About Cheng
Professor He’s research interests include marketing and society, modern retailing, Fintech, and digital marketing.
Professor He earned his B.S. in Mathematics from Nankai University, an MS in Statistics from the University of Chicago, an MS in Economics from Georgetown University, and a Ph.D. in Marketing from the Georgia Institute of Technology.
Selected Accepted Journal Articles
He, C. & Ozturk, O. & Chintagunta , P. (2025). Fair Lending in Car Financing: Unintended Racial Consequences of CFPB Supervision of Dealer Markups Journal of Marketing Research
Selected Published Journal Articles
Luo, X. & He, C. & Hu, Y. & Li, X. & Cheng, Y. (2025). The Impact of Mobile Data Cost on Consumer Price Sensitivity: A Study of a Hotel Booking App Information Systems Research
Ozturk, O. & He, C. & Chintagunta , P. (2024). Frontiers: Inequalities in Dealers’ Interest Rate Markups? A Gender and Race-based Analysis Marketing Science
He, C. & Ozturk, O. & Gu, C. & Chintagunta, P. (2023). Consumer Tax Credits for EVs: Some Quasi-Experimental Evidence on Consumer Demand, Product Substitution, and Carbon Emissions Management Science
Wang, T. & He, C. & Jin, F. & Hu, J. (2022). Evaluating the Effectiveness of Marketing Campaigns for Malls Using A Novel Interpretable Machine Learning Model Information Systems Research
He, C. & Ozturk, O. & Gu, C. & Silva-Risso, J. (2021). The End of the Express Road for Hybrid Vehicles: Can Governments’ Green Product Incentives Backfire? Marketing Science
Meet More Marketing Faculty
Alan Stoffer
Alyssa Gosbee stang
Markus Brauer
