Dr Nuoya Chen obtained her bachelor’s degree in accounting and her PhD degree in marketing from Fudan University, Shanghai, China.
 
During her PhD studies, Dr Chen taught marketing management, marketing research, and digital marketing as a teaching assistant.  In terms of professional experience, she had intern experiences in Pepsi, Shanghai Media Group, and BDO. Besides, she had worked as a part-time business case writer in Knowledge Development and Communication Centre at the School of Management, Fudan University for over five years, writing business cases for many companies (e.g. Xiaohongshu and Suning.com).

Dr Chen’s research interests are consumer emotions, human-technology interaction in marketing, health, and consumer well-being. Her research has been published in various peer-reviewed international journals, such as International Journal of Research in Marketing, Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Consumer Affairs, and Journal of Consumer Marketing.