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Current Research

 

I am particularly interested in examining consumer well-being in the domains of responsible consumption, consumer healthcare, DEI (diversity, equity and inclusion) and services marketing. 

 

Top 10 Journal Publications (UTD/FT50/ABS4*/ABS4/ABDC A*)

 

  1. Yan, Li, Hean Tat Keh, and Kyle B. Murray (2024), “Feeling the Values: How Pride and Awe Differentially Enhance Consumers’ Sustainable Behavioral Intentions,” Journal of the Academy of Marketing Science, 52 (1), 75–96. https://doi.org/10.1007/s11747-023-00928-4

  2. Keh, Hean Tat, Di Wang, and Li Yan (2021), “Gimmicky or Effective? The Effects of Imaginative Displays on Customers’ Purchase Behavior,” Journal of Marketing, 85 (5), 109-127. https://doi.org/10.1177/0022242921997359

  3. Yan, Li, Hean Tat Keh, and Jiemiao Chen (2021), “Assimilating and Differentiating: The Curvilinear Effect of Social Class on Green Consumption,” Journal of Consumer Research, 47 (6), 914-936. https://doi.org/10.1093/jcr/ucaa041

  4. Ding, Ying and Hean Tat Keh (2017), “Consumer Reliance on Intangible versus Tangible Attributes in Service Evaluation: The Role of Construal Level,” Journal of the Academy of Marketing Science, 45 (6), 848-865. http://dx.doi.org/10.1007/s11747-017-0527-8

  5. Pang, Jun, Hean Tat Keh, Xiuping Li, and Durairaj Maheswaran (2017), “‘Every Coin Has Two Sides’: The Effects of Dialectical Thinking and Attitudinal Ambivalence on Psychological Discomfort and Consumer Choice,” Journal of Consumer Psychology, 27 (2), 218-230. http://dx.doi.org/10.1016/j.jcps.2016.10.001

  6. Sun, Jin, Hean Tat Keh, and Angela Y. Lee (2012), “The Effect of Attribute Alignability on Service Evaluation: The Moderating Role of Uncertainty,” Journal of Consumer Research, 39 (4), 831-847. http://dx.doi.org/10.1086/665983 This paper received the third prize for the Humanities and Social Sciences, Seventh Tertiary Institutions Scientific Research Awards for Outstanding Achievements, Ministry of Education, People’s Republic of China in 2015.

  7. Torelli, Carlos J., Aysegul Ozsomer, Sergio W. Carvalho, Hean Tat Keh, and Natalia Maehle (2012), “Brand Concepts as Representations of Human Values: Do Cultural Congruity and Compatibility Between Values Matter?” Journal of Marketing, 76 (4), 92-108. http://dx.doi.org/10.1509/jm.10.0400

  8. Keh, Hean Tat and Jun Pang (2010), “Customer Reactions to Service Separation,” Journal of Marketing, 74 (2), 55-70. https://doi.org/10.1509/jm.74.2.55 This paper received honorable mention for the 2011 SERVSIG Best Service Article Award.

  9. Wang, Wenbo, Hean Tat Keh, and Lisa E. Bolton (2010), “Lay Theories of Medicine and a Healthy Lifestyle,” Journal of Consumer Research, 37 (1), 80-97. http://dx.doi.org/10.1086/649772

  10. Bolton, Lisa E., Hean Tat Keh, and Joseph W. Alba (2010), “How Do Price Fairness Perceptions Differ Across Culture?” Journal of Marketing Research, 47 (3), 564-576. http://dx.doi.org/10.1509/jmkr.47.3.564   

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