NAME: LIEN-TI BEI, Ph.D

• Professor and chairperson of Department of Business Administration, National Chengchi University 2003 – Present

BACKGROUND INFORMATION

• I originally studied Botany, but because of my love for people I switched to Psychology. As you well know, plants do not talk nor move, while people have a lot of interesting facts that one can study about them. I like to study and observe the behavior of human beings, I find mankind to be a very interesting species.
• I then studied Consumer Behavior at Purdue University in the USA. Consumer Behavior is a subject closely related to Psychology. I chose to pursue Consumer Behavior mainly because am much more interested in applying what I learn in Consumer Behavior coupled with Psychology in the practice of Marketing. This is the main reason why I switched again from psychology to Consumer Behavior and thus far I have not regretted my decision. I love what I do. The fun part of studying Consumer Behavior is that when people go shopping, they enjoy the process of shopping while I on the other hand enjoy observing shoppers. Shopping for me is work and its fun. Just as people like to watch TV shows, I like to watch the commercials. My pattern of watching TV is definitely different from the average person.

You are a professor here at NCCU as well as Chairperson of the Department of Business Administration, among other things, what are the major challenges that you face?

• Time management is the most challenging part of my job. I usually like to know my students a little bit more so that I know in depth how I should approach the course am teaching to suit their needs. However, due to my other duties, I have to divide my time very carefully. The department now has over 900 students and I cannot get close to each and every one of them.
• Being chairperson is more of a service job on my part to the Department and other faculty members, it’s my time to contribute to the Department and as expected I will do it to the best of my ability just like others before me have done and others after me will do. In the Taiwanese Education system, being chairperson and doing Administrative jobs is more of a service and my term is two years.

As the chairperson is elected, if you got re-elected would you continue with the job?

• It’s not in my plans, I like research and teaching. I think that I am a better researcher and teacher than Chairperson. I would like to spend more time on students, and conducting research.

What exactly are you going to be teaching in Chinese Consumer Behavior and why is there a distinction between Chinese Consumer Behavior and Consumer Behavior in general?

• The idea is that students should have a whole package of courses related to Chinese or Asian culture. This way it is more attractive and interesting for students especially the foreign students. People are the same no matter their background. As much as you and I are totally different in many areas from each other, usually in Marketing we try to find a common ground for all consumers. Chinese Consumer Behavior however, aims at emphasizing the cultural differences embedded in the Chinese/Asian consumer in comparison to the western or global consumers. There are key differences and reference points that set the Chinese consumer apart from other consumers.

What do you like to do in your spare time?

• I don’t usually have spare time. However, I like all things related to art. Whenever I travel, I like to visit Museums. I love architecture, land marks and footprints left by people.