Hua Chen

Assistant Professor

C318 Benson Hall
630 South Lumpkin Street
Athens, GA 30602
Email Address
Personal Personal Website
Hua Chen CV


Hua Chen received his PhD in Marketing from the Bauer College of Business, University of Houston and joins UGA from his position as Assistant Professor of Marketing at the College of Business Administration, University of Mississippi. His research employs behavioral economics and experimental economics to examine questions facing marketing and sales managers. Currently, his research focuses on how to design optimal incentives for salespeople. His research work has appeared in the Journal of Marketing Research and Management Science.


Degree Field of Study Institution Graduation Year
  • Marketing
Bauer College of Business, University of Houston

Research Interests

  • Sales management
  • behavioral economics
  • B-to-B Marketing
  • Experimental Economics

Areas of Expertise

  • Sales management
  • Incentive Design

Prior Professional Positions

Organization / Department Title Years of Service
University of Mississippi
Assistant Professor 2012 to 2016


Award Name Awarded By Year Awarded
Young Scholar
Marketing Science Institute (MSI)
Outstanding Published Paper, School of Business Administration
University of Mississippi

Selected Publications

Journal Articles

  • Chen, Hua and Noah Lim. 2016. How Does Team Composition Affect Effort in Contests? A Theoretical and Experimental Analysis. Journal Of Marketing Research, forthcoming (equal authorship).
  • Lim, Noah and Hua Chen. 2014. When Do Group Incentives for Salespeople Work?. Journal Of Marketing Research, 51(3):320-334 (equal authorship).
  • Chen, Hua and Noah Lim. 2013. Should Managers Use Team-based Contests?. Management Science, 59(12):2823-2836.
  • Chen, Hua, Sung H. Ham, and Noah Lim. 2011. Designing Asymmetric Multi-Person Tournaments: An Experimental Study. Management Science, 57(5):864-883 (equal authorship).