 
Lufang (Maggie) Meng, a fifth year Ph.D. candidate in the marketing department as well as a current job market candidate, came to the Carlson School after completing her master's degree in mass communications (advertising and new media) in the School of Journalism and Mass Communication at the University of Minnesota. Her current research interests run the gamut from branding to entertainment economics, and her teaching interests are similarly expansive. A prolific writer and researcher, Meng has one paper under review (at the Journal of Consumer Research), three papers in preparation, and three more research projects in progress. Additionally, she was a Haring Symposium Fellow in both 2005 and 2006 and received a Carlson School dissertation fellowship for 2005-2006.
Meng's dissertation, "A Left-Brain Exploration of Consumer Creativity: Creative Thinking, Product Evaluation, and Cultural Differences," focuses on the influence of advertising creativity on consumers' evaluation of brand extensions. Her dissertation committee is comprised of advisor Michael J. Houston, Deborah Roedder John, Rajesh Chandy, and Ronald Faber.
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Research Interests
Dissertation
Manuscripts in Preparation
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"A Left-Brain Exploration of Consumer Creativity: Advertising Creativeness and the Impact on Brand Extension Evaluation," with Michael J. Houston. -
"In the Mood for a Movie: Explroing the Effect of Consumer Emotional Experience & Seasonality on Movie Financial Performance," with Rajesh Chandy. -
"Variety Seeking and Optimal Stimulation Level: Impact of Creativeness of Ad and Brand Image on Consumer Choice/Switch Behavior," with Michael J. Houston.
Research in Progress
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"Cultural Differences in Creative Thinking Styles and Impact on Advertising Design," with Michael J. Houston. Data collection completed. -
"Reinforcing or Complementing? Exploring Cultural Differences in Risk Reduction in the Context of Brand Mascots," with Sharon Ng (Nanyang Technological University, Singapore). Two studies completed.
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"Consumer Interaction with Virtual Sales Representatives: The Influence of Anthropomorphism on Risk Perception and Consumer Attitude toward Innovative Products." One study completed.
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Papers Under Review
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"Product as Remedy: Failures, Product Evaluation, and Self-Esteem in the Eyes of a 'Happy Materialist,'" with Michael J. Houston. Passed first round review at the Journal of Consumer Research.
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Lufang (Maggie) Meng, Ph.D. Candidate
Carlson School of Management
University of Minnesota
321 Nineteenth Avenue South, Suite 3-150
Minneapolis, MN 55455-0438
(612) 626-0873, fax (612) 624-8804
meng0032@umn.edu |
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