Named Professorships at HKUST


"Education is the foundation of a successful life, no matter what one decides to pursue. I am lucky enough to have benefitted from the generosity of others and be nurtured by inspiring and supportive mentors during my college years. The professorship is an opportunity for me to give back and to help HKUST attract the best and brightest to teach its talented students."
Dr Geoffrey Yeh
Dr Geoffrey Yeh and Synergis Management Services Ltd


Prof Jaideep Sengupta
Synergis-Geoffrey YEH Professor of Business

Prof Sengupta is one of the world's leading experts in the area of customer psychology. His research uses psychological principles to obtain a deeper understanding of diverse aspects of consumer behavior, in order to develop relevant marketing insights. One of the most highly-published and distinguished scholars in the field, Prof Sengupta is internationally recognized for the rich contributions he has made to consumer research.

Prof Jaideep Sengupta is endlessly fascinated by the workings of the human mind - and it is this fascination that forms the cornerstone of his research. In investigating consumer reactions to marketing information, Prof Sengupta addresses fundamental questions about the way we think and behave, what influences us and why, and the societal implications of the customer-marketer interaction. His research has provided ground-breaking insights into persuasion tactics, and also significantly enriched our understanding of impulsive behavior and self-control. Thus, while marketing is his chosen domain, his findings have far-reaching, even universal implications well beyond that domain.

Prof Sengupta is one of the most-highly published scholars in the leading journals of his field, a distinguished record that places him in the topmost echelons of marketing academics worldwide. His thought leadership has received international honors and recognition, including by such prestigious bodies as the Marketing Science Institute and the American Marketing Association. Prof Sengupta is an Associate Editor of the flagship journal in his field (Journal of Consumer Research) and serves on the Editorial Board at other leading journals.

The passion for his subject that drives Prof Sengupta's scholarship cascades to his students - he is a highly sought-after teacher at all levels. He is a repeat winner of teaching awards, including the prestigious Best Professor award in the Kellogg-HKUST EMBA program. He has also guided other faculty members to become award-winning teachers themselves. In both research and teaching, Prof Sengupta is truly an academic role model.