个人简历

初星宇博士现为南京大学营销与电子商务系助理教授(2018-今)，美国西北大学凯洛格商学院访问学者(2017年)。于2017年获得台湾中山大学市场营销学博士学位，其前获得香港中文大学硕士学位以及中国青年政治学院(现中国社会科学院大学)学士学位。
主要研究兴趣包括: 消费心理、广告研究、视觉营销、亲社会行为以及善因营销。研究成果发表在Journal of Marketing (UTD-24), Journal of the Academy of Marketing Science (FT-50), Journal of Advertising Research等市场营销学国际期刊上。论文多次入选ACR、SCP、AMA、EMAC等市场营销学国际会议以及国内营销学会议。现主持国家自然科学基金青年项目1项。
进入学术领域前，曾于香港从事奢侈品品牌管理相关工作。
教学方向
消费者行为研究经典与前沿(博士)(Consumer Behavior Research; Ph.D.)
消费者行为研究(硕士)(Consumer Behavior Research; Master)
市场营销(本科)(Marketing Management; Undergraduate)
网络营销(本科)(E-Marketing; Undergraduate)
教学奖励
2021 第一届南京大学教师教学大赛, 二等奖 (1st Teaching Competition of Nanjing University, Second Prize)
2021 主持南京大学国际化课程建设项目, 南京大学 (International Course Project, Nanjing University)
2020 本科教学奖-谢谢你奖教金, 南京大学商学院 (Teaching Award, School of Business, Nanjing University)
科研奖励
2020 江苏省社科应用研究精品工程奖, 二等奖 (Jiangsu Social Science Applied Research Award, Second Prize)
科研项目
1. 主持人，2020-2022,“距离-价值”效应: 探讨广告中人物模特与产品图像之间的空间距离如何影响价格溢价,” 国家自然科学基金青年科学基金项目，项目编号：71902083，20万。
1. Principle Investigator, 2020-2022, “Distance Makes the Heart Grow Fonder: How Spatial Distance Between Model and Product Influence Price Premium Perception,” National Natural Science Foundation of China (NSFC), Young Scientists Funds, No.71902083, RMB 200,000.

研究领域

消费者心理(Consumer psychology)
广告研究(Advertising research)
视觉营销(Visual marketing)
亲社会行为(Prosocial behavior)
善因营销(Cause-related marketing)"为消费者行为"

近期论文

JOURNAL ARTICLES (#Equal Contribution; *Corresponding author)
9. Chu, Xing-Yu (Marcos), Chun-Tuan Chang*, and Angela Y. Lee* (2021),“Values Created from Far and Near: Influence of Spatial Distance on Brand Evaluation,” Journal of Marketing, 85 (6), 162-175. (UT-Dallas 24)
8. Chang, Chun-Tuan# and Xing-Yu (Marcos) Chu#*(2020), “The Give and Take of Cause-Related Marketing: Purchasing Cause-Related Products Licenses Consumer Indulgence,” Journal of the Academy of Marketing Science, 48(2), 203-221. (Equal Contribution) (Financial Times 50)
7. Chang, Chun-Tuan, Xing-Yu (Marcos) Chu*, and I-Ting Tsai (2021), “How Cause Marketing Campaign Factors Affect Attitudes and Purchase Intention: Choosing the Right Mix of Product and Cause Types with Time Duration,” Journal of Advertising Research, 61(1), 58-77.
6. Chang, Chun-Tuan, Xing-Yu (Marcos) Chu*, and Shih-Ting Kao (2021), “Is Being Cute Helpful or Harmful? How Anthropomorphized Spokes-Characters Affect Consumer Perceptions and Judgments,” Journal of Advertising Research, 61 (2) 225-244.
5. Tok, Dickson, Xi Chen*, and Xing-Yu (Marcos) Chu*(2021), “I Want It! Can I Get It?” How Product-Model Spatial Distance and Ad Appeal Affect Product Evaluations,” Journal of Business Research, 135, 454-463.
4. Chang, Chun-Tuan, Dickson Tok, Xing-Yu (Marcos) Chu*,Yu-Kang Lee, and Shr-Chi Wang (2021),“Does “Hot” Lead to “Not so Hot?” Sexy Images, Indulgent Consumption, and the Impacts of Gender and Self-construal,” European Journal of Marketing, 55(5), 1313-1337.
3. Chou, Hsuan-Yi, Xing-Yu (Marcos) Chu*, and Yu-Han Chiang (2020), “What Should We Call This Color? The Influence of Color-Naming on Consumers’ Attitude Toward the Product,” Psychology & Marketing, 37(7),942-960.
2. Chang, Chun-Tuan, Pei-Chi Chen, Xing-Yu (Marcos) Chu*, Ming-Tsung Kung, and Yi-Feng Huang (2018), “Is Cash Always King? Bundling Product-Cause Fit and Product Type in Cause-Related Marketing,” Psychology & Marketing, 35 (12), 990-1009.
1. Chang, Chun-Tuan*, Yuan-Ciao Wu, Yu-Kang Lee*, and Xing-Yu (Marcos) Chu (2018), “Right Metaphor, Right Place: Choosing a Visual Metaphor Based on Product Type and Consumer Differences,” International Journal of Advertising, 37(2), 309-336.
中文期刊
1. 桂俊杰,Dickson Tok, 初星宇*, 陈曦* (2021),“慈善营销何以成功？从消费者行为视角探讨慈善营销效果、影响因素及其作用机制,”南大商学评论，54,167-199.
会议与工作论文
CONFERENCE PROCEEDINGS
12. Chu, Xing-Yu (Marcos), Dickson Tok, and Junjie (Jensen) Gui (2021),“Why Not Set Pen to Paper? How Typeface Design Influence Charitable Behaviors,” Competitive Paper Session, paper will be presented at 2021 Association for Consumer Research North American Conference (ACR), Virtual, U.S.A.
11. Chu, Xing-Yu (Marcos), Dickson Tok, and Junjie (Jensen) Gui (2021),“Why Not Set Pen to Paper? How Typeface Design Influence Charitable Behaviors,” Competitive Paper Session, paper presentedat 2021 Summer American Marketing Association Conference (AMA), Virtual, U.S.A.
10. Tok, Dickson, Xi Chen, and Xing-Yu (Marcos) Chu (2021), “I Want It! Can I Get It?” How Desirability/Feasibility and Product-Model Spatial Distance Affect Product Evaluations,” Competitive Paper Session, paper presented at 2021 Society for Consumer Psychology Conference (SCP), Virtual, U.S.A.
9. Chu, Xing-Yu (Marcos), Chun-Tuan Chang, and Dickson Tok (2019),“Distance is Worth! Impacts of Spatial Distance Between Model and Product on Product Evaluation,” Competitive Paper Session, paper presented at 2019 Academy of Marketing Science Annual Conference (AMS),Vancouver, Canada.
8. Chang, Chun-Tuan, Xing-Yu (Marcos) Chu, I-Ting Tsai, Ming-Tsung Kung, and Dickson Tok (2019), “Short or Long? The Right Combination of Time Duration, Cause Type, and Product Type in Cause-Related Marketing,” Competitive Paper Session, paper presented at 2019 Society for Consumer Psychology Conference (SCP),Savannah, U.S.A.
7. Chang, Chun-Tuan, Xing-Yu (Marcos) Chu, Chun-Chen Tsai, and Dickson Tok (2018),“Magic Hands? How Hand-Holding Appeal, Food Type, and Contamination Effects Impact Food Advertising Effectiveness,” Competitive Paper Session, paper presented at 2018 Association for Consumer Research North American Conference (ACR), Dallas, U.S.A.
6. Chu, Xing-Yu (Marcos) and Chun-Tuan Chang (2017),“It’s Better Over There” How Spatial Distance Affects Consumers’ Product Evaluation,” Competitive Paper Session, paper presented at 2017 Summer American Marketing Association Conference (AMA), San Francisco, U.S.A.
5. Chang, Chun-Tuan, Xing-Yu (Marcos) Chu, and Shih-Ting Kao (2017),“The Right Formula of Ad Language and Relationship Norm for a Cute Spokes-Character,” Competitive Paper Session, paper presented at 2017 Summer American Marketing Association Conference (AMA),San Francisco, U.S.A.
4. Chu, Xing-Yu (Marcos) and Chun-Tuan Chang (2017), “Cause-Related Marketing Paradox: Purchasing Products with a Cause Licenses Self-interest, Self-indulgence or Less Helping Behavior,” Competitive Paper Session, paper presented at 2017 Academy of Marketing Science Annual Conference (AMS), San Diego, U.S.A.
3. Chu, Xing-Yu (Marcos) ,Chun-Tuan Chang, and Shr-Chi Wang (2017), “Does “Hot” Lead to “Not soHot?” Sexy Images, Indulgent Consumption, and the Impacts of Gender and Self-construal,” Competitive Paper Session, paper presented at 2017 Academy of Marketing Science Annual Conference (AMS), San Diego, U.S.A.
2. Chang, Chun-Tuan, Xing-Yu (Marcos) Chu, Shr-Chi Wang, and Dickson Tok (2017), “Can Sexy Images Drag You Down? How Gender and Self-construal Impact Subsequent Indulgent Consumption,” Competitive Paper Session, paper presented at 2017 Association for Consumer Research North American Conference (ACR), San Diego, U.S.A.
1. Chang, Chun-Tuan, Xing-Yu (Marcos) Chu, Zhao-Hong Cheng, and Dickson Tok(2015), “Can Buying a Product with a Cause Make Us Better People? Licensing Effect after Purchasing a Product with a Cause,” Competitive Paper Session, paper presented at 2015 Association for Consumer Research North American Conference (ACR), New Orleans, U.S.A.
担任多个国际会议及国内外期刊匿名评审