Biography

Dr. Lexie Huang is a dedicated scholar in the field of consumer behavior. Her research centers around understanding consumer perceptions of advanced technologies utilized in sales and service encounters, such as artificial intelligence, humanoid robots, and the metaverse. Her work has been published in the prestigious Journal of the Academy of Marketing Science, and also presented at esteemed global academic conferences, including the American Marketing Association, the Association of Consumer Research, and the European Marketing Academy. Dr. Huang has taught the course Event Marketing to undergraduate students. She is committed to contributing to the future of marketing by exploring the potential of new technologies in improving consumer acceptance and satisfaction, and also to cultivating and inspiring global marketing talents.

Research Interests

• Applications of Artificial Intelligence and Robot in Marketing
• Anthropomorphism
• Language in Marketing

Selected Publications

• Huang, L.L., Chen, R.P. & Chan, K.W. (2024). Pairing up with anthropomorphized artificial agents: Leveraging employee creativity in service encounters. Journal of the Academy of Marketing Science, 52, 955–975. https://doi.org/10.1007/s11747-024-01017-w