James (Chien-Tao) Cho achieved his degree of the MBA in 2002 from University of Houston@Virtoria and the degree of DBA in 2008 from Golden Gate University. He has been serving higher education with a full of passion for over 16 years but also serving as varied industrial consultant including profited, non-profited, private and public sectors. He also a fellow member of American Marketing Association, Academy of Marketing Science, Association for Consumer Research, and Taiwan Marketing Research Association, and Taiwan Management Institute.

His lecturing courses in varied course related marketing and consuming behavior, business management/strategy at programs of under/graduate students.

Recently, his research issues in consumer’s word of mouth in diffusion and preference and also focus on comparing consumer behaviors in the varied consuming cultures as well as situational (emotional) consuming behaviors in on/off-line market environment. Also, he cooperates an international research project at Social Media research Lab with Taiwanese scholars.

He is inspired to share his knowledge to students by students’ achievements and encourage to advanced research by finding solutions of practical businesses.  In the leisure time, he likes to watch and paly sports with his family members and friends.