Staff Profile


Career Summary


Fred is a Lecturer in Marketing at the Newcastle Business School. Prior to joining the University of Newcastle, Fred was an assistant lecturer at the Department of Marketing at Monash University, Melbourne.

Fred’s research interests focus on the areas of consumer behaviour, new product development, product innovation management and marketing research. Fred’s publications appear in the Australasian Marketing Journal. He has been a reviewer for Asia Pacific Journal of Marketing and Logistics and European Journal of Marketing.


  • Doctor of Philosophy, Monash University, 23/09/2010


Research keywords

  • Consumer Behaviour
  • New Product Adoption
  • Product Innovation Management

Research expertise

Fred’s research interest is primarily focused on understanding the influence of consumer innovativeness on new product adoption across various product categories, services and cultures. The importance of such research enables companies addressing innovative consumers and knowing how to deal with this key segment, thus minimizes the failure rate of product innovations. He is currently engaged in a cross cultural study about drivers of consumer acceptance of novel new services.


  • Chinese
  • English
  • Hokkien

Fields of Research

150505Marketing Research Methodology35
150506Marketing Theory35


1. RMIT University - Associate Prof Mike Reid: Developing a scale for vicarious adoption

2. Monash University - Dr. Vaughan Reimers: Retail Study: Investigate the influence of shopping convenience and permission email marketing

3. De Lin Institute of Technology (Taiwan) - Dr. Alice Chuang: Drivers of consumer acceptance of novel new services in Australia, China and Taiwan


Administrative expertise

Fred possesses good educational administration skills. Administration duties include student consultation, marking assignments and exams, answering course-related queries, and work with course coordinator on finalizing students’ grades. He is a team player, an effective communicator, possess leadership qualities, creative and innovative abilities, and is a responsible worker that strives for excellence in everything that I do. He has well-developed written and oral communication skills in both English and Mandarin which will enable him to be closely related to students (local and international) and staffs. He prides himself on being well-organized and a responsible person. Certainly, he is willing to contribute his knowledge, skills and personal experiences to provide his assistance to both local and international students and the community. Education is the basis of the enrichment of life. He believes that the more people learn, the better spirit they will have. He has had worked in industries for over 6 years in Taiwan and 3 years in Australia. He remains a great relationship with his colleagues.


Teaching keywords

  • Consumer Behaviour
  • Integrated Marketing Communication
  • International Marketing
  • Marketing Research Method
  • Principle of Marketing

Teaching expertise

Before Fred came to Australia, Fred was a lecturer in Northern Taiwan Institute of Science and Technology for 2 years. He taught “Practice of International Trade”. During the last one and half year of his PhD candidature, he worked as a sessional tutor in marketing department at Monash University. He taught “Principle of Marketing”. In 2011, he had the opportunity to be offered a position as an assistant lecturer in the department of marketing at Monash University. He taught four units: marketing research method, international marketing, consumer behaviour, and integrated marketing communication. He received two teaching excellence awards for achieving high levels of overall student satisfaction in the unit evaluation for MKW 2460 (Integrated Marketing Communication) and MKW 2420 (Marketing Research Methods). His teaching values are to promote self-directed learning, create a supportive environment for knowledge acquisition, encourage problem solving, and to foster an enquiring and creative mind.



For publications that are currently unpublished or in-press, details are shown in italics.

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Journal article (3 outputs)

2014Reimers V, Chao C, 'The role of convenience in a recreational shopping trip', European Journal of Marketing, 48 2213-2236 (2014) [C1]
2013Chao C, Reid Mike, Mavondo Felix, 'Global consumer innovativeness and consumer electronic product adoption', Asia Pacific Journal of Marketing and Logistics, 25 614-630 (2013) [C1]
2012Chao CW, Reid M, Mavondo F, 'Consumer Innovativeness Influence on Really New Product Adoption', Australasian Marketing Journal, 20 211-217 (2012) [C1]

Grants and Funding


Number of grants1
Total funding$5,000

- Indicates that the researcher may be seeking students for this project.

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2013 (1 grants)

Investigating the impact of new product information learning and behaviour on innovative customers - Developing a scale for vicarious innovativeness$5,000
Funding Body: University of Newcastle

Project Team
Doctor Fred Chao
New Staff GrantChief Investigator
Total AmountFunding StartFunding Finish

Research Supervision

Number of current supervisions0

No Supervisions.


Dr Chih Wei (Fred) Chao

Work Phone(02) 4921 6389
Cell / Mobile Phone0437630465
Newcastle Business School
Faculty of Business and Law
The University of Newcastle, Australia
SRS 233,
Social Sciences,
University Drive
Callaghan NSW 2308