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Albert Wenben Lai

Albert Wenben Lai

Email: alai@mail.nsysu.edu.tw



Albert Wenben Lai is an associate professor of Marketing at National Sun Yat-Sen University. His primary expertise are Consumer Behavior and Marketing Channels. He published several papers in the Advances of Consumer Research in USA and in the Journal of ROC Management Science in Taiwan. The courses he has taught, currently and before, comprise of Marketing Management, Consumer Behavior, Marketing Channels, Research Methods, and Aesthetics Consumption and Postmodern Marketing. His current interests of research include: Interfirm Relationship in Marketing Channels, Consumer Information Search in Tourism, Consumer Price Cognition and Brand Images, and Reading Efficacy in Paper vs. Computer Screen.

Albert Wenben Lai earned a Ph.D. in Marketing from University of Wisconsin—Madison, USA in 1998. Professor Lai was a Fulbright Scholar from Taiwan to USA from 1984 to 1986. In 1986, He received an MS in Marketing from Northwestern University, Chicago, USA. In Taiwan, Albert Wenben Lai obtained his position and qualification as a Central Government Employee in Taxation Administration through the Higher National Examination in 1979, when he was a junior undergraduate in National Taiwan University. He received from National Taiwan University his Bachelor Degree in International Trade in 1980. In 1982, as in the first class of the school, Lai earned an MBA degree from National Sun Yat-Sen University.

October 2007


  • Consumer Behavior: Brand Images, Price Perception and Lifestyle
  • Channels of Distribution: Interorganizational cooperative behavior 
  • Consumer Cognition: Aesthetics Consumption and Product Semantics



  • 08/99-Present   Associate Professor, Department of Business Administration, National Sun Yat-sen University
  • 08/89-07/90      Secretariat in Chief, the Fourth International Conference on Comparative Management, Taiwan.
  • 08/86-07/89      Secretariat of College, College of Management, National Sun Yat-sen University
  • 08/82-07/99      Senior Lecturer, Department of Business Administration, National Sun Yat-sen University. (on leave to study abroad from 1984~1986, 1991~1996)
  • 08/75-10/76      Bank of Taiwan, Zouyin Branch, Kaohsiung, Taiwan
  • 02/74-07/75      Hsin-Kwan Insurance Company, Taipei, Taiwan
  • 02/72-01/74      Square Chief, Military Service, ROC Army, Taiwan
  • 09/68-01/72      Clerk, Rutledge Construction Co., Inc., Taipei, Taiwan



  • Ph.D. in Marketing, 1998, University of Wisconsin--Madison, USA
  • M.S. in Marketing, 1986, Northwestern University, USA
  • M.B.A. in Management Strategy, 1982 National Sun Yat-sen University, Taiwan
  • B.A. in International Trade, 1980, National Taiwan University, Taiwan



  • 2008-2009       Reading Performance in Multimedia Modes: Double Testing of the Dual-Coding Theory
  • 2008-2009       Consumer Information Search in Tourism and Family Lifestyle
  • 2007-2009       The Impacts of Stigma on Self-Concepts of People with Mental Illness
  • 2006-2008       The Furniture Schemata of Living Room: An Empirical Study in Taiwan
  • 2006-2008       An Inquiry on the Affective Dimensions of Product Semantics
  • 2005-2007       Forbearance and Adaptations in Marketing Channels
  • 2005-2007       The Furniture Schemata of Living Room: An Empirical Study in Taiwan



  • Doctoral    Advanced Business Research Methods. Seminar On Business Alliances And Marketing Channels.
  • MBA          Marketing Research Method. Comsumer Behavior Analysis. Business Research Methods. Marketing Channel Management. Multivariate Analysis. Aesthetics Consumption And Postmodern Marketing.
  • BBA           Marketing Management. Consumer Behavior. Multivariate Analysis.



  • 06/02-present   Reviewer, The Journal of Management Science, Taiwan
  • 06/01-06/08      Reviewer, Sun Yat-sen Management Review, Taiwan
  • 06/89-05/90      Secretariat in Chief, the Fourth International Conference on Comparative Management, Taiwan.