Wencheng Joseph Chang, PhD
Management & Marketing
Charlton College of Business 329
|University of Manchester||PhD|
|University of Missouri||MBA|
- MKT 311 Principles of Marketing
- MKT 431 Consumer Behavior
- MKT 690 Advnaced Consumer Behavior
A basic understanding of the role and scope of responsibilities facing contemporary marketing management. Emphasis is placed on the integration of marketing principles into an organized approach for decision making.
Online and Continuing Education Courses
A study of consumer decision processes as a series of activities related to the purchase and consumption of goods. Emphasis is given to contemporary thought on the consumer problem-solving process, namely problem recognition, search, evaluation, commitment and post-purchase behavior.
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- Major: feedback extension effects on family brand evaluations
- Supporting: advertising message research
- Supporting: cross-cultural comparisons
Dr. Chang is an assistant professor of marketing at the Charlton College of Business, University of Massachusetts Dartmouth. He had taught internationally across continents, including the immediate past decade in Canada, on both undergraduate and graduate levels. He also had several years of industry experience with multinational companies during his earlier career. His research specializes in consumer behavior about branding, consisting of one major and two supporting research streams. The first and major stream examines factors moderating the feedback effect of brand extensions on entitative brands. The second and third streams explore advertising message effectiveness and compare cross-cultural differences in perception, respectively.