Hua Chen
Department of Marketing

Associate Professor

C318 Benson Hall
630 S. Lumpkin St.
Athens, GA, 30602
Email Address
Personal Website


Hua Chen received his PhD in Marketing from the Bauer College of Business, University of Houston and joined 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, Marketing Science, and Management Science. 


PhD, Marketing, Bauer College of Business, University of Houston, 2012

Prior Professional Positions

University of Mississippi, Assistant Professor, 2012 to 2016


Young Scholar, Marketing Science Institute (MSI), 2017

Outstanding Published Paper, School of Business Administration, University of Mississippi, 2015

Areas of Expertise

  • Sales management
  • Incentive Design

Research Interests

  • Sales management
  • B-to-B Marketing
  • Behavioral Economics
  • Experimental Economics

Selected Publications

Journal Articles

  • Chen, Hua and Kevin Chung. 2021. Increasing Team Performance by Sharing Success. Journal of Marketing Research (forthcoming).
  • Li, Jia, Noah Lim, and Hua Chen. 2020. Examining Salesperson Effort Allocation in Teams: A Randomized Field Experiment. Marketing Science, 39(6): 1122-1141.
  • Chen, Hua and Noah Lim. 2017How Does Team Composition Affect Effort in Contests? A Theoretical and Experimental AnalysisJournal Of Marketing Research54(1):44-60 (equal authorship)
  • Lim, Noah and Hua Chen. 2014When Do Group Incentives for Salespeople Work? Journal Of Marketing Research51(3):320-334 (equal authorship).
  • Chen, Hua and Noah Lim. 2013Should Managers Use Team-based Contests? Management Science59(12):2823-2836
  • Chen, Hua, Sung H. Ham, and Noah Lim. 2011Designing Asymmetric Multi-Person Tournaments: An Experimental Study. Management Science57(5):864-883 (equal authorship).