JOURNAL ARTICLES (*Corresponding author)
16. Chu, Xing-Yu (Marcos), Chun-Tuan Chang*, and Angela Y. Lee* (2021), “Values Created from Far and Near: Influence of Spatial Distance on Brand Evaluation,” Journal of Marketing, 85 (6), 162-175. (UT-Dallas 24)
15. Fan, Lingyin (Sophie), Zhongqiang (Tak) Huang, Xing-Yu (Marcos) Chu*, and Yuwei Jiang (2024), “Stick to My Guns: The Impact of Crowding on Consumers’ Responsiveness to Sales Promotions,” Journal of the Academy of Marketing Science, 52 (3), 914-933. (Financial Times 50)
14. Chang, Chun-Tuan and Xing-Yu (Marcos) Chu*(2020), “The Give and Take of Cause-Related Marketing: Purchasing Cause-Related Products Licenses Consumer Indulgence,” Journal of the Academy of Marketing Science, 48(2), 203-221.(Equal Contribution)(Financial Times 50)
13. Errmann, Amy*, Yuri Seo*, Felix Septianto, and Xing-Yu(Marcos) Chu*(forthcoming), “Slowing Time, Shaping the Future: the Effect of Mindfulness on Intertemporal Choice,” International Journal of Research in Marketing.
12. He, Dongjin, Qianqian (Esther) Liu, Xing-Yu(Marcos) Chu, Meng Wang*, and Yuwei Jiang (2025), “Gifts to Say Goodbye: Consumer Preferences for Farewell Gifts,” Journal of Business Research, 199, 115553.
11. Tok, Dickson, 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 Evaluation,” Psychology & Marketing, 41(10), 2537-2550.
10. Chu, Xing-Yu (Marcos), 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.
9. Chen, Ming, Xing-Yu (Marcos) Chu*, Shih-Heng Yu, and Chien-Huang Lin (2022), “What Goes Around Comes Around: The Effect of Belief in Karma on Charitable Donation Behavior,” Psychology & Marketing, 39 (5) 1065-1077.
8. Chou, Hsuan-Yi, Xing-Yu (Marcos) Chu*, and Tzu-Chun Chen (2022), “The Cuter, the More Healing: The Healing Effect of Cute Elements,” Journal of Consumer Affairs. 56(2), 565-596
7. Chang, Chun-Tuan, Xing-Yu (Marcos) Chu*, and I-Ting Tsai (2021), “How Cause Marketing Campaign Factors Affect Attitudes and Purchase Intention: Choosing the Right Mix of Product and Cause Types with Time Duration,” Journal of Advertising Research, 61(1), 58-77.
6. Chang, Chun-Tuan, Xing-Yu (Marcos) Chu*, and Shih-Ting Kao (2021), “Is Being Cute Helpful or Harmful? How Anthropomorphized Spokes-Characters Affect Consumer Perceptions and Judgments,” Journal of Advertising Research, 61 (2) 225-244.
5. Tok, Dickson, 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.
4. Chang, Chun-Tuan, Dickson Tok, Xing-Yu (Marcos) Chu*, Yu-Kang Lee, and Shr-Chi Wang(2021), “Does “Hot” Lead to “Not So Hot?” Sexy Images, Indulgent Consumption, and the Impacts of Gender and Self-construal,” European Journal of Marketing, 55(5), 1313-1337.
3. Chou, Hsuan-Yi, Xing-Yu (Marcos) Chu*, and Yu-Han Chiang (2020), “What Should We Call This Color? The Influence of Color-Naming on Consumers’ Attitude Toward the Product,” Psychology & Marketing, 37(7),942-960.
2. Chang, Chun-Tuan, Pei-Chi Chen, Xing-Yu (Marcos) Chu*, Ming-Tsung Kung, and Yi-Feng Huang (2018), “Is Cash Always King? Bundling Product-Cause Fit and Product Type in Cause-Related Marketing,” Psychology & Marketing, 35 (12), 990-1009.
1. Chang, Chun-Tuan*, Yuan-Ciao Wu, Yu-Kang Lee*, and Xing-Yu (Marcos) Chu (2018), “Right Metaphor, Right Place: Choosing a Visual Metaphor Based on Product Type and Consumer Differences,” International Journal of Advertising, 37(2), 309-336.
中文期刊
5.初星宇,祁念,邱雨晴,贾艳丽*, Dickson Tok(2026),“空间视觉线索在消费者行为领域的研究回顾与展望,”营销科学学报，6(1)，76-97.
4.黄韫慧,肖友凯,初星宇*,卢玥(2024),“语义还是谐音:品牌个性与双关类型的匹配,”心理学报,56(11),1604-1618.
3.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. (被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)
2.李瑶,徐慧敏,Dickson Tok*,初星宇*(2022),“手写寄情—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.
1.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.