Ada Leung

ada leung headshot
Associate Professor, Marketing
Gaige Technology and Business Innovation Building, 332

Dr. Ada Leung is an associate professor of marketing at Penn State Berks whose primary research focuses on the sociological aspects of consumer behavior, including social structural factors (networks, inequality, culture, and social influence), consumption practices (such as eating practices, social media usage, financial management practices, museum-going, philanthropic behaviors, weight-control, etc.), and how such behaviors are related to personal values, such as materialism, and ultimately consumers’ quality of life. Another research stream investigates how to improve the participation of Innovation Challenges and Programs (ICPs) among underrepresented undergraduate students.

Dr. Leung collaborates with Drs. Sadan Kulturel-Konak and Abdullah Konak of Penn State Berks and Drs. Steven Jiang and Lauren Davis of North Carolina Agricultural and Technical State University on a National Science Foundation-supported project that aims to advance equity among underrepresented students in STEM-related innovation competitions and programs.

Dr. Leung also advises honors students on a variety of marketing projects, e.g., social media usage and its effects of detox intervention, greenwashing and social corporate responsibilitly.

Kulturel-Konak, S., Konak, A., & Leung, A. (2024). Exploring Students’ Perceived Values, Cost, and Barriers for Inclusive and Diverse Entrepreneurial Ecosystems. Entrepreneurship Education and Pedagogy. https://doi.org/10.1177/25151274241263070

Leung, A., Xu, H., Wu, GJ., Luthans, KW. Industry Peer Networks (IPNs): Cooperative and Competitive Interorganizational Learning and Network Outcomes. Management Research Review. 2019; 42(1):122.

Leung, A., Luthans, K., Jensen, S., Xu, H.. Industry Peer Networks: Constructive Collaboration for Effective Marketing and Management Practices. Journal of Business and Management. 2013; 19(2):51.

  • Ph.D., Marketing, University of Arizona, Arizona
  • B.A., Economics, International Christian University, Tokyo, Japan

Leung, A., Kulturel-Konak, S., & Konak A. (2024) Belonging matters: Exploring student engagement in innovation ecosystems. Proceedings of 2024 IEEE ASEE Frontiers in Education Conference.

Leung, A., Perez, N., Weaver, L., Rutt, K., Bermudez, M., Scartozzi, C., & Veldheer, S. (2024) Exploring Veggie Rx’s Potential to Address Health Disparities. Proceedings of 2024 AMA Marketing and Public Policy Conference.

Leung, A., Perez, N., Weaver, L., Rutt, K., Bermudez, M., Scartozzi, C., & Veldheer, S. (2024) Using Food as Medicine to Address Health Disparities: The Veggie Rx Model, Proceedings of American Council on Consumer Interests 2024 Annual Conference.

Kulturel-Konak S., Konak A., & Leung A. (2023) Perceived values associated with participation in student innovation competition. Proceedings of 2023 Fall IEEE ASEE Mid Atlantic Conference.

Kulturel-Konak S., Leung A., & Konak A. (2023) Perceived Barriers and Costs Associated with participation in Student Innovation Competition. Proceedings of 2023 IEEE ASEE Frontiers in Education Conference.

Leung, A., & Weaver, L. (2023). In Rajesh Bagchi, Lauren Block, and Leonard Lee (Eds.), "Addressing health disparities: Implications of empowerment and habit formation reward in Veggie Rx program." 2022 Association for Consumer Research Annual Conference.