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Dr Jenny Ma (Wei-chen Ma)

Lecturer in Marketing

Worcester Business School

Contact Details


tel: 01905 855456

Before joining to Worcester, Jenny worked in the field of marketing communication, including project marketing and copywriting with several prestige media and advertising firms in Taiwan. During her years in Durham University, Jenny obtained experiences in teaching modules such as Research Methods and Consumer Psychology in both PG and UG levels.


BA in German Language and Literature (Fu Jen University, Taiwan)
MA in Marketing (Durham University, UK)
PhD in Marketing (Durham University, UK)

Teaching & Research

Teaching & Research

Here in WBS, Jenny’s current role for teaching includes:

Module Leader for Customer Beaviour (2nd year), Business Research (2nd year), and Advertising Psychology (MSc)

Co-Lecturer for
Advertising and The Mind of Consumer (2nd year)
Business Project (3rd year)
Research Methods (MSc)

Member of Learning and Teaching Committee, Worcester Business School


Impulse buying / impulsivity and consumption
Cross-cultural consumer research
Consumer sex differences
Behaviourial research / Evolutionary Psychology

Professional Bodies

Professional Bodies



Dr. Jenny Wei-Chen Ma’s paper was submitted to the Contemporary Psychology track in Dubai, where it won the BEST PAPER award.


Ma W. (2013) Sex or Gender? Exploring the better indicator of the different impulse buying behaviour between men and women: Cross-Cultural Evidence from the UK and Taiwan. The Best Paper Award for Contemporary Psychology, Second International Conference on Emerging Research Paradigms in Business and Social Science (ERPBSS2013) November 26th – 28th 2013 Dubai – United Arab Emirates


Ma W. (2010) Impulse Buying Revisited - In the View of Behaviorism: An Investigation into
impulse Buying using the Behavior Perspective Model. INFORMS Marketing Science Conference 2010, 17th – 19th- June, Cologne, Germany


External Responsibilities

External Responsibilities