PUBLICATION (*Corresponding author)
● Dongjin He, Lican Wei, Jie Wang, C. Clark Cao, and Dickson Tok* (2025), “Handmade brands and product variety perception: The “handmade = small variety” belief,” Marketing Letters, forthcoming.
● Dickson Tok, Xi Chen*, Chun-Tuan Chang*, and Xing-Yu (Marcos) Chu* (2024), ““Ascorbic Acid” or “Vitamin C?” When and How Scientifically or Commonly Named Ingredients Enhance Product Evaluations,” Psychology & Marketing, 41(10), 2537-2550.
● Dickson Tok, Yunhui Huang, and Lu Yang* (2024), ““Feel the Green”: How a Handwritten Typeface Affects Tourists’ Responses to Green Tourism Products and Services,” Tourism Management, 104, 104920.
● Xing-Yu (Marcos) Chu, Dickson Tok*, Xiaoyu Zhou*, and Xi Chen* (2023), “How Companies Use Typeface Design to Engage Consumers in Charitable Activities,” Psychology & Marketing, 40(1), 107-123.
● Dickson Tok, Xi Chen*, and Xing-Yu (Marcos) Chu* (2021), ““I Want It! Can I Get It?” How Product-Model Spatial Distance and Ad Appeal Affect Product Evaluations,” Journal of Business Research, 135, 454-463.
● Chun-Tuan Chang, Dickson Tok, Xing-Yu (Marcos) Chu*, Yu-Kang Lee, and Shr-Chi Wang (2021), “Does ‘Hot’ Lead to‘Not So Hot?’” European Journal of Marketing, 55(5), 1313-1338.
PUBLICATION IN CHINESE (*Corresponding author)
● 初星宇, 唐刘露, Dickson Tok*, 黄韫慧(2022), “广告动态感的营销效果及其影响因素和作用机制,” 外国经济与管理, 44(10), 99-111. [中国人民大学书报资料中心复印报刊资料F513《市场营销(下半月·理论版)》2023年第03期全文转载]
● 李瑶, 徐慧敏, Dickson Tok*, 初星宇* (2021), “诉说手写——营销领域中手写字体的影响研究综述,” 南大商学评论, 56, 143-155.
● 桂俊杰, Dickson Tok, 初星宇*, 陈曦* (2021), “慈善营销何以成功?——从消费者行为视角探讨慈善营销效果、影响因素及其作用机制,” 南大商学评论, 54, 167-199.