YIMIN CHENG. The Hong Kong University of Science and Technology Phone: Room 4018, Lee Shau Kee Business Building Fax:

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1 YIMIN CHENG The Hong Kong University of Science and Technology Phone: Room 4018, Lee Shau Kee Business Building Fax: Clear Water Bay, Kowloon, Hong Kong EDUCATION Ph.D., Marketing, expected Spring 2017 HKUST Business School The Hong Kong University of Science and Technology, Hong Kong Visiting Scholar, August December 2014 Department of Marketing, the Wharton School M.Sc., (with Distinction), Enterprise Management, June 2011 Guanghua School of Management Peking University, Beijing, China B.B.A., (with Distinction), Marketing, June 2009 Wuhan University, Wuhan, China RESEARCH INTERESTS Consumer Judgment and Decision-Making (with special interest in socially relevant topics) Consumer Beliefs Emotion-Motivation Interface Moral Psychology in Marketing Social Inferences DISSERTATION Three Essays on the Protestant Work Ethic in Marketing Chair: Anirban Mukhopadhyay Committee: Amy Dalton, Young Eun Huh, Gerald Gorn (Hong Kong Polytechnic University), Rom Y. Schrift (Wharton Marketing), Jack A. Goldstone (HKUST Elman Family Professor of Public Policy) PAPERS UNDER REVIEW & IN PREPARATION 1. Cheng, Yimin, Anirban Mukhopadhyay, and Rom Y. Schrift, Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences Cost-Benefit Heuristics in Goal Pursuit, Dissertation Essay 1, forthcoming at Journal of Marketing Research. 2. Cheng, Yimin, Anirban Mukhopadhyay and Patti Williams, Smiling Signals Intrinsic Motivation, revising for 2 nd round review at Journal of Consumer Research.

2 3. Cheng, Yimin and Anirban Mukhopadhyay, C-Sections are the Easy Way Out: How the Protestant Work Ethic Affects Preferences for Natural Healthcare, Dissertation Essay 2, manuscript in preparation. 4. Cheng, Yimin and Anirban Mukhopadhyay, A Sense of Entitlement: The Protestant Work Ethic and Fairness-induced Overconsumption, Dissertation Essay 3, manuscript in preparation. WORK IN PROGRESS 5. Cheng, Yimin and Anirban Mukhopadhyay, Deserving Good Service: The Protestant Work Ethic and Service Recovery, Three experiments completed. 6. Cheng, Yimin, Zike Cao, Xiaoyu Zhou and Kai Yao, Does Adding A Diversity Character Help, Hurt or Have no Influence on Movie Performance? Evidence from Lab and Field, Secondary data analysis and one experiment completed. 7. Cheng, Yimin, Anirban Mukhopadhyay and Xiaoyu Zhou, Wasting Signals Luxury in the Eye of the Beholder: The Role of the Protestant Work Ethic in Luxury Perception One experiment completed. CONFERENCE ACTIVITY (* presenter) Cheng, Yimin*, Anirban Mukhopadhyay, and Patti Williams, Smiling Signals Intrinsic Motivation, To be presented at the Annual Conference of the Society for Consumer Psychology (chaired symposium), San Francisco, CA, 2017 Cheng, Yimin*, Anirban Mukhopadhyay, and Patti Williams, Fun Signals Intrinsic Motivation: Observers Infer Motivation from Expressed Emotion, Annual Conference of the Association for Consumer Research (chaired special session), Berlin, Germany, 2016 Cheng, Yimin*, Anirban Mukhopadhyay, and Rom Y. Schrift, Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences Cost-Benefit Heuristics in Goal Pursuit, Annual Conference of the Association for Consumer Research (chaired special session), New Orleans, LA, 2015 Cheng, Yimin*, Anirban Mukhopadhyay, and Rom Y. Schrift, Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences Cost-Benefit Heuristics in Goal Pursuit, Annual Conference of the Society for Consumer Psychology (chaired symposium), Phoenix, AZ, 2015 Cheng, Yimin* and Anirban Mukhopadhyay, C-Sections are the Easy Way Out: How the Protestant Work Ethic Affects Preferences for Natural Healthcare, Annual Conference of the Society for Consumer Psychology (poster session), Phoenix, AZ, 2015 Cheng, Yimin*, Anirban Mukhopadhyay, and Rom Y. Schrift, The Protestant Work Ethic and Its Role in Outcome Prediction Based on Cost of Means, Annual Conference of the Association for Consumer Research (poster session), Baltimore, MD, 2014.

3 INVITED TALK (* presenter) Cheng, Yimin* and Anirban Mukhopadhyay, C-Sections are the Easy Way Out: How the Protestant Work Ethic Affects Preferences for Natural Healthcare, in Paul Rozin and Geoffrey Goodwin s Lab, Department of Psychology,, November 2014 AWARDS, HONORS, & GRANTS Honorable Mention (i.e., Runner-up), Society for Consumer Psychology Dissertation Proposal Competition Fellow, the 50 th AMA-Sheth Foundation Doctoral Consortium, London, UK 2015 HKUST Business School Dean s PhD Fellowship for Research Excellence Hong Kong Research Grant Council PhD Fellowship Hong Kong PhD Fellowship Travel Grant 2012, 2013, 2014, 2015 HKUST Research Travel Grant Feb, Oct 2015 HKUST Overseas Research Awards 2014 Guanghua School of Management Graduate Fellowship China National Scholarship Outstanding Student Leader, Wuhan University Top 10 Best Students in the City of Benxi 1997 TEACHING EXPERIENCE HKUST Business School Instructor Marketing Management (Undergraduate Core Course, Class size 75) Teaching Evaluation: 86.4/100 (Course Mean 79.1, Department Mean 81.8) Spring 2016 Teaching Assistant Marketing Strategy and Policy (MBA) Instructor: Anirban Mukhopadhyay Spring 2015 TA Evaluation: 86/100 Marketing Strategy and Policy (MBA) Instructor: Joseph C. Salvacruz Summer 2014 TA Evaluation: 81/100 Guanghua School of Management, Peking University Teaching Assistant Advertising (undergraduate) Instructor: Hongxia Zhang Spring 2011 TA Evaluation: 95/100 Marketing Channel (MBA) Instructor: Rui Wang Spring 2010 TA Evaluation not conducted SERVICE Ad-Hoc Reviewer - Journal of Consumer Psychology 2016 Trainee Reviewer - Journal of Consumer Research 2014, 2015 Working Paper Reviewer Association for Consumer Research 2016 North American Conference 2016 Association for Consumer Research 2015 North American Conference 2015

4 Society for Consumer Psychology 2015 Conference 2014 Competitive Paper Reviewer Association for Consumer Research 2015 Asia-Pacific Conference 2015 Society for Consumer Psychology 2015 Conference 2014 AFFILIATIONS Association for Consumer Research Society for Consumer Psychology 2012-present 2014-present DOCTORAL COURSEWORK Information Processing I Information Processing II Seminars on Theories of Social Psychology Advanced Topics of Consumer Psychology Consumer Decision Processes Behavioral Decision Theory Seminar in Consumer Research Experiment Design and Data Analysis Seminar on Marketing Strategy Models Seminar in Quantitative Modeling Statistical Methods for Business and Economics Microeconomic Analysis Anirban Mukhopadhyay A. V. Muthukrishnan Rashmi Adaval Rongrong Zhou Liang Guo Ying Zhao Lancelot James Susheng Wang REFERENCES Anirban Mukhopadhyay Professor of Marketing Associate Dean of Undergraduate Studies School of Business and Management Hong Kong University of Science and Technology Clear Water Bay, Hong Kong Tel: (852) Fax: (852) Anirban.Mukhopadhyay@ust.hk Patti Williams Ira A. Lipman Associate Professor of Marketing The Wharton School 3730 Walnut Street, 762 Jon M. Huntsman Hall Philadelphia, PA Tel: Fax: pattiw@wharton.upenn.edu

5 Rom Y. Schrift Assistant Professor of Marketing The Wharton School 3730 Walnut Street, 700 Jon M. Huntsman Hall Philadelphia, PA Tel: Fax: Yimin Cheng, November 2016