Research

My research examines how consumers experience and value time, how they evaluate human–AI collaboration, and how visual cues shape product inferences.

Peer-Reviewed Articles
Zhigang Shou, Qinying Xia, Samuel Su, and Hongxin Teng (equal authorship) (2026),Rewarding Money or Time? The Sunk Cost Effects of Customized Rewards in Loyalty Programs,” Journal of Marketing Research, 63 (2), 278–297.
Wenting Zhu, Samuel Su, and Zhigang Shou (2017),Social Ties and Firm Performance: The Mediating Effects of Adaptive Capability and Supplier Opportunism,” Journal of Business Research, 78 (September), 226–232.
Under Review
Samuel Su and Rima Touré-Tillery,Time for Something New: The Effects of Time Perception on Novelty-Seeking Behavior.” Under first-round review at the Journal of Consumer Research. — Job market paper
Working Papers
Samuel Su and Rima Touré-Tillery,Time Flies When You’re Bad: The Fast-Forward Effect.” Four experiments completed; targeting the Journal of Consumer Research.
Sarena J. Su, Samuel Su, and Xinyue Zhou,The First Draft Premium: How Consumers Use Creation Sequence to Evaluate Human–AI Collaborations.” Five experiments completed; targeting the Journal of Consumer Research.
Zhigang Shou, Samuel Su, Sarena J. Su, and Chuluo Sun,Up in the Air: How Perceived Lightness Cues Sustainability Judgments.” Experiments in progress; targeting the Journal of Marketing Research.
Samuel Su and Sarena J. Su,Time Neglect: When We Can Always Borrow It from Tomorrow.” Experiments in progress; targeting Psychological Science.
Sarena J. Su and Samuel Su,Feel More or Less Time? When Awe Constructs or Destructs You.” Experiments in progress; targeting Psychological Science.