Assistant Professor | Marketing
4289 Grainger Hall


Cheng He joined the Wisconsin School of Business in August 2020 as an Assistant Professor in the Department of Marketing.

Professor He’s research interests include sustainability, online consumer behavior, and digital marketing.

Professor He earned his B.S. in Mathematics from Nankai University, an MS in Statistics from the University of Chicago, an MS in Economics from Georgetown University, and a PhD in Marketing from the Georgia Institute of Technology.


Selected Accepted Journal Articles

He, C. & Ozturk, O. & Gu, C. & Silva-Risso, J. (2020). The End of the Express Road for Hybrid Vehicles: Can Governments' Green Product Incentives Backfire? Marketing Science