Personal Profile
Dr. Siyun Chen is currently an Associate Professor at the School of Tourism Management, Sun Yat-sen University. Her prior academic appointments include Research Assistant at the Department of Psychology, Tsinghua University (under the supervision of Prof. Kaiping Peng, Founder of Positive Psychology in China), and Assistant Professor as well as Master’s Supervisor at the Department of Advertising, Jinan University. With research focusing on aesthetic marketing and consumption philosophy, she has published a papers in top-tier ABS4/ABS3 journals, such as International Journal of Research in Marketing (ABS 4), Journal of Business Ethics (FT 50), Tourism Management (ABS 4), Annals of Tourism Research (ABS 4), Journal of Travel Research (ABS 4), Journal of Business Research (ABS 3), Psychology & Marketing (ABS 3), among others. She was named the Outstanding Researcher of the School of Journalism and Communication at Jinan University for two consecutive years (2023 & 2024). Currently, she serves as the principal investigator of multiple national and provincial-level research projects, including those funded by the National Natural Science Foundation of China, the Special Fund for Postdoctoral Research Projects of China, the General Program of the China Postdoctoral Science Foundation, and the Guangdong Provincial Philosophy and Social Sciences Planning Project. She was also listed among CNKI’s Top 1% Highly Cited Researchers for two consecutive years (2024 & 2025).
Principal Investigator
PI, National Natural Science Foundation of China Youth Project (Grant: ¥300,000), 2024.01–2026.12 (Ongoing)
PI, China Postdoctoral Science Foundation Special Funding Project (Grant: ¥150,000), 2024.07–2026.03 (Completed)
PI, China Postdoctoral Science Foundation General Funding Project (Grant: ¥50,000), 2023.07–2025.12 (Completed)
PI, Guangdong Provincial Philosophy and Social Sciences Planning Project (Grant: ¥20,000), 2024.03–2025.12 (Completed)
PI, Guangzhou Basic and Applied Basic Research Program for Young Doctors "Qihang (Sail)" Project (Grant: ¥50,000), 2024.01–2025.12 (Completed)
PI, Fundamental Research Funds for the Central Universities Youth Project (Grant: ¥50,000), 2023.06–2025.05 (Completed)
PI, 14th Five-Year Plan for Philosophy and Social Sciences Development of Guangzhou Project (Grant: ¥30,000), 2024.07–2026.06 (Ongoing)
Selected Publications
Siyun Chen, Veronika Ponomarenko, Linxiang Lv, David Ahlstrom (2025). Visual complexity, brand gender, and ad effectiveness. International Journal of Research in Marketing, 42(2), 365-390. (SSCI-Q1, ABS4)
Siyun Chen, Zhihao Yu, Jiwei Xiong, Veronika Ponomarenko (2025). Navigating ethical paths with “less”: Unveiling the simplicity-naturalness association and its impact on green consumption. Journal of Business Ethics. (SSCI-Q1, ABS3, FT50)
Linxiang Lv, Yongheng Liang, Siyun Chen (Corresponding Author), Guanrong Liu, Jiancai Liao (2025). Good deeds deserve good outcomes: Leveraging generative artificial intelligence to reduce tourists’ avoidance of ethical brands embracing stigmatized groups, Annalsof Tourism Research, 110(1), 103914.(SSCI-Q1, ABS4)
Linxiang Lv, Siyun Chen (Corresponding Author), Guanrong Liu, Mingwen Chen (2025). Alleviating travelers’ privacy concern in personalized recommendations through perceived information autonomy: Strategies via hedge words and communication styles, Journal of Travel Research, 64(8), 1974-1988. (SSCI-Q1, ABS4)
Siyun Chen, Sining Kou, Linxiang Lv (2024). Stand out or fit in: Understanding consumer minimalism from a social comparison perspective. Journal of Business Research, 170(1), 114307.(SSCI-Q1, ABS3)
Siyun Chen, Veronika Ponomarenko, et al. (2024). Stop and smell the roses: How and when busyness impacts consumers’ preference for minimalist advertisements. Psychology & Marketing, 41(4),899-915.(SSCI-Q1, ABS3)
Linxiang Lv, Siyun Chen (Corresponding Author), Zhuoneng Gong, Guanrong Liu, Huanyu Qin, Hao Zhang (2024).Reducing privacy concerns in personalized advertising: The role of social-self information in recommendation labels,Journal of Business Research, 115722.(SSCI-Q1, ABS3)
Shengcheng Xie, Haiying Wei, Siyun Chen (Corresponding Author) (2024). Power from words: The influence of brand activism message framing on consumer purchase intention, Psychology & Marketing, 41(11),2625–2644.(SSCI-Q1, ABS3)
Linxiang Lv, Siyun Chen (Corresponding Author), Guanrong Liu, Pierre Benckendorff (2024). Enhancing customers’ life satisfaction through AI-powered personalized luxury recommendations in luxury tourism marketing, International Journal of Hospitality Management, 123(10), 103914.(SSCI-Q1, ABS3)
Siyun Chen, David Ahlstrom, et al. (2023). Too complex to handle: Goal conflict and tourist preference for simple aesthetics. Annalsof Tourism Research, 102(9), 103639. (SSCI-Q1, ABS4)
Siyun Chen, Haiying Wei (2023). Linking temporal landmarks to voluntary simplicity: The mediating roles of self-transcendence and self-enhancement, Journal of Business Ethics,188(12), 693-708. (SSCI-Q1, ABS3, FT50)
Fu Liu, Haiying Wei, Siyun Chen (Co-First Author), Haipeng (Allan) Chen (2022). Product design, social exclusion and product preference: The mediating role of psychological ownership and the moderating role of product type. Psychology & Marketing, 39(10), 1920-1932. (SSCI-Q1, ABS3)
Siyun Chen, Haiying Wei (2022). Minimalism in capsule hotels: Enhancing tourist responses by using minimalistic lifestyle appeals congruent with brand personality. Tourism Management, 93(12), 104579. (SSCI-Q1, ABS4)
SiyunChen, Haiying Wei, Yaxuan Ran, Qing Li, Lu Meng (2021). Waiting for a download: The effects of congruency between anthropomorphic cues and shopping motivation on consumer patience. Psychology & Marketing, 38(12), 2327-2338.(SSCI-Q1, ABS3)
Courses & Supervision
Graduate Courses: Research Methods in Management
Recruitment: Both recommended applicants (exempt from entrance examination) and candidates via national postgraduate entrance examination are welcome. Students with computer/big data analysis skills, or a background in psychological research, are highly encouraged to apply or contact me for academic communication.
Correspondence Details
chensy556@mail.sysu.edu.cn
No. 135, West Xingang Road, Guangzhou 510275, P.R. China
No. 2, Daxue Road, Tangjiawan Town, Zhuhai 519082, P.R. China
