Associate Professor Jimmy Wong

• Wong, A. and Wong, J. (2026). Human enough? Examining morality and ethical perceptions of service robots, Industrial Management and Data System, forthcoming. (ABDC=A)
• Kwan, V., Wong, J., Wong, A., and Bernd, P. (2025). “Technology in luxury brands: Always a bridesmaid, never a bride”, Asia Pacific Journal of Marketing and Logistics, 38(3), 764-779 https://doi.org/10.1108/APJML-03-2025-0398. (ABDC=A) .
• Wong, A. and Wong, J. (2025). Examining the Positive and Negative Effects of Smartness and Humanness in Human-Robot Interactions, Journal of Consumer Behaviour, https://doi.org/10.1002/cb.2499 (ABDC=A).
• Wong, A. and Wong, J. (2025). How anthropomorphic features in service robots foster co-creation and wellbeing among Gen Z consumers, Young Consumers, https://doi.org/10.1108/YC-12-2024-2361 (SJR=Q1).
• Newton, F. J., Newton, J. D., Wong, J., and Tsarenko, Y. (2025) Effect of preroll ad choice on brand attitude and attitude toward the viewing experience, European Journal of Marketing, 59(4), 999-1024. https://doi.org/10.1108/EJM-03-2022-0191  (ABDC=A*)
• Wong, J. and Wong, A. (2025) Consumer resistance to service robots: A stressor-based perspective on engagement and wellbeing, Journal of Consumer Marketing, 42(1), 56-71. https://doi.org/10.1108/JCM-02-2024-6600 (ABDC=A).
• Wong, A. and Wong, J. (2024) Service robot acceptance in museums: An empirical study using the Service Robot Acceptance Model (sRAM) , Journal of Services Marketing, 38(5), 619-635. https://doi.org/10.1108/JSM-05-2023-0183 (ABDC=A).
• Wong, J., Wang, J. J., and Lalwani, A. K. (2022). The interactive effects of power and self-construal on consumers’ brand logo size preference. Journal of Business Research, 150(Nov), 279-296. (ABDC=A)
• Newton, J. D., Wong, J., and Cassidy, R. (2018). Decking the halls with boughs of holly reduces dissatisfaction with service failures. Journal of Service Research, 21(4), 389-404. (ABDC=A)
• Newton, F. J., Newton, J. D., and Wong, J. (2017). This is your stomach speaking: Anthropomorphized health message reduce portion size preferences among the powerless. Journal of Business Research, 75(June), 229-239. (ABDC=A)
• Newton, J. D., Wong, J., and Newton, F. J. (2016). Listerine - for the bridesmaid who’s never a bride: Disparaging humour increases brand attitude and recall among the powerless. European Journal of Marketing, 50(7/8), 1139-1158. (ABDC=A*)
• Wong, J., Newton, J. D., and Newton, F. J. (2016). Powerlessness following service failure and its implications for service recovery. Marketing Letters, 27(1), 63-75. (ABDC=A)
• Newton, J. D., Wong, J., and Newton, F. J. (2015). The social status of health message endorsers influences the health intentions of the powerless. Journal of Advertising, 44(2), 1-10. (ABDC=A)
• Wong, J., Newton, J. D., and Newton, F. J. (2014). Effects of power and individual-level cultural orientation on preferences for volunteer tourism. Tourism Management, 42(June), 132-140. (ABDC=A*)
• Shavitt, S., Torelli, C., & Wong, J. (2009). Identity-based motivation: Constraints and opportunities in consumer research. Journal of Consumer Psychology, 19(3), 261-266. (ABDC=A*)

Selected Conference Proceedings

• Wong, J., & Lye, C. Y. (2024). Assessment Redesign in the Era of Generative AI: The Recency, Immediacy and Discovery (RID) Framework. Paper presented at the Redesigning Pedagogy International Conference 2024, National Institute of Education, Singapore.
• Kwan, V., Wong, J., & Wong, A. (2024). Technology in luxury brands: Always a bridesmaid, never a bride. Proceedings of the 2024 Global Fashion Management Conference at Milan. Milan, Italy: GFMC.
• Wong, A. and Wong, J. (2023). Understanding the effects of robot anthropomorphism on consumer co-creation and wellbeing, Proceedings of the Global Marketing Conference, 20-23 July, Seoul, Korea.
• Wong, J. and Wong, A. (2023). Consumer resistance to service robots: The effects of anxiety, negative emotions, and intrusion. AIRSI2023 The Metaverse Conference.
• Kwan, V., Crabie, J., Morales, X., Pathare, A., Steyaert, L., Zorn, P., and Wong, J. (2021). The three themes of luxury - Testing a practical model for luxury brand managers. Australian and New Zealand Marketing Academy Conference, Melbourne, Australia.
• Wong, J. (2020). The effects of power distance belief on consumer preference for brand logos: The moderating role of symbolic products. International Academic Research Conference on Marketing, Bangkok, Thailand.
• Shen, D., Wong, J., and Shavitt, S. (2019). “I can tolerate the manager, but not the receptionist”: How cultural orientation affects consumers’ reaction to service failure. Association for Consumer Research Conference, Atlanta, USA.
• Wong, J., Newton, J. D., Tsarenko, Y., and Newton, F. J. (2017). The benefits of allowing consumers to choose their online advertisements. Australian and New Zealand Marketing Academy Conference, Victoria, Australia.
• Newton, J. D., Wong, J., and Cassidy, R. (2017). Decking the halls with boughs of holly reduces dissatisfaction with service failures. Summer American Marketing Association Conference, San Francisco, CA.
• Nallaperuma, K., Newton, J. D., Robertson, N., and Wong, J. (2017). How to make the powerful focus on other people? Summer American Marketing Association Conference, San Francisco, CA.
• Newton, J. D., Wong, J., and Newton, F. J. (2015). Disparaging humour increases brand attitude among the powerless. Australian and New Zealand Marketing Academy Conference, Sydney, Australia.
• Wong, J., & Wan, E. (2012). Power intensifies action consistent with self-regulatory orientation. 2012 Asia Pacific Conference of the Association for Consumer Research, New Zealand. 10th Marketing Scholar Forum at the University of Hong Kong, June 24th - 26th, 2012.
• Wong, J., & Wan, E. (2011). Effects of regulatory mode on power. Conference of the Society for Consumer Psychology, Atlanta, Georgia, USA.
• Koo, M., Wong, J., & Shavitt, S. (2011). Embodied cognition, power, and culture. Conference of the Society for Consumer Psychology, Atlanta, Georgia, USA.
• Wong, J., & Shavitt, S. (2010). Be rude to me and I will buy a Rolex: Effects of cultural orientation on responses to power threat in a service setting. Conference of the Society for Consumer Psychology, Tampa, Florida, USA.

2025 - Present      
Reviewer, Asia Marketing Federation Journal

2022 - Present      
Reviewer, Journal of Business Research

2015 - Present      
Reviewer, Australian and New Zealand Marketing Academy

2013 - Present      
Reviewer, International Journal of Marketing Research

2013 - Present      
Reviewer, Hospitality Management

2009                    
Reviewer, Society for Consumer Psychology

2008 - 2009          
Association for Consumer Research

• Co-Principal Investigator, 2021, NParks Research Grant. Social Research Study on Management of Cats.
• Principal Investigator, 2015, SIM University Applied Research Committee Grant. Developing Interactive e-Learning Tools to Build Student Persuasive Communication Skills.

• Artificial Intelligence and Service Robots
• Consumer Psychology; Consumer Behaviour; Cultural Psychology