Szu-chi Huang

Associate Professor, Marketing

Szu-chi Huang

Associate Professor of Marketing

Academic Area:

Additional Administrative Titles

PhD Faculty Liaison
Co-Director, Coca-Cola Digital Leadership Transformation Program
Director, Asian Leadership Program

Research Statement

Szu-chi Huang’s research focuses on motivation science, specifically the temporal and social dynamics of goal pursuit. Huang uses experiments to tightly examine causal processes, and field studies to test these findings in the real world, such as launching loyalty programs with companies and conducting intervention campaigns with nonprofit organizations like UNICEF. Her recent projects examine consumer motivation in social settings, such as shared goal-pursuit platforms (e.g., Weight Watchers, Fitbit) and pro-social behaviors (e.g., motivation behind donations). Her recent work also explores topics related to machines and service robots, spending and investing, and creativity.

Research Interests

  • Consumer Motivation and Self-Regulation
  • Social Dynamics in Shared Goal Pursuit
  • New Technology and Social Impact
  • Field Intervention on Health and Sustainability

Teaching Statement

Huang believes that education in business school is a transformational process to create strategic thinkers. Students are encouraged to take a critical approach when analyzing real-world executions rather than merely accepting companies’ current practices as absolute truth. Along this line, she also believes that great education in business school takes place when course materials are related to the real world. Thus, she strives to have students work on real-world projects, conduct real consumer research (no matter how small the scale is), and provide strategic analyses and suggestions that can actually be applied in the real world, under a practical budget constraint. Lastly, she believes that students learn best through active participation, and that intense discussion leads to transformation in thoughts.

Bio

Huang is an associate professor of marketing and PhD liaison at Stanford Graduate School of Business. She received her PhD in marketing and a master’s degree in advertising from the University of Texas at Austin. She also holds two bachelor’s degrees from the National Taiwan University in business administration and in business/financial Law. Prior to her academic career, Huang worked at JWT Advertising Agency as an account manager. While at JWT, she managed global brands such as Unilever and Estee Lauder.

Huang’s research focuses on motivation science, specifically the temporal and social dynamics of goal pursuit. Her research has been published in top marketing, management, and psychology journals, such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing,Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, Journal of the Association for Consumer Research, Journal of Experimental Social Psychology, and Journal of Personality and Social Psychology. Her findings were featured in the popular press, including Harvard Business Review, Inc., Forbes, Fast Company, The Today Show, Men’s Health, Inside Marketing, and The Huffington Post. She has been awarded prestigious fellowships and awards, including the American Marketing Association’s Rising Star Award (2013), AMA-Sheth Distinguished Faculty Fellow (2017, 2022, 2024), Marketing Science Institute’s Young Scholar (2017), Marketing Science Institute Scholar, (2023), and Early Career Awards from the Society for Consumer Psychology (2020) and the Society for the Science of Motivation (2022). For her teaching contribution, Professor Huang was named one of Poets Quants’ Best 40 Under 40 Professors in 2017, and has received Stanford’s Amplifier Award (2020) and the prestigious Distinguished Teaching Award (2022).

Academic Degrees

  • PhD in Marketing, McCombs School of Business, University of Texas at Austin, 2013
  • MA in Advertising, University of Texas at Austin, 2008
  • BS in Business Administration (summa cum laude), National Taiwan University, Taiwan, 2002
  • BS in Economical and Financial Laws (summa cum laude), National Taiwan University, Taiwan, 2002

Academic Appointments

  • Associate Professor of Marketing (tenured), Stanford GSB, 2020–present
  • Associate Professor of Marketing, Stanford GSB, 2017–20
  • Assistant Professor of Marketing, Stanford GSB, 2013–17

Professional Experience

  • Account Manager, J. Walter Thompson Advertising Agency, 2004–06
  • Account Executive, J. Walter Thompson Advertising Agency, 2002–04

Awards and Honors

  • AMA-Sheth Distinguished Faculty Fellow, 2024
  • BGS (Business, Government, and Society) Research Fund Grant, 2024
  • Marketing Science Institute (MSI) Scholar, 2023
  • BGS (Business, Government, and Society) Research Fund Grant, 2023
  • R. Michael Shanahan Faculty Scholar, Stanford Graduate School of Business, 2022–23
  • Early Career Award, Society for the Science of Motivation (SSM), 2022
  • Distinguished Teaching Award, Stanford Graduate School of Business, 2022
  • AMA-Sheth Distinguished Faculty Fellow, 2022
  • Transdisciplinary Initiatives Program Award, “Examining Communication and Marketing Strategies to Reduce Food Insecurity among Latinx Children in California's San Joaquin Valley,” 2021
  • The Jen-Hsun and Lori Huang Foundation Digital Mental Health Platform Fund, “Adaptive Digital Mental Health Tools to Improve COVID-19 Mental Health among Healthcare Workers,” 2020–21
  • The Amplifier Award, Stanford Graduate School of Business, 2020
  • Early Career Award, Society for Consumer Psychology, 2020
  • Business School Trust Faculty Scholar, Stanford Graduate School of Business, 2019–20
  • Alumni Excellence Award, Zhongshan Elementary School, Taiwan, 2019
  • Hong Kong Research Council Grant, “Corporate Social Responsibility and Consumer Donation Behavior,” (Co-Investigator), 2019
  • Finalist, Erin Anderson Award for Emerging Female Marketing Mentor and Scholar, 2019
  • Business School Trust Faculty Scholar, Stanford Graduate School of Business, 2018–19
  • Business School Trust Faculty Scholar, Stanford Graduate School of Business, 2017–18
  • Top 40 Business School Professors under 40, Poets & Quants, 2017
  • AMA-Sheth Distinguished Faculty Fellow, 2017
  • Marketing Science Institute’s Young Scholar, 2017
  • Stanford GSB All Star (recognition of teaching/advisory excellence for STEP), 2016–17
  • Discovery Award, Stanford Institute for Innovation in Developing Economies, 2015
  • Spence Faculty Scholar Award, Stanford Graduate School of Business, 2014–15
  • Faculty Fellowship Award, Stanford Center at Peking University, 2014–15
  • Wharton Customer Analytics Initiative Grant, ”Measuring Skill Level and Optimizing Player-Matching Algorithms in Online Games,” 2014
  • Science of Philanthropy Initiative Partnership Grant, 2014
  • Rising Star Award, American Marketing Association Consumer Behavior Special Interest Group, 2013
  • William Powers, Jr. Presidential Graduate Fellowship, University of Texas at Austin, 2012–13
  • Dean's Fellowship, University of Texas at Austin, 2009–11
  • AMA-Sheth Foundation Doctoral Consortium Fellow, 2009–2011
  • Dean's Fellowship, University of Texas at Austin, 2011
  • Morris Hite/Tracy Locke Endowed Presidential Scholarship, University of Texas at Austin, 2007–08
  • Best Presenter of the Year, J. Walter Thompson, 2006
  • Top Team Award, J. Walter Thompson , 2006

Publications

Journal Articles

Szu-chi Huang, Michal Maimaran, Daniella Kupor
Journal of Marketing Research
February 2024
Christopher J. Bechler, Szu-chi Huang, Joshua I. Morris
Journal of the Association for Consumer Research
July 2023 Vol. 8 Issue 4
Christopher J. Bechler, Samina Lutfeali, Szu-chi Huang, Joshua I. Morris
Journal of Consumer Psychology
May 2023
Fangyuan Chen, Szu-chi Huang
Journal of Consumer Psychology
April 2023 Vol. 33 Issue 2 Pages 432–440
Szu-chi Huang, Leonard Lee
Journal of Consumer Research
February 2023 Vol. 49 Issue 5 Pages 926–939
Jen Park, Szu-chi Huang, Bella Rozenkrants, Daniella Kupor
Journal of Consumer Psychology
July 2021 Vol. 31 Issue 3 Pages 429–449
Andrea Weihrauch, Szu-chi Huang
Journal of Marketing
May 2021 Vol. 85 Issue 3 Pages 184–203
Melanie S. Brucks, Szu-chi Huang
Journal of the Association for Consumer Research
July 2020 Vol. 5 Issue 3 Pages 291–301
Angelos Stamos, Florian Lange, Szu-chi Huang, Siegfried Dewitte
Journal of Research in Personality
February 2020 Vol. 84
Szu-chi Huang, Jennifer Aaker
Journal of Personality and Social Psychology
October 2019 Vol. 117 Issue 4 Pages 697-720
Jacob Suher, Szu-chi Huang, Leonard Lee
Journal of Consumer Psychology
October 2019 Vol. 29 Issue 4 Pages 642-651
Daniella Kupor, Melanie S. Brucks, Szu-chi Huang
Journal of Personality and Social Psychology
September 2019 Vol. 117 Issue 3 Pages 500-521
Szu-chi Huang, Stephanie C. Lin, Ying Zhang
Journal of Personality and Social Psychology
September 2019 Vol. 117 Issue 3 Pages 605-620
Szu-chi Huang, Daniella Kupor, Michal Maimaran, Andrea Weihrauch, (All authors contributed equally)
Journal of the Association for Consumer Research
January 2019 Vol. 4 Issue 1 Pages 77-86
Szu-chi Huang
Journal of Marketing Research
June 2018 Vol. 55 Issue 3 Pages 382-395
Szu-chi Huang, Liyin Jin, Ying Zhang
Organizational Behavior and Human Decision Processes
July 2017 Vol. 141 Pages 1-15
Szu-chi Huang, Jordan Etkin , Liyin Jin (First two authors contributed equally)
Journal of Personality and Social Psychology
June 2017 Vol. 112 Issue 6 Pages 813-837
Szu-chi Huang, Susan M. Broniarczyk, Ying Zhang, Mariam Beruchashvili
Journal of Consumer Research
February 2015 Vol. 41 Issue 5 Pages 1252-1266
Liyin Jin, Szu-chi Huang, Ying Zhang (All authors contributed equally)
Journal of Consumer Research
December 2013 Vol. 40 Issue 4 Pages 711-725
Szu-chi Huang, Ying Zhang
Journal of Personality and Social Psychology
February 2013 Vol. 104 Issue 2 Pages 236-248
Szu-chi Huang, Ying Zhang, Susan M. Broniarczyk
Journal of Personality and Social Psychology
August 2012 Vol. 103 Issue 2 Pages 225-241
Marlone D. Henderson , Szu-chi Huang, Chiu-chi Angela Chang
Journal of Experimental Social Psychology
2012 Vol. 48 Issue 1 Pages 220-225
Szu-chi Huang, Ying Zhang
Journal of Marketing Research
December 2011 Vol. 48 Issue 6 Pages 1045-1056
Ying Zhang, Jing Xu, Zixi Jiang, Szu-chi Huang
Journal of Consumer Research
2011 Vol. 38 Issue 1 Pages 78-93
Ying Zhang, Szu-chi Huang
Journal of Consumer Research
December 2010 Vol. 37 Issue 4 Pages 641-654
Shu-Chuan Chu, Szu-chi Huang
Journal of International Consume Marketing
March 16, 2010 Vol. 22 Issue 2 Pages 129-145
Ying Zhang, Szu-chi Huang, Susan M. Broniarczyk
Journal of Consumer Research
2010 Vol. 37 Issue 1 Pages 129-142
Wei-ching Wang, Taofang Huang, Szu-chi Huang, Li-jung Wang
China Media Research
October 2009 Vol. 5 Issue 4 Pages 47–62

Book Chapters

Szu-chi Huang
Explorations in Goal Systems (forthcoming)
2024
Szu-chi Huang, Stephanie Lin
The Oxford Handbook of the Psychology of Competition
May 2022

Teaching

Executive Education & Other Non-Degree Programs

Advance your skills, career, and network with the Asian Leadership Program, the first program of its kind from a leading business school.
Transform marketing in your organization with strategic frameworks, customer-centric innovation, and persuasive communication and leadership skills.
Effectively diagnose and solve problems using proven frameworks for executing change in this multidisciplinary strategic management course.
Develop strategic frameworks, customer empathy, and communication and leadership skills to help you move from product management to the C-suite.
Make the business case for sustainability with strategic and financial frameworks, personal leadership skills, and a deeper knowledge of today’s sustainability landscape.

Other Teaching

Programs and Non-Degree Courses

Coca-Cola Digital Leadership Transformation Program, 2022
Google Executive Circle, 2021
WICT Senior Executive Seminar, 2021
SEED Transformation Program (Executives in India and Africa), 2020
MRKT The Human Factor, 2019–present
ELD The Human Factor, 2018–present
EPGC The Human Factor, 2017–present

Stanford GSB Affiliations

Service to the Profession

Associate Editor

  • Journal of Consumer Research, 2021–present
  • Journal of Marketing Research, 2022–present
  • Association for Consumer Research annual conference, 2021, 2023
  • Society for Consumer Psychology annual conference, 2019

Editorial Review Board

  • Journal of Consumer Research
  • Journal of Consumer Psychology
  • Journal of Marketing Research

Leadership

  • Education and Training Chair, Society for Consumer Psychology, 2022–2025
  • Co-chair, Climate Change Challenge (SCP Pre-Conference), 2023
  • Founding member and Faculty Chair, California School Conference, 2022
  • Social Co-Chair, Society for Consumer Psychology conference, 2022
  • Co-Chair, Society for the Science of Motivation (APS) conference, 2020, 2021

In the Media

Insights by Stanford Business

June 05, 2024
Dive into these thought-provoking, research-driven, and leadership-inspired podcast episodes.
May 01, 2024
If we want robots to be good for society, then we need to humanize them.
March 20, 2024
A first-of-its-kind study finds that children respond to pricing incentives when buying their own snacks.
December 12, 2023
’Tis the season for personal and professional growth.
July 06, 2023
Consumers reach for cash when they want to forget about purchases they may regret later.
March 17, 2023
Research-based approaches for bringing fresh ideas to teams and organizations.
February 23, 2023
How to design a robot that not only responds to disasters but inspires humans to help each other?
December 06, 2022
Five lessons in five minutes: Professor Szu-chi Huang on how humans make decisions and get motivated.
July 11, 2022
Here’s a list of shows to add to your summer listening.
May 31, 2022
In this episode, we look at an essential ingredient of human behavior: motivation.
October 08, 2021
New research finds a link between the concept of “subjective age” and people’s willingness to help strangers.
July 09, 2021
Comparing our bodies to machines can encourage healthy eating — or backfire.
September 10, 2020
A new study finds that recurring brainstorming sessions produce ideas that are, well ... kind of meh, actually.
June 29, 2020
Mitigate the psychological trauma wrought by COVID-19 by making meaning out of tragedy.
December 17, 2019
Outfitting consumers with cameras reveals how grocery lists influence purchasing behavior — and when stores can cajole shoppers into trying new products.
November 27, 2019
How marketers are using the power of persuasion to combat childhood obesity.
August 30, 2019
To sustain the behaviors that helped you reach a goal, think about the achievement as a journey rather than a destination.
July 02, 2019
Escape the heat with books recommended by Stanford business professors.
May 15, 2019
New research shows that people with shared goals can get lured into “pseudo competitions” that hurt all involved.
December 19, 2018
Stanford GSB faculty recommend books, articles, and movies related to the concept.
September 07, 2018
In Panama, a new study finds that kids are more likely to drink healthier beverages if you speak the truth — subtly.
February 13, 2018
Comparing ourselves to others can help us meet goals — especially if the timing’s right.
December 05, 2017
15 Stanford business professors recommend books for those long winter nights.
May 17, 2017
Research shows that incremental achievements are good early motivators, but their effect wanes as the finish line nears.
February 15, 2017
Scholars reveal how to beat the thinking that causes late-stage motivation to flag.
October 14, 2014
Marketing research finds that peer support in programs such as Weight Watchers fades as members near the target.
November 26, 2013
Stanford marketing professor Szu-chi Huang finds that what motivates people to achieve a goal changes along the journey.

School News

May 09, 2024
If you’re looking for smart answers to complex questions, then you should check out this new podcast.
January 18, 2024
If/Then aims to help business leaders address modern problems
June 29, 2022
Students choose Szu-chi Huang, Scott Brady, Darrell Duffie, and David Dodson for 2021–2022 teaching awards.
April 05, 2021
How a professor’s love of art led her to a career in marketing research.