Skip to the content

Menu

Prof. Gerald GORN
  • Associate Dean (Research and Postgraduate Studies)
  • Chair Professor of Marketing
PhD, MSc

gerry.gorn@polyu.edu.hk
2766 7108
Consulting, Research and Teaching Interests:
  • Consumer Inferences and Attitudes
  • Sensory Marketing
  • Social Marketing

My research focuses on understanding consumer judgments and attitudes, and the factors that influence them. I address two substantive questions of interest to marketers and public policy makers: when and why marketing communications cause consumers to make certain types of inferences, and how to design more effective communication strategies based on this understanding. I have written articles on the effects of advertising and other types of communications on adults, children, and seniors and have received funding from a variety of sources for my research, including the Hong Kong Government (CERG grants). I publish in marketing, health, psychology, and policy journals, including the Journal of Marketing Research, Journal of Consumer Research, Management Science, Journal of Consumer Psychology, Journal of Marketing, Journal of Public Policy and Marketing, Psychology, Health, and Medicine, and American Journal of Public Health. My editorial board memberships include the Journal of Consumer Research, the Journal of Consumer Psychology, and Psychology, Health, and Medicine.