Ming Chen

Ming Chen is an Assistant Professor of Marketing in the Belk College of Business at the University of North Carolina at Charlotte. Dr. Chen’s research interests focus on quantitative marketing and retailing. She is interested in applying statistical models and machine learning methods to examine the influences of consumers’ visual attention on their subsequent behaviors and to uncover the underlying factors that affect consumers’ eye movement during shopping journeys. Her research has been published in top-tier marketing academic journals including Journal of Marketing Research. Dr. Chen teaches Digital Marketing Analytics to both undergraduate and graduate-level (MBA) students. 

Dr. Chen received her B.A. and B.S. from the University of Electronic Science and Technology of China (UESTC), her MBA (concentration in Finance) from Johns Hopkins University and a Ph.D. in Marketing from the University of Houston. 

Research Interests

• Quantitative Marketing
• Shopper Marketing
• Eye-Tracking
• Retailing

Publications

• Ming Chen, Ray Burke, Sam Hui, and Alex Leykin, “Understanding Shoppers’ Attention to Price Information at the Point of Consideration using In-Store Ambulatory Eye-Tracking.” Journal of Retailing, 100(3), 439-455.
• Ming Chen, Wen Xie, and Chunxiao Xue, “An Empirical Examination of the Ad-Program “Congruence” Effect on Consumers’ Ad-Viewing Behaviors: Evidence from TVision Data.” (forthcoming), Journal of Advertising Research
• Wen Xie, Mi Hyun Lee, Ming Chen, and Zhu Han (2023), “Understanding Consumers’ Visual Attention on Online and Mobile Advertisements: An Ambulatory Eye-Tracking Study with Machine Learning Techniques,” Journal of Advertising, 53(3), 397-415.
• Ye Hu, Ming Chen, and Sam Hui (2023), “Sentiment Deviations in Responses to Movie Trailers across Social Media Platforms,” Marketing Letters, 34, 463-481.
• Ming Chen, Ray Burke, Sam Hui, and Alex Leykin (2021), “Understanding Lateral and Vertical Biases in Consumer Attention: An In-Store Ambulatory Eye-Tracking Study,” Journal of Marketing Research, 58(6), 1120-1141.
• Hu, Ye, Kitty Wang, Ming Chen, and Sam Hui (2021), “Rational Herding among Retail Shoppers: The Case of Television Shopping Network,” Customer Needs and Solutions, 8(1-2), 27-40.