Rate My Professor Joseph Chen

Dr. Joseph Chen is a Senior Lecturer in Marketing in the Department of Marketing at Macquarie Business School, Macquarie University in Sydney, Australia. He earned his PhD from the University of Otago in 2018, receiving the Exceptional PhD Thesis award. Chen's research specializes in ethical issues in marketing, exploring how ethically questionable business practices shape consumer responses and long-term relationships between consumers and firms. Contexts include brand scandals and crises, data privacy practices in services marketing, technological disruptions, and greenwashing in fast-moving consumer goods. His current research examines consumer responses toward innovation failures, data breach events, consumer trust in human-AI collaboration, and zero-sum mindsets in ethical decision-making. He is involved with the Ethics and Agency Research Centre and Applied AI Research Centre at Macquarie University.

Chen has received the Best Paper Award in the social marketing track at the Australian and New Zealand Marketing Academy Conference (2022), Early Career Researcher Award from Macquarie Business School, Highly Commended Vice-Chancellor's Learning and Teaching Early Career Award (2023), Macquarie University Research Acceleration Grant (2024), BioInnovation Grant (2024), and Macquarie Business School Course Success Grants (2024 and 2025). Key publications include "The effects of observing punishment on consumers’ decisions to punish other companies during industry-wide crises" (Journal of the Academy of Marketing Science, 2024, with Yi Li and Jun Yao), "Trust erosion during industry-wide crises: the central role of consumer legitimacy judgement" (Journal of Business Ethics, 2022, with J.A. Zhang et al.), "How privacy practices affect customer commitment in the sharing economy: A study of Airbnb through an institutional perspective" (Industrial Marketing Management, 2022, with K. Tamilmani et al.), "To disclose or to falsify: The effects of cognitive trust and affective trust on customer cooperation in contact tracing" (International Journal of Hospitality Management, 2021, with D. Waseem et al.), and "The double-edged effects of data privacy practices on customer responses" (International Journal of Information Management, 2023, with K.T. Tran et al.). His research appears in the World Health Organization database and informed the 2021 Australian Privacy Act Review. Chen has contributed to 11 press/media pieces and serves as Course Director for the Master of Marketing, with PhD supervision available.