HE Dongjin 賀冬錦

Education

BBA JUFE; MSc ZUEL; PhD PolyU

Research Interests

Social influence on consumer behavior, visual marketing, prosocial behavior, social signaling, social relationship, gift giving, alliance, marketing communications, self-control, branding, information concealment and disclosure, information processing, lay theories, visual art, product and promotional design

Teaching

Advertising and Integrated Marketing Communications, Global Business Environment, e-Marketing, Social Media Marketing

Selected Publications

He, Dongjin, Yuwei Jiang, and Gerald J. Gorn (2022),"Hiding in the Crowd: Secrecy Compels Consumer Conformity," Journal of Consumer Research, 48(6), 1032-1049. (UTD24; impact factor: 10.5)  

Song, Jiaqi, Dongjin He, and Yuwei Jiang (2023), “The Negative Handmade Effect: How and Why Control Deprivation Thwarts Desire for Handmade Products,” Psychology & Marketing, 1–15.  (impact factor: 9.1) 

Sun, Zhuanlan, Dongjin He, and Yiwei Li (2024), “How the readability of manuscript before journal submission advantages peer review process: Evidence from biomedical scientific publications,” Journal of Informetrics, 18(3), 101547. (impact factor: 3.5) 

He, Dongjin*, Ce Liang*, Fangyuan Chen*, and Yuwei Jiang* (2025), “Heartbreakers Must Be Punished! Consumer Reaction toward Brand Alliance Termination,” Journal of Business Research, 201, 115692. (impact factor: 9.8) 

(The four authors share equal first authorship.)

Liu, Qianqian*, Dongjin He*, and Yuwei Jiang (2025) “Loose = fun? How interstitial space in brand logos affects product perception,” Journal of Business Research, 192, 115295. (impact factor: 9.8) 

(The first two authors share equal first authorship.)
 

He, Dongjin, Qianqian Liu, Xing-Yu (Marcos) Chu, Meng Wang, and Yuwei Jiang (2025), “Gifts to Say Goodbye: Consumer Preferences for Farewell Gifts,” Journal of Business Research, 199, 115553. (impact factor: 9.8)

Wang, Meng, Flora F. Gu, Danyang Zhao, and Dongjin He (2025), “Sales Representative vs. Firm Commitment: The Moderating Role of National Distance,” Industrial Marketing Management, 127, 119-132. (impact factor: 7.5) 

He, Dongjin*, Lican Wei*, Jie Wang*, C. Clark Cao, and Dickson Tok (2026), "Handmade Brands and Product Variety Perception: The “Handmade = Small Variety” Belief,” Marketing Letters, 37(1), 13. (impact factor: 3.6) 

(The first three authors share equal first authorship.)

Wang, Jie*, Dongjin He*, Yiwei Li, and Yuwei Jiang (2026), “Exploring the Impact of Inter-text Space on Consumer Reactions in Customer-Firm Communication”, Journal of Business Research, 210, 116111. (impact factor: 9.8) 

(The first two authors share equal first authorship.)

Dongjin He and Yuwei Jiang (2026), “Not the Real Me! Effects of Secrecy on Consumers’ Regret about Their Consumption Decisions,” Psychology & Marketing, accepted. (impact factor: 9.1)

_{Underlined names indicate co-authors who were PhD students when the research commenced or was in progress}            

_{* denotes equal first authorship}          

Selected Grants

Grant from Hong Kong Research Grants Council:

Early Career Scheme (ECS), Principal Investigator, 2021, HK$382,979

Grant from Lingnan University:

Direct Grant, Principal Investigator, 2025, HK$80,000
Faculty Research Grant, Principal Investigator, 2024, HK$50,000
Faculty Research Grant, Principal Investigator, 2023, HK$50,000
Direct Grant, Principal Investigator, 2023, HK$100,000
Lam Woo Research Fund—Project Grant, Principal Investigator, 2022, $190,000
Lam Woo Research Fund—Project Grant, Principal Investigator, 2021, $155,000
Faculty Research Grant, Principal Investigator, 2021, HK$50,000
Faculty Research Grant, Principal Investigator, 2020, HK$50,000
Lingnan University, Research Seed Fund, 2020, HK$40,000

Grant from National Natural Science Foundation of China (NSFC):

General Program Project, Co-Investigator, 2022, RMB450,000
General Program Project, Co-Investigator, 2025, RMB400,000

Honors and Awards

Excellent paper award, 2025 Asia-Pacific Marketing Academy Annual Conference, 2025

Best Consumer Behavior Working Paper, 2024 Asia-Pacific ACR conference, 2024

Research & Knowledge Transfer Fund Award, Lingnan University, 2021

Invited Doctoral Fellow, AMA-Sheth Foundation Doctoral Consortium, 2019

Departmental PhD Research Award, 2019

Honorable Mention, 2017 SCP Dissertation Proposal Competition, 2017

PROFESSIONAL SERVICES

Ph.D. advising:

Lican Wei (Chief Supervisor; 2023-present)

Editorial Board:

Editorial Review Board, Journal of Advertising Research (SSCI: Q1, A rank in ABDC list, 2025-present) 
Editorial Review Board, Psychology & Marketing (SSCI: Q1, A rank in ABDC list, 2026-present)

Trainee Reviewer:

Journal of Consumer Research

Conference Reviewer:

Association for Consumer Research (ACR) Annual Conference; Society for Consumer Psychology (SCP) Conference; European Association for Consumer Research (EACR) Conference

Journal Reviewer:

International Journal of Research in Marketing; Australasian Marketing Journal; Journal of Business Research, Marketing Letters, Psychology & Marketing; Asian Journal of Social Psychology; Acta Psychologica Sinica; Journal of Behavioral Decision Making; Journal of Marketing Science

Professional Affiliations

Association for Consumer Research

Society for Consumer Psychology

American Marketing Association

INFORMS