Rate My Professor Patrick Duong

Dr. Patrick Duong serves as an Associate Lecturer in the School of Management and Marketing, Faculty of Business and Law at Curtin University, Perth, Australia. He concurrently holds the position of Research Fellow and Lab Manager at the Consumer Research Lab (CRL) at Curtin University. Duong obtained his Doctor of Philosophy in Marketing from Curtin University, completing his thesis entitled "How Naturalness and Sustainability Affect Consumers' Perceptions and Acceptance of Cultured Meat" in January 2024.

Duong's academic interests lie in consumer neuroscience, consumer behaviour, food marketing, and luxury marketing. His research paradigm integrates marketing theories with neuroscience instruments and economic perspectives to promote the market competitiveness, resilience, and sustainability of Australian Food and Beverage producers. To date, Duong has published 11 peer-reviewed journal articles, achieving 95 citations according to Google Scholar. Prominent publications encompass "Assessing Australian consumer preferences for fresh pork meat attributes: A best-worst approach on 46 attributes" published in Meat Science (2022, 28 citations), "Is more really better for in-store experience? A psychophysiological experiment on sensory modalities" in the Journal of Consumer Marketing (2022, 42 citations), "Examining the role of luxury elements on social media engagement" in the Journal of Global Fashion Marketing (2021, 46 citations), "Opening the ‘black box’ of luxury consumers: An application of psychophysiological method" in the Journal of Marketing Communications (2021, 21 citations), and "Task type's effect on attitudes towards voice assistants" in the International Journal of Consumer Studies (2023, 19 citations). His research has appeared in leading outlets such as Journal of Retailing and Consumer Services.

In addition to his scholarly contributions, Duong has been recognized with the Teaching Excellence – University award and the School of Management and Marketing Best HDR Paper Award. He has delivered multiple impactful workshops for industry stakeholders, including Linley Valley Pork, Jade Tiger Abalone, and the Australian Council of Prawn Fisheries. As an alumnus of the Food Agility CRC, he focused on optimising digital customer journeys and digital marketing strategies for Australian value-added food and beverages.