# CHEN, Qihui
**Source**: https://bm.hkust.edu.hk/faculty/chen-qihui
**Parent**: https://bm.hkust.edu.hk/bizinsight/bizbites
CHEN, Qihui
Assistant Professor
Department of Marketing
[View Profile](https://mark.hkust.edu.hk/faculty-and-staff/directory/qihuichen)
### Recent Activities
[CHEN, Qihui](https://bm.hkust.edu.hk/faculty/chen-qihui)
WANG, Yajin
ZHANG, Ying
[Strengths versus Weaknesses: Parental Choices in Educational Purchases and the Pursuit of Status](https://bm.hkust.edu.hk/bizinsight/2025/09/strengths-versus-weaknesses-parental-choices-educational-purchases-and-pursuit)
[Purchase Decision](https://bm.hkust.edu.hk/bizinsight/tag/purchase-decision)
[Training](https://bm.hkust.edu.hk/bizinsight/tag/training)
[Social Influences](https://bm.hkust.edu.hk/bizinsight/tag/social-influences)
In competitive societies, educational products represent significant purchase decisions for families. As noted by HKUST’s Qihui Chen and her coauthors, “Parents’ preferences when purchasing educational products for their children are primarily shaped by their values, beliefs, and observations of society.” Their research shows that the choice between
...
[Read More](https://bm.hkust.edu.hk/bizinsight/2025/09/strengths-versus-weaknesses-parental-choices-educational-purchases-and-pursuit)
[ [BizBites](https://bm.hkust.edu.hk/bizinsight/bizbites "BizBites") ]
[Watch Video](https://video.ust.hk/watch?video=DEB6DFE2A4779375&embed=Y)
[Read Full Paper](https://journals.sagepub.com/doi/epub/10.1177/00222429231224333)
[CHEN, Qihui](https://bm.hkust.edu.hk/faculty/chen-qihui)
WANG, Yajin
ORDABAYEVA, Nailya
[How Women Use Luxury Consumption to Signal to Men](https://bm.hkust.edu.hk/bizinsight/2025/08/how-women-use-luxury-consumption-signal-men)
[Gender](https://bm.hkust.edu.hk/bizinsight/tag/gender)
[Status Signaling](https://bm.hkust.edu.hk/bizinsight/tag/status-signaling)
[Marketing Strategy](https://bm.hkust.edu.hk/bizinsight/tag/marketing-strategy)
[Consumer Behavior](https://bm.hkust.edu.hk/bizinsight/tag/consumer-behavior)
In the quest for romance, some individuals turn to luxury consumption as a powerful signal of social status. This phenomenon has been widely validated among men, but little is known about the role of luxury purchasing in women’s romantic endeavors. HKUST’s Qihui Chen and colleagues conceptualize a “mate screening motive” that explains how women use luxury
...
[Read More](https://bm.hkust.edu.hk/bizinsight/2025/08/how-women-use-luxury-consumption-signal-men)
[ [BizStudies](https://bm.hkust.edu.hk/bizinsight/bizstudies "BizStudies") ]
[Read Full Paper](https://academic.oup.com/jcr/article/50/2/303/6650085)
[CHEN, Qihui](https://bm.hkust.edu.hk/faculty/chen-qihui)
WANG, Yajin
ZHANG, Ying
[Strengths versus Weaknesses: Parental Choices in Educational Purchases and the Pursuit of Status](https://bm.hkust.edu.hk/bizinsight/2025/04/strengths-versus-weaknesses-parental-choices-educational-purchases-and-pursuit)
[Purchase Decision](https://bm.hkust.edu.hk/bizinsight/tag/purchase-decision)
[Training](https://bm.hkust.edu.hk/bizinsight/tag/training)
[Social Influences](https://bm.hkust.edu.hk/bizinsight/tag/social-influences)
In competitive societies, educational products represent significant purchase decisions for families. As noted by HKUST’s Qihui Chen and her coauthors, “Parents’ preferences when purchasing educational products for their children are primarily shaped by their values, beliefs, and observations of society.” Their research shows that the choice between
...
[Read More](https://bm.hkust.edu.hk/bizinsight/2025/04/strengths-versus-weaknesses-parental-choices-educational-purchases-and-pursuit)
[ [BizStudies](https://bm.hkust.edu.hk/bizinsight/bizstudies "BizStudies") ]
[Read Full Paper](https://journals.sagepub.com/doi/epub/10.1177/00222429231224333)
[CHEN, Qihui](https://bm.hkust.edu.hk/faculty/chen-qihui)
[Status Motivation and Parents’ Spending on Children’s Educational Products](https://bm.hkust.edu.hk/bizinsight/2024/02/status-motivation-and-parents-spending-childrens-educational-products)
[Resource Allocation](https://bm.hkust.edu.hk/bizinsight/tag/resource-allocation)
[Parenting Behavior](https://bm.hkust.edu.hk/bizinsight/tag/parenting-behavior)
[Decision Making](https://bm.hkust.edu.hk/bizinsight/tag/decision-making)
Education is one of the top expenditures for families, especially in Asia. For example, the average expenditure on a child’s education from primary school to undergraduate level in Hong Kong is more than any other regions/countries in the world. When examined closer, some educational purchases are made to develop a child’s strengths (i.e., strength-focused
...
[Read More](https://bm.hkust.edu.hk/bizinsight/2024/02/status-motivation-and-parents-spending-childrens-educational-products)
[ [BizTalks](https://bm.hkust.edu.hk/bizinsight/biztalks "BizTalks") ]
[Watch Video](https://video.ust.hk/watch?video=318D863A735E03C6&embed=Y)
[Read Full Paper](https://journals.sagepub.com/doi/10.1177/00222429231224333)