Szu-chi Huang

Associate Professor, Marketing

Szu-chi Huang

Associate Professor of Marketing

R. Michael Shanahan Faculty Scholar for 2022–2023
Academic Area:

Additional Administrative Titles

PhD Faculty Liaison
Co-Director, Coca-Cola Digital Leadership Transformation Program
Co-Director, The Brains and Guts of Decision Making

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 Experimentation

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.


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), Marketing Science Institute’s Young Scholar (2017), and most recently the Society for Consumer Psychology’s Early Career Award (2020). For her teaching contribution, Professor Huang was named one of Poets Quants’ Best 40 Under 40 Professors in 2017, and received Stanford’s Amplifier Award for providing students broad and inclusive perspectives that prepare them to lead.

Academic Degrees

  • Ph.D. 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, 2017–2020
  • 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

  • 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 for 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
  • Trust Faculty Scholar, Stanford Graduate School of Business, 2018–19
  • 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


Journal Articles


Executive Education & Other Non-Degree Programs

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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
  • Associate Editor, Journal of Marketing Research
  • Education and Training Chair, Society for Consumer Psychology

In the Media

Insights by Stanford Business

School News