Stephen He, PhD
Assistant Professor, Marketing
Contact
- BB 04.04.30
- 210-458-6330
- stephen.he@utsa.edu
Bio
Stephen He received his PhD in marketing from the Scheller College of Business, Georgia Institute of Technology. As a marketing professor and researcher, He is interested in how consumers process information and make decisions in digital marketplaces. His research examines the dynamics among word of mouth, emerging technologies and new forms of communication throughout the consumer decision journey. His work has been published in the Journal of Marketing Research, the Journal of Consumer Research, MIS Quarterly, Information Systems Research, the Journal of Consumer Psychology and featured in Science Daily.
He’s research allows marketers to better promote their brands, products and services and improves the quality of consumer decisions. His work has been sponsored by the Marketing Science Institute, the Sloan Foundation funded Research Program on the Economics of Knowledge Contribution and Distribution and the Society for Consumer Psychology.
Research Interests
- Consumer decision process
- Psychology of technology
- Word of Mouth marketing
Degrees
- PhD Georgia Institute of Technology
Publications
- "Improving Competitiveness: A Freelancer-Centric Approach for Recommending Reskilling Strategies," with Y. Chai, S. Yu, W. Wen, and H. Liu, Information Systems Research, forthcoming.
- "More Than Meets the Eye: Visual Salience in Online Word of Mouth and Consumer Decision Making," with N. Wen, European Journal of Marketing, Vol. 60, Issue 2, 2026, pp. 562–583.
- "Happy to See Your Benefit Go: The Impact of Reductions in Peers’ Benefits on Consumers’ Loyalty Program Satisfaction," with Y. Mu and J. Givi, European Journal of Marketing, Vol. 59, Issue 12, 2025, pp. 2763–2787.
- "That's Not What Happened: Dealing With Consumer‐Generated Fake Retaliatory Reviews," with R. Sadeghein and P. Fitzgerald, Psychology & Marketing, Vol. 42, Issue 8, 2025, pp. 2166-2185.
- "Enhancing Student Satisfaction via Social Comparisons," with Y. Mu and J. Givi, PLoS One, Vol. 20, Issue 11, 2025, e0335910.
- “Carefree Cuteness: The Effect of Exposure to Cuteness on Risk Seeking,” with A. Yim, A. Cui, and L. Zhao, European Journal of Marketing, Vol. 59, Issue 3, 2025, pp. 714–742.
- “Peer Influence in the Workplace: Evidence from an Enterprise Digital Platform,” with H. Liu, W. Wen, and A.B. Whinston, MIS Quarterly, Vol. 48, Issue 4, 2024, pp. 1559–1574.
- “Speaking for ‘Free’: Word of Mouth in Free- and Paid- Product Settings,” with S. Bond and W. Wen, Journal of Marketing Research, Vol. 56, Issue 2, 2019, pp. 276–290.
- “Why is the Crowd Divided? Attribution for Dispersion in Online Word of Mouth,” with S. Bond, Journal of Consumer Research, Vol. 41, Issue 6, 2015, pp. 1509–1527.
- “Word of Mouth and the Forecasting of Consumption Enjoyment,” with S. Bond, Journal of Consumer Psychology, Vol. 23, Issue 4, 2013, pp. 464–482.
