Dr. Lei Huang
Dr. Lei Huang recently received the Best Paper Award at the 2026 Association of Marketing Theory and Practice Annual Conference.
The gathering is an international and interdisciplinary academic marketing conference bringing together both academic theory and real-world marketing practices.
Dr. Huang is a Professor of Marketing in the Department of Business Administration.
The paper is entitled, “Multisensory Influences on Consumer Purchase Decisions in the Organic Food Market.” Huang and his collaborators examined the combined effects of visual, auditory, olfactory, gustatory, and haptic cues on consumer purchase behavior within the context of organic food consumption. The measurement model proposed by Huang revealed a full mediation of purchase intention between sensory marketing and actual purchase decisions. He noted that females with high-income are the most influential decision-makers of purchasing the organic food.
Huang’s research has contributed to theory by offering an integrated multisensory framework that deepens understanding of how sensory stimuli shape consumer intentions and subsequent purchase behavior, while also providing a foundation for future empirical research in sensory-driven consumption contexts.
