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Ph.D. Student


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Fei joined the doctoral program in fall 2014. His research interests focus on how to motivate consumers to make better choices that increase their well-being or communal social welfare in the context of digital marketing. One stream of his research focuses on developing digital marketing “nudges” to increase consumers’ well-being via influencing their judgments and choices. Another stream of his research explores how various aspects of campaigns influence consumers’ prosocial behaviors in online settings such as charitable (medical) crowdfunding and online referral programs. In addition to studying consumer judgments and choice from a theoretical perspective, he also emphasizes the importance of providing realistic, actionable, and generalizable managerial implications to benefit consumers, companies, and society. In line with this emphasis, his research combines multiple methods such as large-scale randomized field experiments that collaborate with companies, industry archival data, and well-controlled lab experiments. 

Fei’s teaching interests and experience lie in the areas of Digital Marketing, Marketing Analytics, Marketing Corporate Social Responsibility, Judgment and Decision Making, Consumer Behavior, Brand Management, and Marketing Research.


  • MSc in Psychology, Southwest University - China

Academic appointments

Academic responsabilities at HEC

  • 2016- Member, GREGHEC (CNRS), GREGHEC HEC Paris
  • 2014- Ph.D. Student HEC Paris