Feng Shen, Ph.D.

Assistant Professor
Office: 263 Mandeville
Phone: 610-660-2258
Email: fshen@sju.edu

Dr. Shen's specialties are in the areas of cognition and emotion, advertising and sales promotion, and probability modeling. Recently, he has explored the basic dimensions of emotion with functional magnetic resonance imaging technique, constructed a model of political advertising effects with item response theory, and examined framing-related irrationality in brand choice with prospect theory.

Dr. Shen has published in Human Brain Mapping, Advances in Consumer Research, and Proceedings of the American Academy of Advertising.


  • Ph.D., University of Florida
  • M.S., Cornell University
  • B.A., Shanghai International Studies University

Courses Taught

Marketing Research
Required textbook: Marketing Research by Burns & Bush, 6th edition, 2009, Pearson
International Marketing Research
Required textbook: Marketing Research: An International Approach by Schmidt & Hollensen, 2006, Pearson
Global Marketing Communication
Required textbook: Global Marketing and Advertising: Understanding Cultural Paradoxes by De Mooij, 2nd edition, 2005, Sage
Quantitative Methods for International Marketing Management
Required textbook: Multivariate Data Analysis by Hair, Black, Babin & Anderson, 7th edition, 2010, Pearson


  • Consumer Behavior
  • Quantitative Modeling