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Profile

Dr Chloe Huang

Lecturer in Marketing

Background

Chloe Huang is a Lecturer in Marketing at Newcastle University Business School. She joined NUBS in 2022, the same year she earned her PhD in Marketing from The Hong Kong Polytechnic University. She is a Fellow of Advance HE (FHEA) and currently serves as Deputy Degree Programme Director for the BSc Marketing (N500) programme.

Chloe conducts experimental research in consumer behaviour, with a particular interest in how consumers process and interpret marketplace information and how these interpretations shape their judgments, decisions, and behaviours. Her research spans consumer ageing, sensory and sustainable marketing, equity, diversity and inclusion (EDI), and emerging technologies. Her work has been published in leading and well-regarded marketing journals, including the Journal of the Academy of Marketing Science, Journal of Business Research, and Psychology & Marketing. She has also secured competitive research funding from both internal and external sources, including a BA/Leverhulme Small Research Grant and a Monash–Newcastle collaborative award.

Chloe’s research has been presented at leading international conferences, including the Association for Consumer Research (ACR), Society for Consumer Psychology (SCP), European Association for Consumer Research (EACR), and European Marketing Academy (EMAC). She also contributes to the wider research community through peer review for journals including the Journal of Business Research, International Journal of Consumer Studies, and Journal of Marketing Management, as well as for major conferences including ACR, EACR, and SCP. 

Research

Research Interests

Chloe’s research focuses on experimental consumer behaviour, with a particular interest in how consumers process and interpret marketplace information and how these interpretations shape their judgments, decisions, and behaviours. Her research examines both the characteristics consumers bring to marketplace decisions and the inferences they construct from different forms of information. Her work spans consumer ageing, sensory and sustainable marketing, equity, diversity and inclusion (EDI), and emerging technologies.

One stream of Chloe’s research examines how consumer characteristics and life experiences shape responses to marketing strategies, with a particular focus on consumer ageing. A second stream examines how consumers draw inferences from marketplace information and cues, including product presentation and usage information, ownership and diversity cues, and service interactions. A third stream considers how marketplace communications can be designed to support more sustainable, inclusive, and socially beneficial consumer decisions. Across these areas, Chloe primarily uses behavioural experiments to identify the psychological processes underlying consumer judgement and decision-making.

Doctoral Supervision

Chloe currently co-supervises doctoral research in influencer marketing and consumer responses:

  • Weixin Huang (2026–), Newcastle University Business School — Influencer Marketing and Consumer Responses

Prospective PhD Students

Chloe welcomes PhD applications from students interested in experimental consumer research. She is particularly interested in supervising projects related to consumer information processing, consumer ageing and different life stages, sustainable consumption, EDI-related marketplace cues, and technology-mediated consumer behaviour, including emerging technologies such as AI. She especially welcomes students interested in using experimental designs and quantitative methods to investigate theoretically meaningful consumer questions.

Research Funding

Chloe has successfully secured both internal and external funding to support her research. Her research funding includes:

  • Monash Business School / Newcastle University Business School Collaborative Grant (NAMAWARDS) (2023–24): The Power of Equality: How Women-Owned Businesses Shape Consumer Responses
  • BA/Leverhulme Small Research Grant (2022): Environmental Friendliness and Product Design Project
  • NUBS Research and Impact Funding (2023–24)
  • NUBS School Research and Impact Funding (2023)


Teaching

Current teaching:

Module MKT1103 Introduction to Marketing (UG, Module Leader)

Module MKT1104 Introduction to Marketing (UG, Lecturer)

Module MKT2012 Consumer Behaviour (UG)

Module NBS8236 Customer Relationship Management (PG, Module Leader)

Previous teaching:

Module NBS8562 Contemporary Trends in Marketing (PG)

Module NBS8526 Principles of Marketing (PG)

Research supervision:

Undergraduate dissertations (BSc Marketing)

Postgraduate dissertations (MSc OLSCM, MSc Digital Business, MSc International Marketing)

Doctoral research (PhD, Co-supervisor)

PhD Panel Member

Programme leadership and student support:

Deputy Degree Programme Director, BSc Marketing (N500)

Personal Tutor

Fellow of Advance HE (FHEA)



Publications