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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 Ph.D. in Marketing from the Hong Kong Polytechnic University.


Chloe conducts experimental research in the field of consumer behavior, focusing on how psychological factors influence consumer judgment and decision-making. Her primary research areas include sustainable marketing, consumer aging, branding, sensory marketing, and EDI topics. Her work has been presented at leading international academic conferences, such as the Association for Consumer Research (ACR), the Society for Consumer Psychology (SCP), and the European Association for Consumer Research (EACR). It has also been published in peer-reviewed journals, including Psychology & Marketing. Additionally, she regularly reviews papers for various marketing-related journals and conferences, such as the International Journal of Consumer Studies, Journal of Marketing Management, SCP, EACR, and ACR.


Chloe is a Fellow of the Higher Education Academy (HEA) and a member of the Association for Consumer Research (ACR). She currently serves as Deputy Degree Programme Director for the BSc Marketing (N500).

Research

Chloe Huang's research focuses on experimental designs in consumer behavior, emphasizing the role of psychological factors in influencing and shaping consumer judgment and decision-making. Her primary research areas include Sustainable Consumption (e.g., how marketing communications or message framing in market practices impact consumer judgment and behavior), Consumer Aging (e.g., how psychological aging influences consumer responses to marketing strategies), Branding (e.g., how product descriptions provided by brands affect consumer perception and decision-making), and Sensory Marketing (e.g., how consumers respond to visual stimuli in the marketplace). She has recently developed an interest in EDI topics, with a particular focus on women-owned businesses and consumer responses to the emergence of these enterprises.


Chloe is welcoming PhD applications, particularly in research areas related to sustainable marketing, such as how consumers respond to marketing communications or which marketing practices effectively promote sustainable consumption, including the use of new technologies (e.g., AI). She is also interested in topics related to Equity, Diversity, and Inclusion (EDI), such as age diversity and gender-related research. Chloe is especially interested in supervising students who employ experimental design and quantitative methodological approaches in their research.


Chloe has successfully secured both internal and external funding for her research through various grant schemes. Her most recent funding achievements include:


  • Monash Business School / Newcastle University Business School Collaborative Grants (NAMAWARDS) (2023-24): The Power of Equality: How Women-Owned Businesses Shape Consumer Responses
  • BA/Leverhulme Small Research Grants 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)


Current dissertation supervisor for:

MKT3096 (UG)


Previous dissertation supervisor for:

NBS8300 (MSc OLSCM)

NBS8011 (MSc Digital Business)

NBS8512 (MSc International Marketing)




Publications