Dr. Candy Pun San FONG

Assistant Professor in Marketing

 

Faculty of Business Administration
University of Macau, E22
Avenida da Universidade, Taipa, Macau, China

Room: E22-1057
Telephone: (853) 8822-8885
Fax: (853) 8822-2377
E-mail: punsanf

 

Academic Qualifications  

  • PhD in Marketing, Hong Kong University of Science and Technology, Hong Kong, 2006
  • MBA in Marketing, Hong Kong University of Science and Technology, Hong Kong, 1996
  • BSS in Economics, University of Macau , Macau, 1994

 

Teaching Courses

  • Principles of Marketing (MKTG220)
  • Consumer Behavior (MKTG340)
  • Sales Management (MKTG421)

Research Interests  

  • Consumer Psychology
  • Retailing Psychology
  • Marketing Research
  • Negative Publicity

 

Publications

 

Journal papers, books and book chapters

  1. Fong, Candy P. S. (2013), "Retail Bargaining in China", Asia Pacific Journal of Marketing and Logistics, 25 (4), 674-694.
  2. Fong, Candy P. S. and Robert Wyer (2012), "Consumers' Reactions to a Celebrity Endorser Scandal", Psychology & Marketing, 29 (11), 885-896.
  3. Hong, Y. Y, Robert Wyer & Candy P. S. Fong (2008). "Chinese Working in Groups: Effort Dispensability versus Normative Influence", Asian Journal of Social Psychology, 11, 187-195.
  4. Fong, Candy P.S. and Robert Wyer (2003). "Cultural, Social and Emotional Influences on Decision under Uncertainty", Organizational Behavior and Human Decision Process, 90, 304-322.

 

Conference Papers

  1. Fong, Candy P. S., Russell Belk & Gerald Gorn (2013), "I am a Hello Kitty: The Incorporation of a Cartoon Character into Self Concept", Proceedings of AMA Winter Marketing Educators' Conference, Las Vegas, USA.
  2. Fong, Candy P. S. (2011), "When Bad Things Happened to Good Company: The Impact of Superstitious Belief on Patronage Intention", Proceedings of ANZMAC 2011, Perth, Australia.
  3. Fong, Candy P. S. (2010), "An Investigation of Consumer Bargaining in Actual Retail Setting", Proceedings of INFORMS Marketing Science Conference, Cologne, Germany.
  4. Fong, Candy P. S. (2009), "An Empirical Study of the Impact of Negative Endorser Publicity on Brand Attitude and Purchase Intention", Proceedings of America Academy of Advertising Asia-Pacific Conference, Beijing, China.
  5. Adaval, Rashmi., Brian Wansink & Candy P. S. Fong (2009), “Perceptions of Agency and Valence of Affect: How Do They Influence Your Motivation to Seek Something Different?” Proceedings of Society for Consumer Psychology 2009 Winter Conference, San Diego, USA.
  6. Fong, P. S. (2008). An Investigation of Consumer Bargaining in Actual Retail Setting. Proceedings of the Cultural Perspectives in Marketing Conference - Academy of Marketing Science Vol.7, New Orleans, USA.

 

Faculty of Business Administration

University of Macau