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SU Song

SU Song  Ph.D., Professor
Native Place: Guangxi
Department of Marketing
Business School, Beijing Normal University
Beijing 100875, China
Tel: 010-58804113; Fax: 010-58801867
2005-2010 Ph.D. in Tsinghua University
2000-2002 Master in Tsinghua University
1988-1992 Bachelor in Xi’an Jiao Tong University
Work Experience
2010- Beijing Normal University
2002-2005 Guangxi Liuzhou Liuerkong Mechanic Corp.
1992-2000 Guangxi Liuzhou Air Compressor Group Company
Research Interests
Financial education and financial decision-making
Financial marketing
New media marketing
Product sharing and disposal
Courses Taught
Supply Chain Management (Undergraduate)
Business Model Innovation (Undergraduate)
Marketing Research (Graduate)
Consumer Behavior Research (Graduate)
Marketing Management (MBA)
Social Service/Work
Director of Marketing Department
Director of Financial Literacy Education Research Center
Research Projects
  • National Natural Science Foundation of China (Grant No. 71572018): Research on inaction inertiabased on multiple references perspective_ Theoretical framework and application.
  • National Natural Science Foundation of China (Grant No. 71272044): Research on the effect of de-marketing on the purchase decision-making and post-choice consumption From the angle of CLT.
  • Humanities and Social Sciences Youth Fund of Ministry of Education( Grant No.11YJC630183):Research on the influential mechanism of advertisement length information on the zipping behavior and advertising effect.
• Main Journal Articles
  • Does cause congruence intervene on how different corporate associations influence consumer responses in cause-related marketing? Australian Journal of Management (SSCI),2014, 39(2), 191-206.
  • Attitude Toward the Viral Ad: Expanding traditional advertising models to interactive advertising. Journal of Interactive Marketing (SSCI), 2013, 27(1): 36-46.
  • A comparison of probabilistic prize promotion schemes. Social Behavior and Personality (SSCI), 2012, 40(7): 1183-1196.
  • Do the size of consideration set and the source of the better competing option influence post-choice regret? Motivation and Emotion (SSCI), 2009, 33: 219-228.
  • Cultural value, perceived value, and consumer decision-making style in China: A comparison based on an urbanization dimension. Nankai Business Review International, 2013, 4(3), 248– 262.
  • The impact from the size of self-generated consideration set on post-choice regret. Advances in Consumer Research, 2008,35: 805-807.
  • Neglected warning: Fear index of stock market. CEIBS Business Review, 2015,11, 95-98.
  • Alleviating the “after-effect of promotion” CEIBS Business Review,2014,3, 53-55.
  • Regulation of inaction inertia: a forward looking multiple references perspective. Acta Psychologica Sinica, 2013, 12, 1393-1409.
  • Research on the effect of de-marketing: from the perspective of CLT. Management World, 2013, 11,118-129.
  • The effect of positive following information sources on the decision-making. Acta Psychologica Sinica, 2013, 45(8), 887-898.
  • The advance of reference price theories.Economics Information, 2013, 3.
  • Brand extension or sub-brand? A comparison based on brand attitude, advertising persuasion, and purchase intention. Management Review, 2013,2.
• Conference Papers/Presentations
  • The Role of Sentiment in Consumers' Buying Decision for New Launched Mutual Funds and Its Consequence. International Conference of Asian Marketing Associations, Tokyo, 2015, October.
  • Can “Wrong” Information Suggest the Right Things? Informativeness Bias and Effects on Decision Making. International Network of Business and Management Journals Conference, Lisbon, 2013, June.
  • Approaches to Overcoming Inaction Inertia. INFORMS Marketing Science Conference, Boston, 2012, June.
  • The Size of Consideration Set on Regret. INFORMS Marketing Science Conference, Singapore, 2007, June.