Billy (Cho Yin) Sung

Billy Sung is a Professor at Curtin University's School of Management and Marketing, where he has established himself as a leading expert in consumer psychology, neuromarketing, and digital marketing. He leads the Consumer Research Lab at Curtin University, specializing in biometric measures such as eye tracking, facial expression, and brainwave analyses for consumer research. His academic contributions span multiple disciplines, including psychology, marketing, public health, nursing, and robotics, with a particular focus on emotion and psychophysiological methodology. As the manager of the Luxury Branding Consumer Research Laboratory and co-founder of the Laboratory of Social Robotics and Mobile Technology at Griffith University, Sung has demonstrated exceptional leadership in research innovation. His work has earned him prestigious recognitions, including the WA Young Tall Poppy Science Award and ANZMAC Emerging Marketer of the Year Award. He actively engages with industry partners, providing consultancy services through the Consumer Research Lab, which has partnered with Metrix Consulting to offer evidence-based consumer biometric testing across Australia. His research impact extends to areas such as marketing communications, product design, corporate social responsibility initiatives, and behavioral change techniques. Sung's dedication to academic excellence is further evidenced by his coordination of a postgraduate digital marketing unit, for which he received an award for outstanding student satisfaction.