Vincent Chen

I am a PhD Candidate in Behavioral Marketing at Haas School of Business, UC Berkeley.​ Previously, I earned a B.S.E in Electrical Engineering and a B.S. in Mathematics from National Taiwan University.

I study consumer cognition, focusing on knowledge and memory in dynamic environments, with applications in branding and financial decision-making. My research examines how brand meaning evolves over time, how similarity and categorization influence consumer spending, and how false memories and communication cues affect brand judgments. These projects are unified by a core interest in how consumers’ mental representations guide judgment and behavior. Drawing on my background in mathematics and natural language processing (NLP), I integrate behavioral experiments, NLP methods, and cognitive theory to investigate how subtle shifts in language, context, and memory systematically influence perception and decision-making.

Get in touch at vincentpmchen@berkeley.edu