Department of Marketing

About the School

Academic Departments


Associate Professor, Department of Marketing

Academic & Professional Qualifications

BBA CUHK, MPhil CUHK, MA, PhD Illinois at Urbana-Champaign

Research Interests

Globalization and Self, Self-identity and Consumer-brand Interactions

  • Torelli, Carlos J., Ahluwalia, R., Cheng, S. Y. Y., Olson, Nicolas J., & Stoner, Jennifer J. (2017). Redefining Home: How Cultural Distinctiveness Affects the Malleability of In-Group Boundaries and Brand Preferences. Journal of Consumer Research, 44(1), 44-61.
  • Kung, Franki Y.H., Kim, Y., Yang, Daniel Y.-J., & Cheng, Shirley Y. Y. (2016). The Role of Regulatory Fit in Framing Effective Negative Feedback Across Cultures. Journal of Cross-Cultural Psychology, 47(5), 696-712.
  • Chen, X., Leung, Angela K., Yang, Daniel Y., Chiu, C., Li, Z., Cheng, Shirley Y. Y. (2016). Cultural Threats in Culturally Mixed Encounters Hamper Creative Performance for Individuals With Lower Openness to Experience. Journal of Cross-Cultural Psychology, 47(10), 1321-1334.
  • Cheng, Shirley Y. Y., Chao, Melody M., Kung, F., & Kwong, Jessica Y. Y. (2013). Exploring the Psychological Mechanism Behind Exclusionary Reactions to Foreign Companies: The Questions of Who and Why. Advances in Consumer Research, 41.
  • Hung, K., Tse, Caleb H., & Cheng, Shirley Y. Y. (2012). Advertising Research in the Post-WTO Decade in China: Meeting the Internationalization Challenge. Journal of Advertising, 41(3), 121-145.
  • Cheng, Shirley Y. Y., White, T., & Chaplin, L. (2012). The Effects of Self-Brand Connections on Responses to Brand Failure: A New Look at the Consumer-Brand Relationship. Journal of Consumer Psychology, 22(2), 280-288.
  • Kashima, Y., Shi, J., Tsuchiya, K., Kashima, Emiko S., Cheng, Shirley Y. Y., Chao, M. M.; Shin, S. S.; (2011). Globalization and Folk Theory of Social Change: How Globalization Relates to Societal Perceptions about the Past and Future. Journal of Social Issues, 67(4), 696-715.
  • Yang, Daniel Y. J., Chiu, C., Chen, X., Cheng, Shirley Y. Y., Kwan, Letty Y. Y., Tam, K. P.; Yeh, K. H. (2011). Lay Psychology of Globalization and Its Social Impact. Journal of Social Issues, 67(4), 677-695.
  • Chiu, C., Gries, P., Torelli, Carlos J., & Cheng, Shirley Y. Y. (2011). Toward a Social Psychology of Globalization. Journal of Social Issues, 67(4), 663-676.
  • Torelli, Carlos J., & Cheng, Shirley Y. Y. (2011). Cultural Meanings of Brands and Consumption: A Window into the Cultural Psychology of Globalization. Social and Personality Psychology Compass, 5(5), 251-262.
  • Cheng, Shirley Y. Y., Rosner, Jennifer S., Chao, M., Peng, S., Chen, X., Li, Y.; Kwong, J. Y. Y.; Hong, Y.; Chiu, C. (2011). One world, One dream? Intergroup consequences of the 2008 Beijing Olympics. International Journal of Intercultural Relations, 35(3), 296-306.
  • Cheng, Shirley Y. Y., Chao, M., Kwong, Jessica Y. Y., Peng, S., Chen, X., Kashima, Y.; Chiu, C. (2010). The Good Old Days and a Better Tomorrow: Historical Representations and Future Imaginations of China During the 2008 Olympic Games. Asian Journal of Social Psychology, 13(2), 118-127.
  • Chiu, C., & Cheng, S. Y. Y. (2007). Toward a Social Psychology of Culture and Globalization: Some Social Cognitive Consequences of Activating Two Cultures Simultaneously. Social and Personality Psychology Compass, 1, 84-100.
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