The Eleventh Session of Academic Forum of Excellence 2023 of the Business School for the 20th Anniversary Celebration of the Establishment of the Business School and the MBA Education Center Successfully Organized

On the afternoon of June 16, 2023, the Business School held the Eleventh Session of Academic Forum of Excellence 2023 of the lecture series of the Business School for the 20th Anniversary Celebration of the Establishment of the Business School and the MBA Education Center in Conference Room 615 of the Main Teaching Building of the Xueyuan South Road Campus of Central University of Finance and Economics. The lecture invited Dr. Cheng Yimin, a Senior Lecturer (Associate Professor) from the Marketing Department of the Monash University Business School in Australia, as the sharing guest. More than twenty people, including faculty, doctoral students, master students, and undergraduates, participated in this event.

The conference was hosted by Associate Professor Gu Leilei, Head of the Marketing Department at the Business School. Before the lecture officially began, Professor Gu provided a detailed introduction to Dr. Cheng Yimin's credentials. Dr. Cheng Yimin is a Senior Lecturer (Associate Professor) at the Marketing Department of the Monash University Business School in Australia. He earned his Ph.D. from the Hong Kong University of Science and Technology, specializing in consumer behavior research. His papers have been published in UTD24 and FT50 academic journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of the Academy of Marketing Science, and Journal of Business Ethics. He also serves on the editorial board of the Journal of Business Research. Dr. Cheng Yimin's main research interests include consumer beliefs, emotions, and inferences, with his research covering various fields such as medical decision-making, dietary decision-making, facial expressions, the entertainment industry, and Internet marketing.

The topic of Dr. Cheng's lecture was "How Work Ethics Influence Consumer Preferences for Natural Medicine." Many enterprises commonly use the "natural" label to market their products and services. However, few studies have focused on how consumers understand and respond to the concept of "natural," especially in the critical field of healthcare that is vital to both people's lives and the economy. By analyzing secondary survey data at a cross-national level and primary experimental data at the individual consumer level, the research found that consumers with strong work ethics are more inclined to choose naturalized medical products and services because they generally have an aversion to external interventions.

After the sharing session, the faculty and students engaged in an active discussion on the topics of work ethics, consumer behavior, and paper publication, further deepening the academic exchange.

The “Academic Forum of Excellence” is an academic exchange platform established by the Business School to fulfill its mission of "contributing new knowledge to management.” It focuses on cutting-edge theoretical issues and organizational development challenges in the discipline of business administration and Chinese enterprise management practices. By aggregating cutting-edge thoughts and innovative viewpoints from both domestic and international sources, it seeks to explore Chinese solutions for the social and economic development of China.