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  • Dr Kenneth Kaysan Khayr (Fu Xian) Ho

    Dr Kenneth Kaysan Khayr (Fu Xian) Ho

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Dr Kenneth Kaysan Khayr (Fu Xian) Ho

Lecturer

Staff Member Details
Email: k.ho@ecu.edu.au

Dr Kenneth Kaysan Khayr (Fu Xian) Ho is a Lecturer in Business Services

Biography

My research work aims to deepen our understanding of consumers responses (cognitive, emotional and behavioural) towards agri food-related attributes and their behavioural outcomes. As extreme climate change affects organoleptic qualities of horticultural produce, my latest research investigates how to encourage the adoption of climate-affected food, which has benefits across the environmental, social, and economic dimensions of the triple bottom line, such as food waste reduction, farmers’ wellbeing/resilience, and transition to more sustainable economy during climate change when food represents a valuable resource and sustenance in human life.

My academic journey began with the attainment of bachelor’s degree (Hons) in Psychology and Marketing from the University of Western Australia (UWA). After which, I obtained my PhD in Economics and Commerce (specialises in Marketing/Consumer Behavour) in 2023. I am a recipient of the Cooperative Research Centre for Honeybee Product (CRCHBP), Department of Industry, Science, Energy and Resources- Australian Federal Government) and UWA international research scholarships. In my PhD program, I worked on a federally funded project (CRCHBP) (AU$7 million – with AU$19.2 million inkind contributions from industry partners), that examines consumers’ responses to agri-food product packaging/labelling and commercialisation.

My teaching experiences are spread across Australian higher educational institutions. I develop and lecture various Marketing/Consumer Behaviour and Business/ Analytics units at an undergraduate level and for executive programs. Prior to my academic career, I worked as a research analyst undertaking various research projects commissioned by multinational technology companies such as Microsoft, Google and Dropbox.

Professional associations

  • Australian Marketing Institute
  • American Psychological Association
  • Australian Cooperative Research Centre for Honeybee products (Australian Government)
  • The Research Society, Australia

Awards and recognitions

2023 - Business Service Values Award, School of Business and Law, Edith Cowan University

Media Topics
  • Consumers processing of food labels (branding elements (e.g., logos,), geographical cues (country of origin and region of origin labels).
  • Consumers’ acceptance of global -affected food produce

SBL Research Centres or Cluster/s
  • Marketing, Innovation, Sport, Entrepreneurship Cluster (MISE)

Research Areas and Interests
  • Anthropomorphism
  • Consumer Psychology
  • Cross-cultural Psychology/Marketing
  • Consumers’ Information Processing
  • Cognitive Heuristics/Numerical Processing
  • Product Packaging and Labelling
  • Sustainability (Climate-Affected Food Produce/Farrmers's Well-being)
  • Geographical Branding
  • Technology Adoption/Resistance Behaviours

Qualifications

  • Doctor of Philosophy, The University of Western Australia, 2023.
  • Bachelor of Commerce with Honours in Marketing (Division A), The University of Western Australia, 2017.
  • Bachelor of Commerce, The University of Western Australia, 2016.

Research Outputs

2024

Journal Articles

  • Ho, KK., Liudmila , T., Liu, F. (2024). Anthropomorphised or not? Natural-organic logo’s impact on product value perceptions and consumers’ willingness to pay. Journal of Consumer Marketing, 2024(Article in press), 15 pages. https://doi.org/https://doi.org/10.1108/JCM-09-2022-5629.

2023

Journal Articles

  • Ho, KK., Liu, F., Tarabashkina, L. (2023). A closer look at geographical indicators: how food labels influence product values, authenticity and willingness to pay premium prices. Asia Pacific Journal of Marketing and Logistics, 2023(article in press), pp. https://doi.org/10.1108/APJML-11-2022-0926.

2022

Journal Articles

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