Journal articles

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Cattapan, T., Vilairi, S., & Chinchanachokchai, S. (2023).The Influence of Social Media Influencers on The Pro-Environmental Behavior of Thai Generation Y Regarding the Purchase of Electric Vehicles, ABAC Journal, 43(2). LINK

Chinchanachokchai, S., & McKelvey, J. (2023). Teaching Eye-Tracking and Facial Expression Analysis Technology in An Online Marketing Research Class. Marketing Education Review. DOI: 10.1080/10528008.2022.2159441

Chinchanachokchai, S., Hanson-Rasmussen, N., & Faber, R.J. (2023). Using Gay Models in Mainstream Media: An Expanded Match-Up Hypothesis Perspective. Journal of Consumer Marketing, 40(1), 102-111.

Pusaksrikit, T., & Chinchanachokchai, S. (2022) Exploring the recipients’ attitudes and behaviors toward gift-giving: a cross-cultural comparison between Thailand and the USA. Asia Pacific Journal of Marketing and Logistics.

Pongsakornrungsilp, P., Pongsakornrungsilp, S., Jansom, A., & Chinchanachokchai, S. (2022). Rethinking Sustainable Tourism Management: Learning from the COVID-19 Pandemic to Co-Create Future of Krabi Tourism, Thailand. Sustainability, 14(18), 11375.

Chinchanachokchai, S., Jamelske, E.M., Vernon, E. (2022) Impact of Teacher Encouragement on Children’s Consumption and Non-eating Behaviour in a Wisconsin Elementary School Vegetable Snack Programme. Health Education Journal, 81(3), 265-279.

Chinchanachokchai, P. & Chinchanachokchai, S. (2021) Write Your Own Luck Campaign: Pentel’s Successful Advertising Strategy Based on Superstitious Beliefs in Thailand. Journal of Advertising Education, 25(2), 96-120.

Pusaksrikit, T. & Chinchanachokchai, S. (2021). Cultural differences in gift recipients’ attitude and behavior toward disliked gifts. Journal of Consumer Marketing, 38 (5), 576-586 [Click HERE to download the preprint]

Chinchanachokchai, S., Thontirawong, P., & Chinchanachokchai, P. (2021) A Tale of Two Recommender Systems: The Moderating Role of Consumer Expertise on Artificial Intelligence Based Product Recommendations. Journal of Retailing and Consumer Services, 61, 102528. [2022 impact factor: 10.97]

Thontirawong, P. & Chinchanachokchai, S. (2021) Teaching Artificial Intelligence and Machine Learning in Marketing. Marketing Education Review, 31 (2), 58-63.

Chinchanachokchai, S., & Pusaksrikit, T. (2021) The Role of Self-Construal in Romantic Gift Posting across Social Networking Sites. Computers in Human Behavior, 17, 106665. [2022 impact factor: 8.95]
*Research mentioned in the WAKR 1590 (radio interview) (February 17, 2021),, and other media (February 10, 2021)

Chinchanachokchai, S., Duff, B.R.L., & Faber, R.J. (2021). Angry Birds vs Sudoku: How Different Types of Tasks in Multitasking Affect Ad Memory and Mind Wandering. Journal of Current Issues & Research in Advertising, 42 (4).

Koo, M., Shavitt, S., Lalwani, A. K., & Chinchanachokchai, S. (2020). Engaging in a Culturally Mismatched Thinking Style Increases the Preference for Familiar Consumer Options for Analytic but not Holistic Thinkers. International Journal of Research in Marketing, 37(4), 837-852. DOI:10.1016/j.ijresmar.2020.03.004

Chinchanachokchai, S. & de Gregorio, F. (2020). A Consumer Socialization Approach to Understanding Advertising Avoidance on Social Media. Journal of Business Research, 110, 474-483.

Chinchanachokchai, S., Duff, B.R.L., & Faber, R.J. (2020). Distracted Mind: The Effects of Multitasking and Mind Wandering on Consumer Memory for Ad Content. International Journal of Advertising, 39(5), 631-654. DOI: 10.1080/02650487.2019.1670536

Pusaksrikit, T., Pongsakornrungsilp, S., Chinchanachokchai, S., Crosby, E. (2018). The Superstitious Journey of Thai Lottery Gamblers. Journal of Marketing Management, 34 (13-14), 1126-1148. DOI: 10.1080/0267257X.2018.1513420.

Chinchanachokchai, S., Pusaksrikit, T., & Pongsakornrungsilp, S. (2017). Exploring Different Types of Superstitious Beliefs in Risk-Taking Behaviors: What We Can Learn from Thai Consumers. Social Marketing Quarterly, 23(1), 47-63, doi: 10.1177/1524500416672439.
*Research mentioned in Sage’s blog post (January 2017) and Thai PBS World (September 2019).

Eissa, G., Chinchanachokchai, S., & Wyland, R. (2017). The Influence of Supervisor Undermining on Self-Esteem, Creativity, and Overall Job Performance: A Multiple Mediation Model. Organization Management Journal, 14(4), 185-197. DOI:10.1080/15416518.2017.1382321

Chinchanachokchai, S., Jamelske, E., & Owens, D. (2017). Tracking the Use of Free Produce Coupons Given to Families and the Impact on Children’s Consumption. Wisconsin Medical Journal, 116(1), 40-43.

Su, L., Swanson, S.R., Chinchanachokchai, S., Hsu, M., & Chen, X. (2016). Reputation and Intentions: The Role of Satisfaction, Identification, and Commitment. Journal of Business Research, 69(9), 3261-3269.

Chinchanachokchai, S., Duff, B.R.L, & Sar, S. (2015). The Effect of Multitasking on Time Perception, Enjoyment, and Ad Evaluation. Computers in Human Behavior, 45, pp. 185-191, doi: 10.1016/j.chb.2014.11.087. [2021 impact factor: 6.829]
* Research mentioned in The Huffington Post (March 2015)

Chinchanachokchai, S. & Jamelske, E. (2015). Successes and Challenges in Using Group-Level Incentives to Increase Children’s Aggregate Fruit and Vegetable Consumption for Lunch in One Wisconsin Elementary School. Journal of Child Nutrition and Management, 39(2), Fall (2015). LINK.

Chinchanachokchai, S. & Noel, H. (2015). The Devil is in the Details: When Holistic Thinkers React Negatively to Incongruent Information. Contemporary Management Research, 11(1), pp. 23-32, doi:10.7903/cmr.13853.

Book chapters

Chinchanachokchai, S., & Pusaksrikit, T. (2019). Characteristics and Meanings of Good and Bad Romantic Gifts across Cultures: A Recipient Perspective. In Gifts, Romance, and Consumer Culture, eds. Yuko Minowa and Russell Belk (pp. 80-98), Routledge Interpretive Marketing Research Series.
*Research mentioned in the Akron Beacon Journal (February 7, 2018)

Chinchanachokchai, S. & Duff, B.R.L (2013). Jack of all trades, master of…some?: Multitasking in digital consumers. In The Routledge Companion to Digital Consumption, eds. Russell Belk and Rosa Llamas, Routledge., pp. 67-77.