Ming Chen

Ming Chen photo
Assistant Professor of Marketing
Friday 250C

Ming Chen is an Assistant Professor of Marketing in the Belk College of Business at the University of North Carolina at Charlotte. Her research focuses on using empirical models to examine the drivers of shopping behavior through consumers’ visual attention at point of purchase. She is also interested in understanding consumers’ viewership of TV shows or movies and their subsequent behaviors such as viewership of future TV episodes or emotion reactions. Professor Chen’s academic research has been published in Journal of Marketing Research and Customer Needs and Solutions.


Ph.D., Marketing, University of Houston
M.B.A., Finance,  Johns Hopkins University
B.S. & B.A., Computational Science & Business, University of Electronic Science and Technology of China

Research Interests:
Quantitative Marketing
Shopper Marketing


Ye Hu, Kitty Wang, Ming Chen, and Sam Hui, “Rational Herding among Retail Shoppers: The Case of Television Shopping Network,” Customer Needs and Solutions, 2021-06, Vol.8(1-2), p.27-40.

Ming Chen, Ray Burke, Sam Hui, and Alex Leykin, "Understanding Lateral and Vertical Biases in Consumer Attention: An In-Store Ambulatory Eye-Tracking Study, "Journal of Marketing Research, 2021, 58 (6), 1120-1141"

Ye Hu, Ming Chen, Sam Hui, "Sentiment Deviations in Responses to Movie Trailers across Social Media Platforms," Marketing Letters, Published online, 09 December, 2022.