Staff Profile

Chloe Huang is a Lecturer in Marketing at Newcastle University Business School. She conducts experimental research in the area of consumer behaviour. Her research interest is the study of consumer information processing, particularly in relation to sustainable consumption, consumer ageing, branding, and sensory marketing. Her research has been presented at top international academic conferences, such as the Association for Consumer Research (ACR), the Society for Consumer Psychology (SCP), and the European Association for Consumer Research (EACR), and published in peer-reviewed academic journals, including Psychology & Marketing. 

Chloe Huang received her Ph.D. degree in marketing and obtained her M.A. degree in Fashion Merchandising from the Hong Kong Polytechnic University. 

Chloe Huang's current research focuses on various topics concerning marketing practices and consumer psychology. Her research interests can be categorised into four main streams:

• sustainable consumption
• consumer ageing
• branding
• sensory marketing

Funded Research Projects

• BA/Leverhulme Small Research Grants 2022: Environmental Friendliness and Product Design Project
• Monash Business School / Newcastle University Business School Collaborative Grants (NAMAWARDS): The Power of Equality: How Women-Owned Businesses Shape Consumer Responses

Current teaching:

Module MKT1103 Introduction to Marketing (UG, Module Leader)

Module MKT2012 Consumer Behaviour (UG)

Module NBS8526 Principles of Marketing (PG)

Previous teaching:

Module NBS8562 Contemporary Trends in Marketing (PG)

Current dissertation supervisor for:

MKT3096 (UG)

Previous dissertation supervisor for:

NBS8300 (MSc OLSCM)

NBS8011 (MSc Digital Business)

NBS8512 (MSc International Marketing)

• Articles

  • Huang J, Xu F, Jiang Y. I want to remember: Preference for visual intensity in sentimental purchases. Psychology and Marketing 2023, 40(7), 1361-1371.
  • Song J, Huang J, Jiang Y. Mitigating the negative effects of service failure through customer identification. Psychology & Marketing 2022, 39(4), 715-725.

• Conference Proceedings (inc. Abstracts)

  • Huang Chloe, Song Jiaqi (Flora), Jiang Yuwei. The Effortful-Aloofer Effect: Why Personal Effort Decreases Word of Mouth. In: European Association for Consumer Research (EACR) Conference. 2023, Amsterdam, The Netherlands.
  • Huang C, Xu Fei (Katie), Jiang Y. I want to remember: Preference for visual intensity in sentimental purchases. In: Association for Consumer Research Annual Conference. 2023, Seattle, Washington, United States.
  • Huang J, Fan L, Jiang Y. No Time to Enjoy the Extra! Aging and Consumer Reaction Toward Volume-Based Promotion. In: Association for Consumer Research Annual Conference. 2021, Online: Association for Consumer Research.
  • Huang J, Fan L, Jiang Y. The Impact of Aging on Consumers’ Reaction Toward Volume Promotions. In: Association for Consumer Research Annual Conference. 2019, Atlanta, Georgia, USA: Association for Consumer Research.
  • Huang J, Jiang Y. The Role of Numerical Identification in Customer Reaction Toward Service Failure. In: Association for Consumer Research Annual Conference. 2018, Dallas, TX, USA: Association for Consumer Research.
  • Huang J, Jiang Y. The Effortful-Aloofer Effect: Why Personal Effort Decreases Word-of-Mouth?. In: Society for Consumer Psychology Winter Conference. 2018, Dallas, TX, United States.
  • Huang Jiexian (Chloe), Jiang Yuwei. Bragging About Effort? Personal Effort Decreases Word-Of-Mouth. In: Association for Consumer Research Annual Conference. 2018, Dallas, TX, United States: Association for Consumer Research.