- Title: Doctor
- Position: Lecturer - Department of Marketing and Management
- Qualifications: PhD(Marketing), University of New South Wales
Areas of Expertise
- Green Marketing
- Consumer Perceptions
- Retail Assortment
LayPeng Tan holds a PhD from University of New South Wales. Prior to joining the academia, LayPeng held senior marketing and management positions in the consumer and industrial goods sectors. Her current research interests lie within the broad areas of consumer behaviour, retailing, and green marketing with a specific focus on the attitude-behaviour gap, and the roles of marketing in the face of the green challenge. Her publications have appeared in Journal of Business Ethics, Marketing Intelligence & Planning, Journal of Marketing Management, Australasian Marketing Journal, The International Review of Retail, Distribution and Consumer Research, and Asia Pacific Journal of Marketing and Logistics.
- PhD: Marketing (University of New South Wales)
- MCom: Marketing (University of New South Wales)
- 2016: Office for Learning and Teaching [CATEGORY 1], 2016-2017 (A$40,000). “Aligning business education with industry expectations on employability and sustainability”, Co-Investigator.
- 2013: Macquarie University New Staff Research Grant (A$19,805). “Closing the Gap between Consumer Green Rhetoric and Purchasing Behaviour: Perceptions of Environmentally-Responsible Products and Drivers to Increase Their Uptake", Chief Investigator.
- 2013: Macquarie University Enterprise Partnership Scheme Pilot Research Grant. Macquarie University (A$43,568) and the Australian Self-Medication Industry (A$43,568). “Understanding the Australian Self-Medication Industry: A Footprint and Field Study”, Co-Investigator.
- 2005: UNSW Faculty Research Grant A$20,000 (with Jack Cadeaux)
- 2003-2007: UNSW Faculty Research Scholarship, Australian School of Business
- 2005: Best Paper in the Marketing Research and Research Methodologies Track, ANZMAC Conference (with Ian Wilkinson).
- 2005: Dean's Award for Service, Australian School of Business, UNSW
- LayPeng Tan, Micael-Lee Johnstone and Lin Yang (2016). “Barriers to green consumption behaviours: The roles of consumers' green perceptions”. Australasian Marketing Journal, 24 (4), 288-299.
- Micael-Lee Johnstone and LayPeng Tan (2015). “Exploring the gap between consumers' green rhetoric and purchasing behaviour”. Journal of Business Ethics, 132 (2), 311-328.
- Micael-Lee Johnstone and LayPeng Tan (2015). “An exploration of environmentally-conscious consumers and the reasons why they do not buy green products”. Marketing Intelligence & Planning, 33 (5), 1-22.
- Hongzhi Gao, John Knight, Zhang Hongxia, Damien Mather and LayPeng Tan (2012). "Consumer Scapegoating During a Systemic Product-Harm Crisis". Journal of Marketing Management, 28 (11-12), 1270-1290. 9.
- LayPeng Tan and Jack Cadeaux (2012). "Intra-Category Competition, Entry Probability, and Private Label Share: Evidence from Organic Food Retailing in Australia", Asia Pacific Journal of Marketing and Logistics, 24(3), 414-432.
- LayPeng Tan and Jack Cadeaux (2011). "Brand and stock-keeping-unit (SKU) assortments, assortment changes and category sales". The International Review of Retail, Distribution and Consumer Research, 21 (2), 161-185.
- Wei Yao, Chris Baumann and LayPeng Tan (2015)."Wine Brand Category Choice and Confucianism: a Purchase Motivation Comparison of Caucasian, Chinese and Korean Consumers". Advances in national brand and private label marketing: Second International Conference, p19-33.
- Micael-Lee Johnstone, Lin Yang and LayPeng, Tan (2014). “The attitude-behaviour gap: The development of a consumers' green perceptions scale”. Proceedings of the Australia New Zealand Marketing Academy Conference (ANZMAC) 2014. Griffith University, Brisbane
- LayPeng Tan, Micael-Lee Johnstone & Lin Yang (2014). "How do consumers perceive green products, messages and consumption behaviour?" Proceedings of the Australia New Zealand Marketing Academy Conference 2014, Griffith University, Brisbane.
- Burman, James and LayPeng, Tan (2013). "Effects of Doping Behaviour on Brand Image in Australian Sport", Proceedings of ANZMAC 2013 Conference, Auckland, New Zealand. (Presented by James Burman).
- LayPeng Tan and Micael-Lee Johnstone (2011)."Barriers for Being Green", Proceedings of ANZMAC 2011 Conference, Perth, Western Australia.
- Micael-Lee Jonstone and LayPeng Tan (2011). "Too Hard to be green: Theory of Neutralization", Proceedings of ANZMAC 2011 Conference, Perth, Western Australia.
- Stephanie Hooper, Aaron Gazley and LayPeng Tan (2011). "Personality Congruency and Customer-Based Brand Equity in the Context of Personal Computers". The Academy of Marketing Annual Conference, Liverpool.
- LayPeng Tan and Jack Cadeaux (2008). "Category Attractiveness for Organic Private Label", Proceedings of ANZMAC 2008 Conference, Sydney, New South Wales.
- LayPeng Tan and Jack Cadeaux (2007). "Retail Assortment Variation and Sales: A Cross-Category Analysis" Proceedings of ANZMAC 2007 Conference, Dunedin, New Zealand.
- LayPeng Tan and Jack Cadeaux (2006). "Private Labels Beyond Convenience Consumer Goods: The Case of Organic Retailing in Australia", Proceedings of ANZMAC 2006 Conference, Brisbane, Queensland.
- LayPeng Tan and Jack Cadeaux (2005). "Category Potential, National Brand Competition, and Private Label Share in the Australian Grocery Industry", Proceedings of ANZMAC 2005 Conference, Fremantle, Western Australia.
- LayPeng Tan and Ian Wilkinson (2005). "The Role, Meaning and Importance of Context in the Study of Marketing Behaviour", Proceedings of ANZMAC 2005 Conference, Fremantle, Western Australia. (Winner for the Award of Best Paper: Marketing Research and Research Methodologies Track)
- Jack Cadeaux and LayPeng Tan (2004). "The Roles of Distribution in Determining Store Brand Performance", Proceedings of ANZMAC 2004 Conference, Wellington, New Zealand.
Refereed full-length conference papers
Published extracts (abstracts) of conference papers
- Chedia Dhaoui, Lay Peng Tan & Cynthia M. Webster (2016). Sentiment analysis for brand-related social media conversations. Australia New Zealand Marketing Academy Conference. University of Canterbury, Christchurch. (Presented by Chedia Dhaoui)
- Jie Meng, LayPeng Tan, Roger Layton and Hume Winzar (2016). Multi-level Patterns of Efficiency and Effectiveness of a Marketing System: Three Experiments through Agent-based Modelling. The 41th Annual Macro Marketing Conference, Dublin, Ireland. (Presented by Jie Meng)
- Chedia Dhaoui, Cynthia M. Webster and LayPeng Tan (2016). Emotional dynamics in the era of digital social media. The 6th Global Innovation and Knowledge Academy Conference (GIKA), Valencia, Spain. (Presented by Cynthia Webster)
- Denni Arli, LayPeng Tan,Fandy Tjiptono and Lin Yang (2015). Exploring Consumers’ Readiness to be Green in an Emerging Market. Australia New Zealand Marketing Academy Conference. University of New South Wales, Sydney. (Presented by Denni Arli)
- Nam Nguyen, Scott Koslow and LayPeng Tan (2015). Seek and we shall churn. The dynamics of satisfaction, knowledge, confidence in switching financial service. Marketing Science Conference, Baltimore 18-20 June. (Presented by Nam Nguyen)
- Micael-Lee Jonstone and LayPeng Tan (2011). "Too Hard to be green: Theory of Neutralization", ANZMAC 2011 Conference, Perth, Western Australia
Affiliations / activities
- Australia and New Zealand Marketing Academy (ANZMAC)
- Australia Marketing Institute (AMI)
- Chedia Dhaoui. “Brand image in the era of digitally empowered consumers”. Commencement: 2014. Associate Supervisor.
- Nam Nguyen– " Seek and Ye Shall Switch? The Dynamics of Customer Satisfaction, Knowledge and Confidence in Online Search for Financial Services ". Completed 2016. Associate Supervisor.
- James Burman, Macquarie University. Project: "Effects of Doping Behaviour on Brand Image in Australian Sport". Completed in 2013. Sole supervisor.
- Kevin Trinh, Macquarie University. Dissertation: "A Study on the Effects of System Quality and the Roles of Web Schema in User Satisfaction Online". Completed in 2012. Sole supervisor.
- Stephanie Hooper, Victoria University of Wellington, New Zealand. Dissertation: "Personality Congruency and Customer-Based Brand Equity in the Context of Personal Computers". Completed in 2011, First Class Honours. Sole supervisor.
- Wei Yao (Master of Research) –Dissertation: "Consumers' Wine Selection and the Influence of Confucianism". Completed in 2014. Associate Supervisor.
- Lawrence Potter (PGCert) – Associate Supervisor. Dissertation: "Motivations of a Social Entrepreneur: Motivational factors that shape the decision on suitable Social Enterprise organisational structures" Completed in 2012.
- E-Business Marketing
- Marketing Management
- Marketing Communications
- Consumer Behaviour
Lecturing and Tutoring
- E-Business Marketing
- Marketing Management
- Consumer Behaviour
- Marketing Communications
- Marketing Research
Overview of Academic Employment
LayPeng has been teaching marketing courses ranging from first-year to postgraduate levels since 2006. Prior to joining Macquarie University, she was a Lecturer-in-Marketing at Victoria University of Wellington, New Zealand.