What if the biggest shift in marketing is more than targeting efficiency, but a quieter change in how people decide, trust, and connect?   

In this HKUST MBA Superconnector podcast, Prof. Stephen Shih, Associate Dean of MBA Programs, sits down with Prof. Jiewen Hong, Head of the Department of Marketing at HKUST Business School, for a conversation that goes beyond the obvious. Together, they explore the subtle forces shaping consumer behavior today, revealing how emotions, perceptions and context can quietly guide the choices people make. 

Drawing on both academic rigor and real-world experience across Beijing, the US, and Hong Kong, Prof. Hong offers thoughtful perspectives on questions that matter to marketers and business leaders alike. When do people rely on reason, and when do they follow instinct? How do these patterns shape what effective marketing looks like in a world that is becoming more personal, more digital, and more unpredictable? 

She also reflects on the role of artificial intelligence, suggesting that the next shift is not just technological, but deeply human, raising important questions about trust, autonomy and the experience of choice. 

Tune in for ideas that feel timely, practical, and surprisingly human. In an AI-driven era, the strongest advantage may still lie in human judgement and curiosity. 

Click the links:

About Prof. Jiewen Hong
Explore Her Research Insights