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Cheng He

Cheng He
Assistant Professor | Marketing
4289 Grainger Hall


Cheng He joined the Wisconsin School of Business in August 2020 as an Assistant Professor in the Department of Marketing.

Professor He’s research interests include sustainability and social impact, modern retailing, online consumer behavior, 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 Published Journal Articles

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