The Liberal Arts University in Hong Kong
The Liberal Art University in Hong Kong
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吳 佳 恩

OH Ga-Eun, Grace

Research Assistant Professor
Department of Marketing & International Business

Voice:  (852) 2616 8230
Fax:     (852) 2467 3049
Email:  [email protected]

BBA, MS (Marketing) Seoul National; PhD (Marketing) HKUST

Research Interests
Consumer psychology, Self-control, Food consumption, Health behaviour, Aging consumers/workers, Social Influence, Creativity and innovation, Conspicuous consumption

Consumer Behaviour; Global Business Environment; Advertising and Intergrated Marketing Communications

Selected Publications
Oh, Ga-Eun (Grace)*, Ralf van der Lans, and Anirban Mukhopadhyay (2022), “Choice Architecture Effects on Indulgent Consumption: Evidence of Combining Nudges at an Ice-Cream Store,” Journal of the Association for Consumer Research, 7 (4), 450-460. 5.

Oh, Ga-Eun (Grace)*, Murod Aliyev, Mario Kafouros, and Alan Kai Ming Au (2022), “The Role of Consumer Characteristics in Explaining Product Innovation Performance: Evidence from Emerging Economies,” Journal of Business Research, 149, 713-727.

Baek, Eunsoo and Ga-Eun (Grace) Oh* (2021), “Diverse Values of Fashion Rental Service and Contamination Concern of Consumers,” Journal of Business Research, 123, 165-175.

Oh, Ga-Eun (Grace)*, Young Eun Huh, and Anirban Mukhopadhyay (2021), “Inducing Consumers to Use Calorie Information: A Multinational Investigation,” Psychology and Health, Advance online publication.

Oh, Ga-Eun (Grace)*, Young Eun Huh, and Anirban Mukhopadhyay (2021), “Informed Indulgence: The Effects of Nutrition Information Provision and Dietary Restraint on Consecutive Food Consumption Decisions,” Psychology and Health, 36 (11), 1314-1335.

Oh, Ga-Eun (Grace)* (2020), “When Dessert Comes Close: The Effects of Anticipating Indulgent Consumption and Dietary Restraint on Healthy Food Preference at Restaurants,” International Journal of Hospitality Management, 90, 102614.

*Corresponding author

Principal Investigator, “The Influences of Subjective Age on Status and Conspicuous Consumption,” GRF (General Research Fund), Hong Kong Research Grants Council, 2023, HK$442,714.

Principal Investigator, “Restraining amidst Green-Eyed Monsters: The Effects of Being Envied on Indulgent Consumption,” Early Career Scheme (ECS), Hong Kong Research Grants Council, 2022, HK$547,000.

Principal Investigator, “Age, Status, and Conspicuous Consumption,” Faculty Research Grant, Lingnan University, 2022, HK$50,000.


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