Dr Jen-Hsien Hsu

Lecturer in Marketing

School/Department: School of Business



Dr Jen-Hsien Hsu is a Lecturer (Assistant Professor) in Marketing at the University of Leicester School of Business. He obtained his PhD in Marketing at the University of Leeds with a special interest in psychology and decision-making. Before moving to the UK, he worked in the area of sports marketing and administration in Taiwan. He participated the organisation of a mega sports event termed "2009 Taipei Summer Deaflympics Games" and worked closely with the Chinese Taipei Olymplic Committee for international affairs.


My research lies in the area of psychology and consumer decision-making with a special interest in ethical choices, social persuasion (communication effectiveness), social media behaviours, sports, and gift-giving.  I focus on consumer information processing and study how situational cues (e.g., framing and heuristics) interact with consumer's chrnoic traits/ values and inform the decisions. 


  • Hsu, J-H and Omar, S. (2021) "To Give Or Not to Give: the Roles of Narcissistic Grandiosity and Vulnerability in Gift-Giving", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN: Association for Consumer Research, Pages: 77-80. (CABS 2)

  • Omar, S., Mohsen, K., Tsimonis, G., Oozeerally, A., & Hsu, J.-H. (2021). M-commerce: The nexus between mobile shopping service quality and loyalty. Journal of Retailing and Consumer Services, 60, 102468. (CABS 2) 


I look forward to working with PhD students who are interested in the area of psychology and decision-making. I particularly welcome proposals from the following agendas:
  • Ethical Consumption
  • Social Persuasion/ Marketing Communication 
  • Social Media Behaviour
  • Sports Marketing 
  • Gift-Giving 


Consumer Behaviour (UG, Module Lead)
Marketing Management (PG)
Dissertation Supervision (UG & PG)

Project Supervision (PG)




  • 2023 IEF ECR Workshop on Sustainability. University of Leicester (Co-Invigilator), Amount: £1,200
  • 2022 Marketing Trust, ECR Workshop Fund. Academy of Marketing (Co-Invigilator), Amount: £1,500
  • 2019 MOST Add-on Grant for International Cooperation. Taiwan, Amount: £2,000 (equivalent)


  • Sung, K., Hughes, P., and Hsu, J-H (2022). Exploratory multiple case study on successful upcycling businesses: ChopValue, Freitag and Pentatonic. British Academy of Management (BAM) 2022 Conference. Aug 31st- Sep 2nd, Manchester, UK.

  • Hsu, J-H & Omar, S (2020). To Give Or Not to Give: the Roles of Narcissistic Grandiosity and Vulnerability in Gift-Giving. 2020 Association For Consumer Research North American Conference. Oct 1st- 4th, Paris, France.

  •  Takhar, A., Moldes, O., Hsu, J-H (2019). The Relational Consumer: Pro-Social Spending and Gift Giving Behaviours. The 2019 Summer AMA conference, August 9-11, Chicago, US

  • Hsu, J-H and Brakus, J. (2018). The influence of multi-modal sensory primes on consumers’ evaluation of green products. The 2018 Global Marketing Conference (GAMMA)- Neuromarketing and Psychophysiology. July 26 – 29, Tokyo, Japan.

  • Hsu, J-H and Brakus, J. (2018). Of morals and scents: How multi-modal priming affects consumers’ green product evaluations. European Marketing Academy Annual Conference 2018. May 29- June 1, Glasgow, UK.

  • Bruzzone, Agostino G., Agresta, Matteo, and Hsu, J-H (2017). Human Behavior social networks and social influence: An application for simulating green product consumption diffusion, Workshop on Applied Modelling and Simulation (WAMS conference) 2017, September 26-29, Florence, Italy.

  • Hsu, J-H. (2016) ‘Of morals and scents: How consumers’ physical sensation of cleanliness affects their evaluations of green products’, Academy of Marketing Conference 2016, July 5-7, New Castle, UK

  • Hsu, J-H. (2014) ‘Bodily Perception and Consumers’ Choice of Ethical Products?’, White Rose DTC Business and Management Conference, July 14-15, York, UK

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