Thought Leadership
Leaders seeking to deepen their understanding of human behaviour—and move beyond the limits of traditional analytics—will find these three books a practical progression. They move from foundational behavioural theory to applied decision‑making frameworks and finally to diagnostic tools for high‑stakes environments. Together, they equip professionals to interpret behaviour, anticipate friction, and act with clarity when it matters most.
Alongside these texts is a growing body of academic research on judgement, trust, and behavioural response. This work strengthens the evidence base behind our BD Toolkits and Crisis Playbooks, offering practitioners deeper insight into how people think, choose, and react under pressure. Collectively, our thought leadership provides a comprehensive resource for anyone committed to understanding behaviour more precisely and making decisions grounded in evidence rather than assumption.
Consumer Behaviour: Asia-Pacific Edition
CENGAGE AUSTRALIA, 2020
Co-authored by Wayne Hoyer, Deborah MacInnis, Rik Pieters, Eugene Y. Chan, and Gavin Northey, this edition localizes foundational consumer behaviour theory for the Australia and Asia-Pacific region. It integrates global research with regional case studies, advertisements, and brand examples to help students and professionals understand how cultural, technological, and ethical factors shape consumer decisions in diverse markets.
The book features concept maps, marketing implications boxes, and end-of-chapter cases that encourage critical thinking and application. Topics include online consumer behaviour, smartphone influence, and sustainability—all framed within the context of Asia-Pacific consumer culture. It’s a valuable resource for educators and marketers seeking culturally relevant insights and tools to navigate regional market dynamics.
Also available at:
Consumer Behavior in Practice: Strategic Insights for the Modern Marketer
PALGRAVE MACMILLAN, 2024
This textbook bridges the gap between consumer behaviour theory and real-world marketing execution. Rather than focusing solely on academic models, Consumer Behavior in Practice emphasizes how marketers can interpret and respond to consumer actions across domains like advertising, pricing, brand loyalty, and emotional marketing. The text uses contemporary examples—from the sharing economy to ideological consumption—to show how behavioural insights drive strategic decisions.
Each chapter includes practical tools: theory boxes for deeper context, “in practice” sections that show how concepts apply to real campaigns, and digital marketing insights that reflect today’s media landscape. The book is ideal for marketing students and professionals who want to understand why consumers behave the way they do—and how to adjust their strategies accordingly. It’s especially useful for diagnosing campaign performance and refining brand engagement tactics.
Also available at:
Amazon.ca
Amazon.co.uk
Amazon.com
Amazon.com.au
Barnes & Noble
Indigo.ca
Managing Brand Crises: A Guide to Navigating the Storm
BUSINESS EXPERT PRESS, 2025
In an era of relentless scrutiny and digital volatility, Managing Brand Crises: A Guide to Navigating the Storm offers marketing managers and PR officials a pragmatic, pressure-tested roadmap for protecting brand trust when it matters most. Written by Eugene, a seasoned strategist and educator, this book doesn’t just diagnose reputational risk—it equips leaders to respond with clarity, speed, and integrity. Whether you're facing backlash, misinformation, or internal misalignment, this guide helps you turn turbulence into transformation.
At the heart of the book is the STORM framework, a five-part system designed to help brands assess vulnerabilities, mobilize response teams, and rebuild credibility under fire. STORM stands for Swift Response, Transparent Communication, Ownership of the Problem, Rebuilding Trust, and Monitoring and Learning—each element unpacked with real-world examples, strategic prompts, and actionable tools. It’s not theory for theory’s sake; it’s a toolkit for CMOs, communications directors, and brand custodians who need to make high-stakes decisions under pressure.
If your brand is serious about surviving reputational shocks and emerging stronger, Managing Brand Crises belongs on your desk—not your bookshelf. It’s the kind of book that helps you lead with confidence when the headlines turn against you.
Academic peer-reviewed articles
Cohen, Justin, Sean Sands, Jonathan Raw, Eugene Chan, Carla Ferraro, Vlad Demsar, and Liangyan Wang, “Navigating Moral Harm Brand Crises: A Conceptual Framework for Understanding Consumer Response”, Journal of Business Ethics.
Chan, Eugene Y., “Moral Signaling in Startups: How ESG Claims Shape Stakeholder Judgments and Ethical Legitimacy”, Journal of Business Ethics.
Pecot, Fabien, Renaud Lunardo, Damien Chaney, and Eugene Y. Chan, “Why and When Do Historical Brand Transgressions Matter?”, Journal of Business Ethics.
Duong, Chien, Billy Sung, Xujia Wang, and Athena Wei Chee Chong (2025), "Taking Action Through Stories: Promoting Carbon-Neutral Meat Consumption with Narrative and Message Framing", Appetite, 207, 107895.
Chan, Eugene Y. (2025), “Social Mobility Beliefs Moderate Customers’ Response to Service Failure”, Annals of Tourism Research, 115, 104055.
McInnes, Aaron N., and Billy Sung (2025), "A Neglected Consumer Neuroscience Technique: Pupillometry and Its Practical Application to Consumer Research", International Journal of Research in Marketing, 42(3_Part B), 827-843.
Tang, Yanfei, Liangyan Wang, and Eugene Y. Chan, “Do You Have the Correct Brand Logo? Role of Logo Direction, Perceived Logo Movement Imagery, and Brand Positioning”, Journal of Product & Brand Management, 34 (6), 802-816.
Oh, Hyunghwa (Rick) and Eugene Y. Chan, “Compensating Service Failures: The Moderating Role of Customers’ Political Ideology“, Australasian Marketing Journal, 33 (2), 131-140.
Wang, Liangyan, Yuqing Zhang, and Eugene Y. Chan (2025), “How Brands Can Use Dialect Advertising to Deepen Their Connection with Consumers”, Journal of Advertising Research, 65 (1), 61-77.
Saluja, Geetanjali and Eugene Y. Chan (2025), “Going Against the Tide: How Self-Construal Moderates Receptivity Towards Popular Brand Activism”, Journal of Business Research, 190, 115228.
Nie, Xinyu, Liangyan Wang, and Eugene Y. Chan (2024), “The Luxury Should Be 'High': The Effect of Positioning in Cobranding on Luxury Evaluation“, Asia Pacific Journal of Marketing and Logistics, 36 (12), 3371-3387.
Nie, Xinyu, Liangyan Wang, and Eugene Y. Chan (2024), “Perceived Economic Mobility Predicts Evaluation of Low-Fit Co-Brands“, Psychology & Marketing, 41 (7), 1562-1573.
Gohary, Ali, Aakash Shah, and Eugene Y. Chan (2024), “Do Political Actions Affect Country Image and Travel Intentions? The Case of COVID-19“, Tourism Recreation Research, 49 (3), 515-528.
Wang, Liangyan, Ali Gohary, and Eugene Y. Chan (2024), “Are Concave Ads More Persuasive? The Role of Immersion“, Journal of Advertising, 53 (2), 230-241.
Chan, Eugene Y. and Felix Septianto (2024), “Self-Construals and Health Communications: The Persuasive Roles of Guilt and Shame“, Journal of Business Research, 170, 114357.
Wang, Liangyan, Eugene Y. Chan, and Ali Gohary (2023), “Consumers’ Attributions in Performance- and Values-Related Brand Crises“, European Journal of Marketing, 57 (12), 3162-3181.
Palmeira, Mauricio, Nathaniel N. Hartmann, Eugene Chan, and Samuel B. Sekar (2023), “Don’t Blame the Powerless: The Impact of Hierarchy on Reactions to Responses to Ethical Scandals“, Journal of Business Research, 165, 114075.
Duong, Chien, Billy Sung, Sean Lee, and Julia Easton (2023), "The Effect of Shopping Channel (Online vs. Offline) on Message Framing of Naturalness", Journal of Consumer Behaviour, 23(2), 987-1001.
Chan, Eugene and Ali Gohary (2023), “To Whom Does Destination Anthropomorphism Appeal? Power and Perceived Control“, Journal of Travel Research, 62 (4), 859-877.
Chan, Eugene Y. and Yan Meng (2023), “They’re vs. They Are: Contractions Influence Product Choice and Judgment”, Journal of Business Research, 156, 113463.
Chan, Eugene Y. and Jack Lin (2022), “Political Ideology and Psychological Reactance: How Serious Should Climate Change Be?“, Climatic Change, 172 (1-2), 1-22.
Wang, Liangyan, Eugene Y. Chan, Haipeng (Allan) Chen, Han Lin, and Xinzhan Shi (2022), “When the ‘Charm of Three’ Fades: Mental Imagery Moderates the Impact of the Number of Ad Claims on Persuasion“, Journal of Consumer Psychology, 32 (3), 484-491.
Chan, Eugene Y. (2021), “Saving Mr. Water: Anthropomorphizing Water Promotes Water Conservation“, Resources, Conservation & Recycling, 174, 105814.
Chan, Eugene Y. and Najam U. Saqib (2021), “The Moderating Role of Processing Style in Risk Perceptions and Risky Decision-Making“, Journal of Behavioral Decision Making, 34 (2), 290-299.
Chan, Eugene Y. and Mauricio Palmeira (2021), “Political Ideology Moderates Consumer Responses to Brand Crisis Apologies for Data Breaches“, Computers in Human Behavior, 121, 106801.
Chan, Eugene Y. (2021), “Moral Foundations Underlying Behavioral Compliance During the COVID-19 Pandemic“, Personality and Individual Differences, 171, 110463.
Septianto, Felix, Yuri Seo, and Amy Christine Errmann (2021), "Distinct Effects of Pride and Gratitude Appeals on Sustainable Luxury Brands", Journal of Business Ethics, 169(2), 211-224.
Chan, Eugene Y. (2021), “Low Voice Pitch in Orally Delivered Recommendations Can Increase Compliance with Hand Sanitizer Use Among Young Adults“, Behavioral Science & Policy, 6 (2), 35-42.
Chan, Eugene Y. (2021), “LGB+ Identification and Donations to Hurricane Irma Victims: The Role of Empathy“, Journal of Philanthropy and Marketing, 26 (2), e1691.
Septianto, Felix (2020), "Do Past Scandals Influence the Present Performance? The Moderating Role of Consumer Mindset", Journal of Business Research, 106, 75-81.
Chan, Eugene Y. and Sam J. Maglio (2020), “The Voice of Cognition: Active and Passive Voice Influence Distance and Construal“, Personality and Social Psychology Bulletin, 46 (4), 547-558.
Chan, Eugene Y. and Jasmina Ilicic (2019), “Political Ideology and Brand Attachment“, International Journal of Research in Marketing, 36 (4), 630-646.
Septianto, Felix, Joya Kemper, and Widya Paramita (2019), "The Role of Imagery in Promoting Organic Food", Journal of Business Research, 101, 104-115.
Septianto, Felix, Jake An, Tung Moi Chiew, Widya Paramita, and Istiharini Tanudharma (2019), "The Similar versus Divergent Effects of Pride and Happiness on the Effectiveness of Loyalty Programs", Journal of Business Research, 99, 12-22.
Chan, Eugene Y. (2018), “Climate Change is the World’s Greatest Threat—In Celsius or Fahrenheit? “, Journal of Environmental Psychology, 60, 21-26.
Septianto, Felix, and Tung Moi Chiew (2018), "The Effects of Different, Discrete Positive Emotions on Electronic Word-of-Mouth", Journal of Retailing and Consumer Services, 44, 1-10.