Haipeng (Allan) Chen is Gary C. Fethke Chair in Leadership and Professor of Marketing at the Tippie College of Business, University of Iowa. Before joining UI, he served as an assistant professor at the University of Miami (2002-7). He was an assistant professor (2007-9), associate professor (2009-2017), and promoted to full professor in 2017 at the Texas A&M University. He was Professor and Gatton Endowed Chair in Marketing at the University of Kentucky between 2017 and 2023.

He received his Ph.D. in Business Administration (Marketing concentration) from the University of Minnesota (Twin Cities), his M.A. in Applied Linguistics from Zhejiang University (Hangzhou, China), and his B.Eng. (with honors) in Mechanical Engineering from Shandong University of Technology (Zibo, China).

Dr. Chen conducts research in the area of Behavioral Decision Theory (BDT) and pricing. His research interests focus on examining consumer and managerial decision-making. His research has been published in Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Consumer Psychology, Management Science, Strategic Management Journal, Information Systems Research, Journal of Retailing, Journal of Academy of Marketing Science, Marketing Letters, Psychology & Marketing, Journal of Monetary Economics, Review of Economics and Statistics, Economica, and Economics Letters, among other journals.

Dr. Chen's work has been presented at various conferences, including ACR, SCP, Marketing Science, the Yale China-India Consumer Insight Conference, the Boulder Summer Conference on Consumers’ Financial Decision Making, the INFORMS-Cornell Conference on Pricing, the UIUC Pricing Camp, the NBER Monetary Economics Program Meeting, and the North American Winter Meeting of the Econometric Society.

Dr. Chen has won various research awards, including the 2020 University of Kentucky Research Professor Award, 2018 RMR Long-term Contribution Award, 2012 ACR Best Competitive Paper Award, the 2010 Ricky W. Griffin Outstanding Research Achievement Award, the Mays Research Fellowship (2007-2010, 2011-2014), the 2007 Marketing Science Institute (MSI) Young Scholar, and the 2001 ACR-Sheth Foundation Dissertation Award (co-winner of the Public Policy Track).

He has also been recognized with various school- and university-level teaching awards, including the TAMU Association of Former Students (AFS) Distinguished Achievement Award in Teaching (University Level in 2016; College Level in 2012), the TAMU System Teaching Excellence (SLATE) Award in Spring of 2011, 2010 and 2009 (every time he taught when the award was instituted), the 2008-2009 Center for Teaching Excellence (CTE) Montague Scholarship, and 2004 School of Business Teaching Excellence Award (at the University of Miami).

Dr. Chen is currently serving as an Associate Editor for the Journal of Consumer Research and the Journal of Marketing Research, a Department editor for Decision Sciences Journal and an Associate Editor for the Journal of Retailing, and on the editorial review board of the Journal of Marketing, Journal of Consumer Psychology, and Journal of the Academy of Marketing Science. He served on the editorial review board of Marketing Science and the Journal of Business Research.

Dr. Chen was a co-editor of the JACR special issue on Behavioral Pricing, and a co-chair of the 2022 ACR Conference (Denver) and SCP Boutique Conference on the Global Consumer (Singapore).