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21 </head> <body class="fixed-top-nav "> <header> <nav id="navbar" class="navbar navbar-light navbar-expand-sm fixed-top" role="navigation"> <div class="container"> <button class="navbar-toggler collapsed ml-auto" type="button" data-toggle="collapse" data-target="#navbarNav" aria-controls="navbarNav" aria-expanded="false" aria-label="Toggle navigation"> <span class="sr-only">Toggle navigation</span> <span class="icon-bar top-bar"></span> <span class="icon-bar middle-bar"></span> <span class="icon-bar bottom-bar"></span> </button> <div class="collapse navbar-collapse text-right" id="navbarNav"> <ul class="navbar-nav ml-auto flex-nowrap"> <li class="nav-item active"> <a class="nav-link" href="/">about <span class="sr-only">(current)</span> </a> </li> <li class="nav-item "> <a class="nav-link" href="/publications/">publications </a> </li> <li class="nav-item "> <a class="nav-link" href="/media/">media </a> </li> <li class="nav-item "> <a class="nav-link" href="/cv/">cv </a> </li> <li class="nav-item "> <a class="nav-link" href="/teaching/">teaching </a> </li> <li class="nav-item"> <button id="search-toggle" title="Search" onclick="openSearchModal()"> <span class="nav-link">ctrl k <i class="fa-solid fa-magnifying-glass"></i></span> </button> </li> <li class="toggle-container"> <button id="light-toggle" title="Change theme"> <i class="fa-half-sun-moon" id="light-toggle-system"></i> <i class="fa-solid fa-moon" id="light-toggle-dark"></i> <i class="fa-solid fa-sun" id="light-toggle-light"></i> </button> </li> </ul> </div> </div> </nav> <progress id="progress" value="0"> <div class="progress-container"> <span class="progress-bar"></span> </div> </progress> </header> <div class="container mt-5" role="main"> <div class="post"> <header class="post-header"> <h1 class="post-title"> <span class="font-weight-bold">Hannah</span> H. Chang </h1> <p class="desc">Associate Professor of Marketing, <a href="https://www.smu.edu.sg/" rel="external nofollow noopener" target="_blank">Singapore Management University</a> (SMU) </p> </header> <article> <div class="profile float-right"> <figure> <picture> <source class="responsive-img-srcset" srcset="/assets/img/prof_pic-480.webp 480w,/assets/img/prof_pic-800.webp 800w,/assets/img/prof_pic-1400.webp 1400w," type="image/webp" sizes="(min-width: 930px) 270.0px, (min-width: 576px) 30vw, 95vw"> <img src="/assets/img/prof_pic.jpg?v=647dda96b31047dacff035de401c6a35" class="img-fluid z-depth-1 rounded" width="100%" height="auto" alt="Hannah H. Chang, Associate Professor of Marketing at Singapore Management University" loading="eager" onerror="this.onerror=null; $('.responsive-img-srcset').remove();"> </source></picture> </figure> <div class="more-info"></div> <div class="social" style="margin-top: 0.5rem;"> <div class="contact-icons"> <a href="https://faculty.smu.edu.sg/profile/hannah-h-chang-2236" title="Faculty Profile" rel="external nofollow noopener" target="_blank"><i class="fas fa-building-columns"></i></a> <a href="https://scholar.google.com/citations?user=Qwr1ZwgAAAAJ" title="Scholar userid" rel="external nofollow noopener" target="_blank"><i class="ai ai-google-scholar"></i></a> <a href="https://orcid.org/0000-0001-8653-0990" title="Orcid id" rel="external nofollow noopener" target="_blank"><i class="ai ai-orcid"></i></a> <a href="https://www.linkedin.com/in/hannah-h-chang-99410b4" title="Linkedin username" rel="external nofollow noopener" target="_blank"><i class="fa-brands fa-linkedin"></i></a> <a href="https://www.researchgate.net/profile/Hannah-Chang-6/" title="Research gate profile" rel="external nofollow noopener" target="_blank"><i class="ai ai-researchgate"></i></a> </div> </div> </div> <div class="clearfix"> <p>My research examines consumer behavior and decision making, affect (feelings), consumer experience, and technology-mediated marketplaces (e.g., crowdfunding, AI/LLMs, and voice technology). My work has appeared in leading journals and is supported by competitive external grants, including four MOE Tier 2 grants and a National Research Foundation grant. I serve as Area Editor at the <em>International Journal of Research in Marketing</em> and Associate Editor at the <em>Journal of Consumer Psychology</em>. At SMU, I serve as IRB Chair and a Fellow at the <a href="https://longevity.smu.edu.sg/" rel="external nofollow noopener" target="_blank">

21Longevity Societies and Economics Institute</a>. I was Director of PhD Programmes at <a href="https://business.smu.edu.sg/" rel="external nofollow noopener" target="_blank">Lee Kong Chian School of Business</a> (2020–2023) and elected Faculty Senate Chair (2022–24, 2025–26).</p> <p>I received my Ph.D. and M.Phil. in Marketing from Columbia University and my B.A. (<em>Summa Cum Laude</em>) in Economics from UC Irvine.</p> <div style="margin-top: 2rem;"> <h4>Featured Research</h4> <img src="/assets/img/BRIDGE_visual_summary.png" alt="BRIDGE: A Method to Incorporate Real-World Stimuli in Consumer Experiments" style="width:100%;border-radius:6px;display:block;"> <iframe src="https://www.youtube.com/embed/ZZNh8_Fwl1M?rel=0" title="Explainer: The BRIDGE Methodology" style="width:100%;aspect-ratio:16/9;border-radius:6px;border:0;margin-top:1rem;display:block;" allow="accelerometer; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen=""></iframe> <p style="font-size:0.85em;color:gray;margin-top:0.5rem;">Mukherjee, A., Chang, H. H., &amp; Gupta, S. Behavioral Research Through Interpretable, Dimensionality-reduced Generative AI Embeddings (BRIDGE): A Method to Incorporate Real-World Stimuli in Consumer Experiments. Forthcoming at <em>Journal of Marketing Research</em>.</p> <p style="font-size:0.85em;margin-top:0.25rem;"><a href="https://github.com/dranirbanmukherjee/bridge" target="_blank" rel="noopener"><i class="fa-brands fa-github"></i> Code &amp; Python package on GitHub</a></p> <p style="font-size:0.85em;color:gray;margin-top:0.5rem;"><strong>Acknowledgments:</strong> This research was supported by the Ministry of Education (MOE), Singapore, under its Academic Research Fund (AcRF) Tier 2 Grant, No. MOE-T2EP40124-0005.</p> </div> </div> </article> </div> </div> <footer class="fixed-bottom" role="contentinfo"> <div class="container mt-0"> © Copyright 2026 Hannah H. Chang. Powered by <a href="https://jekyllrb.com/" target="_blank" rel="external nofollow noopener">Jekyll</a> with <a href="https://github.com/alshedivat/al-folio" rel="external nofollow noopener" target="_blank">al-folio</a> theme. Hosted by <a href="https://pages.github.com/" target="_blank" rel="external nofollow noopener">GitHub Pages</a>. Photos from <a href="https://unsplash.com" target="_blank" rel="external nofollow noopener">Unsplash</a>. </div> </footer> 

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