The Hong Kong University of Science and Technology (HKUST) is proud to feature Professor Jaideep SENGUPTA, Synergis–Geoffrey YEH Professor of Business and Chair Professor in the Department of Marketing, whose research shows how people process information, and how subtle changes in language can create a significant shift in behavior.

Prof. Sengupta is fascinated by the brain as a kind of filtering system and how the path a single piece of information travels from detection to reaction, determines whether that message influences change or not. This core insight anchors his work in consumer information processing, persuasion and attitude strength. Building on those findings, Prof. Sengupta uncovers practical applications of his research in marketing communications. Across these themes, he asks fundamental questions about judgment and behavior: what influences us, why it works, and what the consequences are for not only markets, but for society.

One of Prof. Senguptaʼs core topics examines how language framing shapes responses in crowdfunding and fundraising. In research highlighted by HKUST Business School, Prof. Sengupta shows that the subtle difference between “want” and “need” can make a significant difference in the context of requesting donations, and how the way in which language is used can shape a consumerʼs trust and confidence.

Another influential stream of his work explores the paradox of insincere flattery: even when people recognize the artificiality of a praise, it can still elicit a reaction that lingers and later positively shapes consumer behavior.

Having spent over three decades at HKUST, Prof. Sengupta has witnessed the Universityʼs growth in scale and research culture, crediting HKUST's collaborative environment and its commitment to translating discoveries into real-world impact as key reasons he has chosen to build his career here, mentoring students who share the same curiosity about information processing.