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Cheng He

Cheng He
Assistant Professor | Marketing
608-263-4755
4289 Grainger Hall

Biography

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, 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 PhD in Marketing from the Georgia Institute of Technology.

Research

Selected Accepted Journal Articles

He, C. & Ozturk, O. & Gu, C. & Chintagunta, P. (2022). Consumer Tax Credits for EVs: Some Quasi-Experimental Evidence on Consumer Demand, Product Substitution, and Carbon Emissions Management Science

Selected Published Journal Articles

Wang, T. & He, C. & Jin, F. & Hu, J. (2021). 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