School of Business and Management

Dr Yuansi Hou

Yuansi

Senior Lecturer in Marketing

Email: y.hou@qmul.ac.uk
Telephone: +44(0) 20 7882 8983‬‬‬
Room Number: Room 4.39, Bancroft Building, Mile End Campus

Profile

Student drop-in and feedback hours
By appointment 

 

Dr Yuansi Hou is Senior Lecturer (Associate Professor) in Marketing at Queen Mary University of London, School of Business and Management. She gained her doctoral degree in Business Administration from the Chinese University of Hong Kong, and Bachelor of Business Administration from Fudan University, Shanghai, China. Before joining Queen Mary University of London, she previously held post at Durham University, Business School as an Assistant Professor in Marketing, and at University of Surrey, School of Hospitality and Tourism Management as a lecturer in Services Marketing.

Teaching

Teaching (modules):

  • Research Methods for Marketing (BUSM098)

Research

Research Interests:

Buyer Behaviour, Consumption (Experiential Products/Food/Overconsumption), Emotion, Field Experiments, Services Marketing

Yuansi is an active marketing researcher and specializes in the areas of consumer psychology, big data marketing, experiential consumption, and hospitality and tourism marketing. She has published in top-tier journals in both marketing and hospitality areas, such as Journal of Consumer Psychology, International Journal of Hospitality Management, and Journal of Hospitality & Tourism Research. Her teaching areas include services marketing, research method, and brand management in undergraduate, MSc, DBA, and Ph.D. programs. In addition, Yuansi has been invited to talk at research seminars and presentations made at internationally recognized conferences, for example, at the Chinese University of Hong Kong, University of Surrey, Fudan University, Sun Yat-sen University, Nankai University and Southwestern University of Finance and Economics. Besides the academic research, Yuansi has been involved in a variety of industry projects and professional activities by using technology to assist making marketing strategies. The projects cover a diverse range of industries, including hotels (e.g., Hyatt), restaurants (e.g., Café de Coral Group), online review platforms, and third-party Internet data service provider (Dratio).

Publications

Journal Articles

  • Zhang, Z., Hou, Y.S., & Zhu, Y.M. (forthcoming). Applying complexity theory to understanding Chinese consumers’ decision making in innovative products. International Studies of Management and Organization (ABS: 2).
  • Hou, Y.S., Sun, Y.X., Wan, Lisa C., & Yang, W. (2018). How Can Psychological Contagion Effect Be Attenuated? - The Role of Boundary Effect on Menu Design. Journal of Hospitality & Tourism Research (ABS: 2), Impact Factor 2.646, 42(4), 606-626.
  • Guan, Y., et al., & Hou, Y.S., et al. (2017). Understanding the trait basis of career adaptability: A two-wave mediation analysis among Chinese university students. Journal of Vocational Behavior (ABS: 4), Impact Factor 3.885, 101, 32–42.
  • Hou, Y.S., Yang, W., & Sun, Y.X. (2017). Do Pictures help? - The Effects of Pictures and Food Names on Menu Evaluations. International Journal of Hospitality Management (ABS: 3), Impact Factor 3.912, 60, 94–103.
  • Zhang, Z., & Hou, Y.S. (2017). The Effect of Perceived Risk on Information Search for Innovative Products and Services. Journal of Consumer Marketing (ABS: 1), Impact Factor 1.54, 34(3), 241-254.
  • Sun, Y.X., Hou, Y.S., & Wyer, Robert S. (2015). Decoding the Opening Process. Journal of Consumer Psychology (ABS: 4*), Impact Factor 3.985, 25(4), 642–649.
  • Yang, W., Mattila, A., & Hou, Y.S. (2013). The effect of regulatory focus and delay type on consumers’ reactions to delay. International Journal of Hospitality Management (ABS: 3), Impact Factor 3.912, 32, 113-120.

Book Chapters & Newspaper Articles

  • Lau, K.N., Hou, Y.S., & Ho, K.Y. (2014, November 11). Utilizing Technology to Promote Hong Kong Brands. Hong Kong Economic Journal, pp. B12 (in Chinese).
  • Lau, K.N., Hou, Y.S., & Ho, K.Y. (2014, November 8). The New Consumer Trends under O2O. Hong Kong Economic Journal, pp. B1 (in Chinese).
  • Hou, Y.S. (2013). “The Origin and Dissemination of Bubble Tea”, In: Yang, Q.H. (Ed), Cultural Inspection of Taiwan Food – the Formation and Cultural Construction of Taiwan Specialty Food. Central China Normal University Press, pp.165-194 (in Chinese).
  • Guo, Y.J., Zhou, C., & Hou, Y.S. (2012). People’s Perception of the Social Impacts of the Beijing Olympic Games before and after 2008, In: Wolfgang Maennig & Andrew Zimbalist (Eds), International Handbook on the Economics of Mega Sporting Events. Edward Elgar Publishing, Northampton, MA, pp. 461-481.

Conference Papers and Proceedings

  • Cheng, Y.M., Hou, Y.S., & Mukhopadhyay, A. (2018). When virtuosity leads to vice: The protestant work ethic and fairness-induced overconsumption. Sustainable Development Workshop, Prato, Italy, June, 25-26.
  • Hou, Y.S., Wang, L., & Chen, Z.X. (2018). Are rich and diverse emotions beneficial? The impact of emodiversity on tourists’ experiences. 16th APacCHRIE Conference, Chuangzhou, China, May 31-June 2.
  • Hou, Y.S., & Liu, Y. (2018). The hidden effect of experiential consumption: Relieving us from feeling lonely. 16th APacCHRIE Conference, Chuangzhou, China, May 31-June 2.
  • Cheng, Y.M., Hou, Y.S., & Mukhopadhyay, A. (2018). When virtuosity leads to vice: The protestant work ethic and fairness-induced overconsumption. SCP Boutique Conference Sydney, Sydney, January 4-5.
  • Hou, Y.S., Sun, Y.X., Wan, Lisa C., & Wan, Y. (2015). Psychological contagion and visual boundaries: changing evaluations without contact. Association for Consumer Research Asia-Pacific Conference, Hong Kong, June 19-21.
  • Sun, Y.X., Hou, Y.S., & Wyer, Robert S. (2015). Decoding the opening process. Association for Consumer Research Asia-Pacific Conference, Hong Kong, June 19-21.
  • Sun, Y.X., Hou, Y.S., & Wyer, Robert S. (2014). Decoding the opening process. Annual Conference of China Marketing Science, Xia Men, China, November 15-16.
  • Hou, Y.S., Yang, W., & Sun, Y.X. (2014). Will pictures help? - The effects of pictures and dish name type on menu evaluations. 2014 Annual conference of International Council on Hotel, Restaurant and Institutional Education (CHRIE), San Diego, US, July 30-August 1.
  • Hou, Y.S., Sun, Y.X., Wan, Lisa C., & Yang, W. (2014). The role of psychological contagion effect on menu items evaluations: A psychological study of menu design. 2014 Annual conference of International Council on Hotel, Restaurant and Institutional Education (CHRIE), San Diego, US, July 30-August 1.
  • Hou, Y.S., Sun, Y.X., & Wan, Lisa C. (2014). Psychological contagion and visual boundaries: changing evaluations without contact. Annual 2014 Society for Consumer Psychology (SCP) Winter Conference, Miami, Florida, US, March 7-8.
  • Sun, Y.X., Hou, Y.S., & Wyer, Robert S. (2014). Decoding the opening process. Annual 2014 Society for Consumer Psychology (SCP) Winter Conference, Miami, Florida, US, March 7-8.
  • Wang, Y.J., Shen, H., Zhu, X.L., & Hou, Y.S. (2014). Research on the influence mechanism of tourist destination micro-blog on users travel intention. The International Conference on Sustainable Tourism and Resilience in Urban Environments, Hong Kong, PRC, April 23-25.
  • Zhou, C., Guo, Y.J., Hou, Y.S., & Deng,Q. (2011). An empirical study on people's perception of the social impacts of Beijing Olympic games before and after 2008. World Research Summit for Tourism and Hospitality, Hong Kong, PRC, Dec 10-13.
  • Hou, Y.S., Guo, Y.J., & Zang, S.N. (2010). A study on tourism image perception model and its application: a case study of the American tourists’ perception of shanghai tourism image. The 15th Annual Graduate Student Research Conference in Hospitality and Tourism. Washington, D.C., January 7-9.