Incoming PhD Student in Marketing
Beth Chen
City University of Hong Kong
Exploring how pricing, technology, and digital interfaces shape consumer decisions.
About Beth
I am an incoming PhD student in Marketing at City University of Hong Kong. My academic background spans Economics and Professional Accountancy, followed by more than four years of experience in marketing communications and public relations. Working closely with brands and consumer-facing campaigns made me increasingly curious not only about what people choose, but why they choose it. I am now turning that practical experience into research questions about consumer behavior, pricing and promotion, AI and trust, and digital interfaces. This website is a space to share ideas as they develop and connect with others who find them interesting.
Research Interests
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Consumer Behavior
Understanding the psychological processes behind everyday judgments and choices.
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Pricing and Promotion
Exploring how discounts, gifts, timing, and risk-reduction policies shape purchase decisions.
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AI and Consumer Trust
Examining how AI disclosure and technology influence trust, authenticity, and engagement.
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Digital Interfaces and Online Choice
Studying how interface and product-presentation decisions affect evaluation and choice.
Developing Research Ideas
Early-stage ideas I am currently exploring. If one resonates with you, let me know you are interested.
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Stay in Touch
Interested in discussing one of these ideas in the future? Leave your email, and Beth may get in touch.
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