A/Prof Fangyuan Chen

Associate Professor in Marketing, Faculty of Business Administration and the Asia-Pacific Academy of Economics and Management, University of Macau

Fangyuan Chen is an Associate Professor of Marketing at the Faculty of Business Administration and the Asia-Pacific Academy of Economics and Management at the University of Macau. Before joining the University of Macau, she served as an Assistant Professor of Marketing at the Hong Kong Polytechnic University and at Peking University. Fangyuan’s research focuses on applying human-centered theories to understand non-human marketing entities and developing strategies to enhance consumer psychological well-being. Her recent work emphasizes identifying nudges that encourage consumers to make choices that support long-term benefits, such as healthier aging.