Thompson Rivers University

Joyce Shang

Name: Dr. Joyce Shang
Position: Assistant Professor
Phone: 778-471-8465

Research Interests

Corporate Social Responsibility, Ethical Consumption, Social Marketing, Non-Profit Marketing, Consumer Well-Being


Ph.D. in Marketing (Simon Fraser University, 2013)
M.Sc. in Management (University of Lethbridge, 2007)
B.A. in Economics (East China Normal University, 2006)


Lien, C., Hsu, M. K., Shang, J., & Wang, S. W. (2019), Self-service technology adoption by air passengers: a case study of fast air travel services in Taiwan, The Service Industries Journal, DOI: 10.1080/02642069.2019.1569634

Shang, J. & Peloza, J. (2015), Can "Real" Men Consume Ethically? How Ethical Consumption Leads to Unintended Observer Inferences, Journal of Business Ethics, 139(1), 129-145.

Peloza, J., White, K., & Shang, J. (2013), Good and Guilt Free: The Role of Self-Accountability in Influencing Preferences for Products with Ethical Attributes, Journal of Marketing, 77 (January), 104-119.

Peloza, J. & Shang, J. (2011), How Can Corporate Social Responsibility Activities Create Value for Stakeholders? A Systematic Review, Journal of the Academy of Marketing Science, 39 (1), 117-135.

Shang, J., Basil, D., & Wymer, W. (2010), Using Social Marketing to Enhance Hotel Reuse Programs, Journal of Business Research, 63 (2), 166-172.

Refereed Conference Proceedings and Presentations

Shang, J. & Peloza, J., Can ???Real??? Men Consume Ethically? The Unintended Consequences of Identity Creation Through Prosocial Behaviors, presented at AMS Annual Conference, Indianapolis, USA, May 2014.

Peloza, J. & Shang, J., It Leaves a Bad Taste in Your Mouth: The Impact of Negative Company Information on Consumption Experience, posted at ACR North American Conference, Jacksonville, USA, October 2010.

Peloza, J., Shang, J., & White, K., Green and Guilt Free: The Role of Guilt in Determining the Effectiveness of Environmental Appeals in Advertising, presented at ACR North American Conference, Jacksonville, USA, October 2010.

Shang, J., Does CSR Influence the Taste of Chocolate? presented at the Academy of Marketing Science (AMS) Annual Conference, Portland, USA, May 2010.

Shang, J., Basil, D., & Wymer, W., Using Social Marketing to Maximize the Impact of Hotel Reuse Programs, presented at the World Social Marketing Conference, Brighton, United Kingdom, September 2008.

Courses Taught

Consumer Behavior, Marketing Research, Services Marketing, Brand Management, International Marketing


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