16-25. [In Chinese]
  • Materialism among Chinese children in Hong Kong, International Journal of Advertising and Marketing to Children, 4(4), 47-61
  • (with James McNeal) Parental concern about television viewing and children's advertising in Mainland China, International Journal of Public opinion Research, 15(2), 151-166
  • Kowloon-Canton Railway Corporation, entry for the Encyclopedia of Advertising (p.907-908), John McDonough and Karen Egolf (ed.) New York: Fitzroy Dearborn.
  • Hong Kong advertising: A melting port (available in http://www.acrweb.org)
• 2002
  • (with Young Sook Moon) Cross-cultural study of gender portrayal in children's television commercials: Korea and Hong Kong, Asian Journal of Communication, 12(2), 100-119.
  • (with James McNeal and Fanny Chan) Do Chinese children like and believe in television commercial?, Xinwen Yu ChuanboYanjiu (Journalism and Communication Research) 9(4), 24-35. (In Chinese)
  • (with James McNeal and Fanny Chan) Television advertising strategies and effects on Chinese children, Zhong Guo Guang Bo Dian Shi Xue Kan (China Radio and TV Academic Journal) 140, 33-34, 37. (In Chinese)
  • (with James McNeal and Fanny Chan) Children's response to television advertising in China, International Journal of Advertising and Marketing to Children, 4(1), 43-53.
  • (with James McNeal) Children's perceptions of television advertising in urban China, International Journal of Advertising & Marketing to Children, 3(3), 69-79.
  • (with Hong Cheng) One Country, two systems: Cultural values reflected in Chinese and Hong Kong television commercials, Gazette, 64(4), 383-398.
• 2001
  • (with Hong Cheng) Public service advertising in China: Social marketing in the making. In M. Roberts (Ed.), Proceedings of the 2001 Asia Pacific Conference of the American Academy of Advertising, 119-125, Ohio: American Academy of Advertising
  • Children's perceived truthfulness of television advertising and parental influence: A Hong Kong study, in Mary C. Gilly and Joan Meyers-Levy (eds.), Advances in Consumer Research, Vol. XXVIII, 207-212.
    (available in http://www.acrweb.org)
• 2000
  • Use of environmental teaching kits in Hong Kong, Environmentalist, 20(2), June, 113-121
  • Environmental consideration in purchase decisions of Hong Kong consumers, Environmental Practices, 2(1), March, 15-22
• Market segmentation of green consumers in Hong Kong, Journal of International Consumer Marketing, 12(2), May, 7-24
• Hong Kong children's understanding of television advertising, Journal of Marketing Communications, 6(1), 37-52
• US consumers' perception of environmentally friendly products, Environmental Awareness, 23(1), 30-36
• 1999
  • Cultural values in Hong Kong newspaper advertising, 1946-96, International Journal of Advertising, 18(4), 537-554
  • The media and environment issues in Hong Kong 1983-95, International Journal of Public Opinion, 11(2), 135-151
  • Mass media and environmental knowledge of secondary school students in Hong Kong, The Environmentalist, 19(2), 85-97
  • Causal framing theory and environmental news in Hong Kong. In X. Yu, Z. Guo and H. Yu (Eds.), Journalism and social change, pp. 297-317, Hong Kong: Chung Hwa Book. (In Chinese)
• 1998
  • Chinese consumers' medical decision and attitudes toward pharmaceutical advertising, Journal of International Consumer Marketing, 10(4), 49-68
  • Mass communication and pro-environmental behavior: Waste recycling in Hong Kong, Journal of Environmental Management, 52(4), 317-325
• 1997
  • Creating advertising that appeals to Chinese women. Asian Journal of Communication 7(1), 43-57.
  • The University students and environmental protection in Macau. Journal of Macau Studies. 5, 111-115. [In Chinese]
  • (with Louisa Ha, University of Oklahoma) Consumption of over-the-counter drugs and attitudes toward over-the-counter drug advertising: A comparison between the United States and Hong Kong. In M.C. Macklin (Ed.), Proceedings of the 1997 Conference of the American Academy of Advertising, 204-212, Ohio: American Academy of Advertising
  • Attitudes toward pharmaceutical advertising in China. Proceedings for Chinese consumer culture and advertising education conference, 107-122, Taiwan: National Chengchi University. (In Chinese)
  • Chinese consumers' attitudes toward pharmaceutical advertising. In D.H. Smith (ed.), Health communication and China, pp. 188-208, Hong Kong: The David C. Lam Institute for East-West Studies
  • Television advertising regulation in Hong Kong and China. In Joseph M. Chan, Leonard L. Chu, Zhongdang Pan (Eds.), Mass communication and market economy, pp. 103-114, Hong Kong: Lo Fung Learned Society. (In Chinese)
• 1996
  • Chinese viewers' perception of informative and emotional television commercials International Journal of Advertising, 15(2), 152-166.
  • Environmental attitudes and behaviors of secondary school students in Hong Kong. The Environmentalist, 16, 297-306
• 1995
  • Information content of television advertising in Hong Kong and China. Journal of Asian Pacific Communication 6(4), 231-244.
  • Information content of television advertising in China. International Journal of Advertising 14(4), 365-373.
  • Illegal Pharmaceutical advertising in China. Gazette 56, 73-39. [In Chinese]
  • Information in Chinese television advertisement. Xinwen Yu ChuanboYanjiu (Journalism and Communication Research) 2, 66-69.
  • (with Zhuang Hong-ming and Xu Qing-mao) Quantitative analysis of television news in China, Zhong Guo Guang Bo Dian Shi Xue Kan (China Radio and TV Academic Journal) 6(52), 39-40, 24. [In Chinese]

Conferences

• 2009
  • Chan, K. (2009) Co-chairing a special topic session with Dr. Gayle Kerr “The need for a shared approach to Advertising Education: The role of Academic Associations, Industry Associations and related stakeholders in an evolving advertising environment”, American Academy of Advertising 2009 Asia-Pacific Conference, Beijing, China, May 27-30.
  • Chan, K. (2009) Advertising and children in China,American Academy of Advertising 2009 Asia-Pacific Conference, Beijing, China, May 27-30.
  • Chan, K. (2009) Use of celebrity in television commercials of youth products, American Academy of Advertising 2009 Asia-Pacific Conference, Beijing, China, May 27-30.
  • Chan, K. (2009) What advertising and communication students are expecting for their career, American Academy of Advertising 2009 Asia-Pacific Conference, Beijing, China, May 27-30.
  • Chan, K. and Cheng, H. (2009) Materialism and consumer socialization: A semiotic analysis of personal loan advertisements in Hong Kong, Media and Healthy Development in Adolescence Conference, Hong Kong Baptist University, Hong Kong, May 3-6.
  • Diehl, S., Terlutter, R., Chan, K. and Mueller, B. (2009) Consumer skepticism toward advertising in general vs. pharmaceutical advertising: A cross-cultural examination of three countries, 8th International Conference on Research in Advertising (ICORIA), Klagenfurt, Austria, June 25-27.
    

• 2008
  • (with Gronhoj, A., Bech-Larsen, T., and Prendergast, G.) Teenagers’ perceptions of strategies aimed at reducing “unhealthy” consumption practices, Child and Teen Consumption 2008, Trondheim, Norway, April 24-25.
    (with Prendergast, G., Gronhoj, A. and Bech-Larsen, T.) Communicate healthy eating to adolescents in Hong Kong, 2008 Health Communication Series: Enhancing communication in health care, Hong Kong Baptist University, February 22-March 16.
• 2007
  • (with Hu, F.) Perception of possessions and personality traits among urban children, British psychological society social psychology section conference, Kent, U.K., September 5-7.
  • (with Cai, X. and Fang, W.) Cultivation effects of television advertising: An urban-rural comparison, Association for Education in Journalism and Mass Communication 2007 Convention, Washington D.C., US, August 9-12.
  • (with Cai, X.) Television advertising and idealized image of “good life” among adolescents in rural China, 6th International Conference on Research in Advertising (ICORIA), Lisbon, Portugal, June 29-30.
  • (with Zhang, C.) Advertising consumption and materialism amongst Chinese youth, 6th International Conference on Research in Advertising (ICORIA), Lisbon, Portugal, June 29-30.
  • (with Fullerton, J.A., Kendrick, A., Hamilton, M. and Kerr G.) Attitudes toward American brands and Brand America in three Pacific Rim countries, American Academy of Advertising 2007 Asia-Pacific Conference, Hong Kong, May 31 to June 2.
  • Promoting healthy eating among elementary school students in Hong Kong, American Academy of Advertising 2007 Asia-Pacific Conference, Hong Kong, May 31 to June 2.
• 2006
  • (with Fang, W.) Use of traditional media and Internet among young people, Conference on Digital Communication and Social Transformation: Chinese Societies and Beyond, Hong Kong Baptist University, Hong Kong, December 15-17.
  • (With G. Prendergast) Effect of interpersonal communication and advertising viewing: A youth survey, American Academy of Advertising 2006 Conference, Reno, Nevada, March 28-31.
• 2005
• Materialism among children in urban China, American Academy of Advertising Special 2005 Asia-Pacific Conference, Hong Kong, June 1-4.
• 2004
  • (with Fanny Chan) Information content of television advertising in China: An update, 3rd Annual Hawaii International Conference on Social Science, Hawaii, US, June 15-19.
  • (with Fei Shen) Parental Attitudes towards Children's Internet Use and Online Advertising in Hong Kong, 3rd Annual Hawaii International Conference on Social Science, Hawaii, US, June 15-19.
  • (with Young Sook Moon) Gender portrayals and the gender of nations: An extended study in Asian cultures, 3rd International Conference on Research in Advertising, Oslo, Norway, June 6-8.
  • (with Fanny Chan) Advertising to children in China: A study of children's TV media environment, Korean Academy of Marketing Science Annual conference, Seoul, Korea, May 22.
  • (with Wenrong Xia and Fanny Chan) Consumer behavior reflected in a Chinese TV cartoon series: The big head son and the small head dad, Chinese Association of Communication/Chinese Communication Association conference, Shanghai, China, January 5-7. [In Chinese]
• 2003
  • (with James McNeal) Regulation of children's advertising in China, Australia and New Zealand International Business Academy Annual Conference, Dunedin, New Zealand, November 7-8.
  • invited session speaker, A cross-cultural perspective on children's understanding of commercial communications, Conference on Economic Socialization, Exeter, UK, July 11-12, 2003
  • (with Young Sook Moon) A cross-cultural analysis of advertising appeals in Hong Kong and Korean television commercials, Association for Consumer Research 2003 European Conference, Dublin, Ireland, June 4-7, 2003.
  • (with James McNeal) Chinese children's understanding of television advertising, Annual Conference of the American Academy of Advertising, Denver, Colorado, March 27-30.
• 2002
  • (with Young Sook Moon) Gender portrayal of Korean and Hong Kong children's television commercials, International Communication Association 2002 Annual Conference, Seoul, Korea, July 15-19.
  • 2002 Conference chair, "Marketing Communication Strategies in a Changing Global Environment", Hong Kong Baptist University, Hong Kong, May 22-24.
  • (with Young Sook Moon) Cultural Values Manifest in Hong Kong and Korean Television Commercials, Marketing Communication Strategies in a Changing Global Environment Conference, Hong Kong Baptist University, Hong Kong, May 22-24.
  • (with James McNeal) An exploratory study of children's perception of television advertising in urban China, Marketing communication in a changing global environment Conference, Hong Kong Baptist University, Hong Kong, May 22-24.
  • (with S.F. Chan) Love and money: Chinese couples' decisions on wedding expenses, Association of Consumer Research 2002 Asia Pacific Conference, Beijing, May 16-18.
  • Gender portrayal of US children's television commercials: 50s and 60s, Annual Conference of the American Academy of Advertising, Jacksonville, Florida, March 21-24.
• 2001
  • (with Hong Cheng) Public service announcements in China: New tool for advocating social values, China Communication Association 2001 Conference, Hong Kong, July 3-5.
  • (with Brian Wong) Use and evaluation of the web: A case in Hong Kong, American Academy of Advertising Special 2001 Asia-Pacific Conference, Kisarazu, Japan, May 31-June 1.
  • (with Helen Yik) Gender portrayal in Hong Kong children's television advertising, Advertising and Transnational Culture in Asia, Workshop sponsored by the Transnational China Project, Rice University, and The Center for the Study of Globalization and Cultures, University of Hong Kong, Hong Kong, March 5
• 2000
  • Children's trust in television advertising and parental influence: A Hong Kong study, Association of Consumer Research annual conference, Salt Lake City, Oct. 20-23.
  • (with Dr. Hong Cheng, Bradley University) One Country, two systems: Cultural values reflected in Chinese and Hong Kong television commercials, Annual Conference of the American Academy of Advertising, Newport, Rhode Island, April 14-17.

Community or Professional Service

• 2009 Conference chair, Media and Healthy Development in Adolescence, May 3-6, Hong Kong Baptist University
• 2009 Journal reviewer, Young Consumers
• 2009 Journal reviewer, Asian Journal of Communication
• 2008- Member, Board of Editors, Communication Theory
• 2008 Conference chair, Youth and Healthy Development
• 2008- Member, Editorial Advisory Board, Asian Journal of Business Research
• 2008 Journal reviewer, Mass Communication and Society
• 2008 Journal reviewer, Young Consumers Special Issue
• 2008 Journal reviewer, Young Consumers
• 2008- Member, Editorial Board, The Open Communication Journal
• 2008 Journal reviewer, International Sociology
• 2007 Journal reviewer, Journalism and Mass Communication Quarterly
• 2007 Journal reviewer, Asian Journal of Communication
• 2007 Journal reviewer, Young Consumers
• 2007 Journal reviewer, Chinese Journal of Communication and Society
• 2006 External examiner of Ph.D.'s thesis, City University of Hong Kong
• 2006 External examiner of Master’s thesis, Chinese University of Hong Kong
• 2006 External examiner of master's thesis, The Hong Kong Polytechnic University
• 2006 Invited journal reviewer, Journal of Advertising
• 2006 Invited reviewer, AEJMC 2006 Annual Conference, Advertising Division
• 2006 Invited journal reviewer, Asia Pacific Journal of Marketing and Logistics
• 2006 Invited journal reviewer, Journal of Children and Media
• 2006 Member, Accreditation of Program Area of Vocational Training Council                                                                                                      
• 2006 Panel member, Vocational Training Council – Discipline Review
• 2005 Conference co-chair, American Academy of Advertising 2005 Asia Pacific Conference, Hong Kong.
• 2005 External Examiner of Master’s thesis, Hong Kong Polytechnic University
• 2005 Hong Kong coordinator, Michigan State University summer study abroad program “Advertising in Asia”
• 2005 Invited journal reviewer, Journal of Advertising: Specific issue on international advertising
• 2005 Invited journal reviewer, Journalism and Mass Communication Quarterly
• 2004 External Assessor, HKU SPACE
• 2000-2005, Member, International Advertising Education Committee, American Academy of Advertising
• 1999-2002, Action Committee Against Narcotics Sub-committee member on Research, Narcotics Division, Hong Kong Government.

Visual Projects (Pictures)

Each project is a collection of pictures about a specific area of consumer and communication studies .

• Visual Project 1 - Rural Consumption in China
• Visual Project 2 - Shops in South Korea
• Visual Project 3 - Chinese New Year in Hong Kong
• Visual Project 4 - Shops in New Zealand
• Visual Project 5 - Shops in Shanghai, China
• Visual Project 6 - Perception of material possession among the Hong Kong adolescents
• Visual Project 7 - Perception of material possession among Mainland Chinese children
• Visual Project 8 - Perception of material possession among the Hong Kong children
• Asia Pacific Conference Of The American Academy Of Advertising & Korea Advertising Society
  

Visual Projects (Tapes and DVDs)

• 2005
  • (with Jame McNeal) Children and brands in urban China, DVD, 26 minutes.
• 2004
  • Management of a Creative agency and adverting creativity in Hong Kong. Interview with K.C. Tsang, Chan Tsang Wong Chu Mee, Advertising Firm, DV tape, 25 minutes.
• Advertising Media Planning in Hong Kong. Interview with K.K. Tsang, MindShare Hong Kong Limited, DV tape, 23 minutes.
• Advertising Media Planning in China. Interview with Steven Chang, Zenithoptimedia, China, DV tape, 35 minutes.
• Management of a Full Service Advertising Agency. Interview with Royce Yuen, Ogilvy & Mather Advertising, DV tape, 25 minutes.
• Career planning and getting a job in the advertising industry. Interview with Dennis Wong, Leo Burnett Limited China/Hong Kong, DV tape, 31 minutes.
• Television Advertising Censorship in Hong Kong. Interview with Sandy Li, Television Broadcastings Limited, DV tape, 33 minutes.
• Branding in China. Interview with Tom Doctoroff, J Walter Thompson Co Ltd, DV tape, 29 minutes.
• Measuring the advertising effectiveness, Interview with Amy Lee, ACNielsen, DV tape, 33 minutes.
  
• 2003
  • (with James McNeal and Fanny Chan) How children in rural China become consumers, VHS tape, 21 minutes.

Newspaper Articles

• 2006
  • 《丹麥課室內外丹麥的丹麥人》Danish inside and outside danish classroom), D6, MingPao, 19 October.
  • 《香港青少年認為擁有名牌 = 擁有甚麼？》(What does the possession of branded good mean to adolescents?), D4, Ming Pao, 22 March.
  • 《遠赴學術會議為的不止十五分鐘》(Attending international academic conference is not just for a 15 minutes time.), p.7, Hong Kong Economic Journal, 20 May.
  • 《丹麥暑期大學重文化交流》(Cultural exchange is emphasized on the summer programs of Copenhagen University.), p.20, Hong Kong Economic Journal, 3 June.
  • 《教授內地碩士生的一些啟發》(Inspiration from teaching the master students from mainland China.), p.20, Hong Kong Economic Journal, 10 June.

Teaching

• Current Courses
  • COMM 4220 - Advertising Management (Storyboards by Students)
  • PRA 3140 - Special Topics in Public Relations & Advertising
  • PRA 1120 - Principles and Methods of Advertising
  • PRA 2130 - Advertising Media Planning
  • PRA 2140 - Consumer Perspectives in Advertising and public relations
• PRA 3460 - Advertising and Social Communication (Ad Critiques by Students ) (Students' Work 2006)
• Past Courses
  • COMM 2320 - Communication Research
  • COMM 4020 - Approaches and Methods in Communication Research
  • COMM 4170 - Communication Campaign Workshop
  • PRA 1610 - Introduction to Public Relations and Advertising
  • PRA 2110 - Advertising Copy Writing
  • PRA 3110 - Advanced Advertising Copy Writing

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