TONG Luqiong

Education

• 2012 Ph.D. in Marketing, School of Economics and Management, Tsinghua University, China
• 2010.01-2011.01 Visiting Scholar, Sauder School of Business, University of British Columbia, Canada
• 2007 Master in Marketing, School of Economics and Management, Tsinghua University, China
• 2005 Bachelor in Accounting, School of Economics and Management, Tsinghua University, China

Work Experience

• 2012- Now Business School, Beijing Normal University, China

Research Interests

• Consumer information processing and psychology
• Design and structural effects of physical environment
• Consumer Creativity
• Self-regulation

Courses Taught

• Marketing Management (Undergraduate, MBA)
• Branding Management (Undergraduate)

Professional Societies/Activities

• Reviewer of Acta Psychologica Sinica, Journal of Marketing Science

Research Projects

• Temperature And Consumer Creativity, With Rui(Juliet) Zhu
• Personal Value System And Self-Control, With Song Su
• The Influence Of Donation Structure On The Recipients’ Behavior, With Wumei Liu, Rui (Juliet) Zhu, Xiuping Li

Honors and Awards

• Best Paper Award, Doctoral Forum of China (Management) ,2011
• Best Conference Paper Award, the 8th Annual Conference of Marketing Science, 2011
• Best Doctoral Paper Award, the 8th Annual Conference of Marketing Science, 2011
• Lead of the National Natural Science Foundation Project (No. 71302024), 2014-2016

Publications

Main Journal Articles

• Xia Wang, Luqiong Tong (2015). Hide The Light Or Let It Shine? Examining The Factors Influencing The Effect Of Publicizing Donations On Donors’ Happiness. International Journal Of Research In Marketing, 32(4):418-424.
• Luqiong Tong (2015). The Influence Of Power State On The Consumers’ Preference For Consumption Boundaries. Acta Psychologica Sinica, 47(11):1371-1378.
• Luqiong Tong, Yuhuang Zheng, Ping Zhao (2013). Is Money Really The Root Of All Evil? The Impact Of Priming Money On Consumer Choice. Marketing Letters, 24(2):119-129.
• Luqiong Tong, Yuhuang Zheng, Ping Zhao (2011). The Impact Of Effort On Consumers’ Purchase Decisions. Acta Psychologica Sinica, 43(10):1211-1218.
• Luqiong Tong, Yuhuang Zheng, Ping Zhao (2011). The Impact Of Time Concept On Consumers’ Choice Between Virtue And Vice. Journal Of Marketing Science, 7(3):42-50.

Conference Papers/Presentations

• Tong, Luqiong, Rui (Juliet) Zhu, Yuhuang Zheng, And Ping Zhao (2012), "Warmer Or Cooler: Exploring The Influence Of Ambient Temperature On Cognitive Task Performance ", The ACR Conference, Vancouver, Canada.
• Zheng, Yuhuang And Luqiong Tong (2011), “The Impact Of Effort On Consumers’ Willingness-To-Pay In Hedonic Vs. Utilitarian Purchases”, The Asia-Pacific ACR Conference, Beijing.
• Tong, Luqiong, Rui (Juliet) Zhu, Yuhuang Zheng, And Ping Zhao (2011), "Exploring The Influence Of Ambient Temperature On Cognitive Task Performance ", The Asia-Pacific ACR Conference, Beijing.
• Zheng, Yuhuang And Luqiong Tong (2010), “Work Hard, Pay More? The Impact Of Effort On Consumers’ Willingness-To-Pay”, The SCP Conference, St. Pete Beach, Florida.