Dr.Xing-Yu (Marcos) Chu is an associate professor of marketing at the Business School of Nanjing University. He joined Nanjing University in 2018. He was a visiting scholar at the Kellogg School of Management at Northwestern University. He received his Ph.D. in marketing from National Sun Yat-Sen University (Taiwan), a master’s degree from the Chinese University of Hong Kong, and a bachelor’s degree from the University of Chinese Academy of Social Sciences.Dr. Chu’s research interests include consumer psychology, visual marketing,branding, prosocial behavior, and cause-related marketing. His research hasbeen published in the Journal of Marketing (UTD-24), the Journal of the Academy of Marketing Science (FT-50), and other marketing and psychology journals. His research has also appeared at leading international and domestic conferences, such as ACR, SCP, AMA, EMAC, and JMS conferences. He is now in charge of one General Program Project and one Young Scientists Fund of the National Natural Science Foundation of China (NSFC). His papers received the third prize in the Jiangsu Social Science Research Achievement Award and the second prize in the Jiangsu Applied Social Science Research Award.Dr. Chu is currently a member of the Editorial Board/Editorial Review Board of the Journal of Advertising Research, Psychology & Marketing, Journal of Business Research, and International Journal of Advertising, and the associate editor of Nanjing Business Review. Meanwhile, Dr. Chu has served as ananonymous reviewer for international and domestic conferences and journals,such as the Journal of Advertising, Journal of Advertising Research, International Journal of Advertising, Journal of Business Ethics, Journal of Business Research, Psychology & Marketing, Tourism Management, Journal of Consumer Affairs, International Journal of Consumer Studies, Journal of Marketing Communications, Frontiers of Business Research in China, Nanjing Business Review (Chinese), Chinese Journal of Management (Chinese), Journal of Marketing Science (Chinese), Acta Psychologica Sinica (Chinese), Nankai Business Review (Chinese), Foreign Economics & Management (Chinese) and others.Before entering academia, he worked as a brand management officer for a luxury company in Hong Kong.

JOURNAL ARTICLES (*Corresponding author)14. 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)13. 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)12. 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)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), 565-5967.  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.