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Chun-Tuan Chang,PhD

Chun-Tuan Chang

Office: CM4059
Phone: 4627
Email: ctchang@faculty.nsysu.edu.tw



Chun-Tuan Debbie Chang is an assistant professor at the Department of Business Management, National Sun Yat-sen University. Her teaching areas are marketing communication, consumer psychology, and international marketing.

Chun-Tuan holds a B.S. degree in Finance from the National Taiwan University and an MBA degree from the University of Illinois. She received her Ph.D. candidacy in marketing with the minor in Psychology from the University of Houston. Chun-Tuan joined the PhD program at the University of Edinburgh in October 2002, as she wished to broaden her academic and cultural horizons by spending time in a European academic institution. In 2004 Chun-Tuan earned her Ph.D. degree in Marketing under the supervision of Dr. Stephanie O’Donohoe and Professor John Dawson. Prior to joining the faculty, she was an assistant professor at the National University of Kaohsiung where she has since been involved in a number of interdisciplinary projects with research funding from the National Science Council: implications of framing effects in nonprofit marketing and discount promotion, political communication, and cause-related marketing. Current research interests include healthcare marketing, consumer decision-making, political marketing and corporate philanthropic influences on consumer behavior. Her papers have been published in the Psychology & Marketing,Journal of Advertising ResearchAdvances in Consumer Research,and elsewhere.



  1. Consumer Behavior
  2. Advertising
  3. Marketing Management
  4. International Marketing Management
  5. Experimental Design



  • 08/17 - 07/20         Department Chair,Department of Business Management
  • 2000                         Kaohsiung Medical University Hospital, Kaohsiung, Taiwan, Research Assistant at the Dental Department (Full-Time), Conducted Cost-Benefit Analysis of the dental department, Evaluated operational independence of the dental department, Published a series of discussion paper on marketing strategy planning in hospital industry at Journal of Kaohsiung Medical University, Guided surveys of consumer dental hygiene behavior and satisfaction toward the dental department at Kaohsiung Medical University Hospital.
  • 1995 - 1998             Kaohsiung Social Service Association on campus, Taipei, Taiwan, President, academic administrator, and consultant, Directed a staff of eighty in assessing needs and delivering social service to local community in Kaohsiung County, Enhanced the image of association and built developed relationships with government and social associations.
  • 1995 - 1997             Foundation of Jim-Long Yuan, Taipei, Taiwan, Public Relation Personnel (Part-Time), Coordinated publicizing agency activities and reporting on event success, Directed a fund raising campaign which resulted in an expansion of the foundation library.



  • 2004    University of Edinburgh Ph.D. in Marketing Department of Business Studies School of Economics and Management Studies (Supervisors: Dr. Stephanie O’Donohoe, and professor John Dawson)
  • 2002    University of Houston Ph.D. candidate in Marketing (GPA 3.63/4.0), Minor in Psychology
  • 1999    University of Illinois at Chicago, Master of Business Administration, Concentration: Marketing (GPA 4.8/5.0)
  • 1998    National Taiwan University, Bachelor of Finance



  • 2016-2018       Chair of research grant (MOST: 105-2410-H-110 -027 -MY2) “Exposures to Bikinis Lead to Indulgent Consumption: It Depends on How You Present and Who Sees the Sexual Stimuli”
  • 2016-2018       Chair of research grant (MOST: 105-2410-H-110 -032 -MY2) “Does a Sad Face to Gain Sympathy Work in Advertising for Cause-Related Marketing? Full-Factorial Design, Eye-Tracking Experiments, and Model Testing”
  • 2015-2016       Chair of research grant (MOST: 104-2628-H-110 -003 -) “Is Cuteness Angel or Devil? Influences of Product Cuteness With Anthropomorphism on Consumer Altruism”
  • 2011-2013       Chair of research grant (NSC: 100-2628-H-110-005-MY2) “Is a Cause Photo a Panacea in Cause-Related Marketing Ads? Evidence from Experiments and Neuro-Science Settings”
  • 2010-2013       Chair of research grant (NSC:99-2410-H-110-030-MY3) “Are Guilt Appeals Panacea in Green Advertising? Theory, Empirical Evidence, and Model Testing”
  • 2007-2010       Chair of research grant (NSC:96-2416-H-110-026-MY3)“Influences of 'Doing Good by Buying Goods' on Consumer Purchase Decision”
  • 2006-2007       Chair of research grant (NSC: 95-2416-H-390-005-) “Perfect Political Advertising: The Moderators of Political Sophistication and Candidate/Party Credibility”
  • 2005-2006       Chair of research grant (NSC: 94-2416-H-390-001)“A Cross-National Study on the Effectiveness of Price Framing Tactics in Consumer Product Advertising ”
  • 2005-2006       Co-chair of research grant (NSC: 94-2412-H-110-002-)“What Do We Know about the Advertising Effectiveness of the Public Welfare Lottery?”
  • 2004-2005       Chair of research grant (NSC: 93-2416-H-390-009)“Framing Makes a Difference: How to Successfully Frame an Advertisement Message for Reducing Child Poverty”



  • Doctoral    Experimental Design
  • MBA           International Marketing Management, Marketing Management and Research, Cross-National Consumer Research, Consumer Decision Making, Marketing Research, Multivariate Analysis.
  • BBA            Integrated Marketing Communication, Marketing Strategic Management, Marketing Management, Introduction to Marketing, Consumer Behavior.


SERVICES 2011-2016

  • International reviewer of Journal of Advertising (SSCI journal)

  • International reviewer of Journal of Applied Social Psychology (SSCI journal)

  • International reviewer of Annals of Tourism Research (SSCI journal)

  • International reviewer of Annals of Tourism Research (SSCI)

  • International reviewer of Social Behavior and Personality (SSCI)

  • Reviewer of European Advances in Consumer Research

  • Reviewer of 台大管理論叢 (TSSCI)

  • Reviewer of 電子商務學報 (TSSCI)

  • Reviewer of 交大管理學報 (TSSCI)

  • Reviewer of 中山管理評論 (TSSCI)

  • Reviewer of 廣告學研究

  • Reviewer of Pan-Pacific Management Review

  • Reviewer of Management Review (管理評論) (TSSCI journal)

  • Review of Asia-Pacific Economic and Management Review (亞太經濟管理評論)

  • Reviewer of Fu Jen Management Review (輔仁管理評論)

  • Committee member for the United Way, Taiwan

  • Oral examiner of Examination Yuan, Taiwan.