Hannah H. Chang

Associate Professor of Marketing, Singapore Management University (SMU)

Hannah H. Chang, Associate Professor of Marketing at Singapore Management University

My research examines consumer behavior and decision making, affect (feelings), consumer experience, and technology-mediated marketplaces (e.g., crowdfunding, AI/LLMs, and voice technology). My work has appeared in leading journals and is supported by competitive external grants, including four MOE Tier 2 grants and a National Research Foundation grant. I serve as Area Editor at the International Journal of Research in Marketing and Associate Editor at the Journal of Consumer Psychology. At SMU, I serve as IRB Chair and a Fellow at the Longevity Societies and Economics Institute. I was Director of PhD Programmes at Lee Kong Chian School of Business (2020–2023) and elected Faculty Senate Chair (2022–24, 2025–26).

I received my Ph.D. and M.Phil. in Marketing from Columbia University and my B.A. (Summa Cum Laude) in Economics from UC Irvine.

Featured Research

BRIDGE: A Method to Incorporate Real-World Stimuli in Consumer Experiments

Mukherjee, A., Chang, H. H., & Gupta, S. Behavioral Research Through Interpretable, Dimensionality-reduced Generative AI Embeddings (BRIDGE): A Method to Incorporate Real-World Stimuli in Consumer Experiments. Forthcoming at Journal of Marketing Research.

Code & Python package on GitHub

Acknowledgments: This research was supported by the Ministry of Education (MOE), Singapore, under its Academic Research Fund (AcRF) Tier 2 Grant, No. MOE-T2EP40124-0005.