2023 Best Undergraduate Professors: Cony M. Ho, Northern Arizona University Franke College of Business


Cony M. Ho
Northern Arizona University
Franke College of Business


“He is so passionate about what he teaches and it truly kept me engaged. I still remember little details about our class because it was so interesting and taught me so much.” – Seton Shearn

Cony M. Ho, 36, is Assistant Professor of Marketing at Northern Arizona University Franke College of Business.

He has been recognized for his exemplary teaching skills right from his initial days at the University of Cincinnati. There, he secured multiple Dean’s List Teaching Excellence Awards. Additionally, in 2018, he was honored with the Darwin T. Turner Award for outstanding contributions in research and teaching, an accolade anonymously nominated by students.

He has made several noteworthy research contributions, with publications in esteemed marketing and social psychology journals. These include Psychology & Marketing, Motivation & Emotion, Journal of Consumer Marketing, Journal of Consumer Affairs, and Social Psychological and Personality Science.

At just 22 years old, he was the youngest FIFA World Cup commentator worldwide.


At current institution since what year? 2023

Education: PhD in marketing, University of Cincinnati Carl H. Lindner College of Business; MS in sport management, University of Florida College of Health and Human Performance

List of Undergraduate courses you teach: Introduction of Marketing, Consumer Behavior, Marketing Research, Integrated Marketing Communication, Marketing Analytics


I knew I wanted to be a business school professor when … I realized my calling to become a business school professor when, after one of my lectures, several students approached me to express their genuine appreciation for the content. The first marketing class I taught was during the second year of my PhD program. It was evident from their reactions that not only did they deeply resonate with the material, but they also found it relevant and invaluable for their future. This profound connection I felt with my students was the moment I decided to dedicate my career to guiding and helping them navigate their life paths through business education.

What are you currently researching and what is the most significant discovery you’ve made from it?  My research is rooted in the aspiration to enhance the world and assist consumers. I’ve delved into studies on consumer goal pursuit, self-regulation, and strategies to boost donations and well-being. I firmly believe that through collective insights drawn from research, we have the power to collaboratively elevate our global community. One of my recent publications explores the intriguing relationship between the perception of luck and consumer goal pursuit. I find the concept of ‘luck’ fascinating, especially given its profound impact on our behavior towards achieving our objectives.

If I weren’t a business school professor, I’d be … If I hadn’t pursued a career as a business school professor, I would have likely become a sports commentator. In fact, at the age of 22, I had the distinct honor of being the youngest FIFA World Cup commentators in Taiwan.

What do you think makes you stand out as a professor? What sets me apart as a professor is the genuine commitment I have towards my students’ success. While imparting knowledge is fundamental, I believe my true role extends beyond just lecturing. I see myself as a guide, helping students discover their career trajectories. In line with this, I continually update my content to reflect the latest business trends, ensuring my students are equipped with both foundational knowledge and contemporary insights. My ultimate aim is to not just educate, but to empower them to achieve their career aspirations.

One word that describes my first time teaching: Fantasy 

Here’s what I wish someone would’ve told me about being a business school professor: Time management is crucial. We’re all bound by the same 24 hours in a day. As a professor, striking a balance between teaching, research, and service is paramount. I often wish there had been a straightforward guide to mastering this equilibrium from day one in grad school.

Professor I most admire and why: My utmost admiration is reserved for Professor Bob Wyer from the University of Cincinnati. Beyond being a guiding force in my research, Bob stands as the G.O.A.T. in social psychology. Remarkably, even at 88, he remains active, promptly attending to research emails and projects. I aspire to retain my passion just as fervently, irrespective of how many times he’s chosen to retire.

I hold immense admiration for my advisors, Joshua Clarkson and Anthony Salerno. Josh introduced me to the research perspectives of social psychology and has been a guiding light in various aspects of my life. On the other hand, Tony meticulously taught me the intricacies of conducting research, guiding me every step of the way. Their combined mentorship has been instrumental in my understanding of research and the foundation of my successful career.


What do you enjoy most about teaching business students? Students in business school possess a unique blend of intelligence and creativity. While creativity adds a dynamic and enjoyable dimension, the ever-evolving nature of the business world demands it. These students not only harbor a passion for understanding global dynamics but also thrive on engaging with people, particularly consumers. It’s always a pleasure to interact and engage with such vibrant minds.

What is most challenging? One of the prominent challenges I’ve observed is the myriad of distractions outside the classroom, a marked difference from earlier times. The downside is that educators now need to invest more time in preparing and delivering content, while students grapple with maintaining focus on what’s being taught. However, on the brighter side, these changes have ushered in a plethora of diverse career opportunities and pathways for students, broadening their horizons.

In one word, describe your favorite type of student: Creative

In one word, describe your least favorite type of student: Lazy

When it comes to grading, I think students would describe me as …Nice guy who care students and really fair


What are your hobbies? Play league of legends and fantasy football

How will you spend your summer? I typically take my family back to Taiwan to spend time with our relatives.

Favorite place(s) to vacation: Italy (My favorite soccer team also)

Favorite book(s): The deer and the Cauldron from Louis Cha

What is currently your favorite movie and/or show and what is it about the film or program that you enjoy so much? The Dull-Ice Flower (1989) is a poignant Taiwanese film that chronicles the journey of an impoverished child with prodigious artistic talent. Tragically, his abilities only gain recognition after his untimely death. It’s an incredibly moving narrative.

What is your favorite type of music or artist(s) and why? Jolin Tsai was my idol during my teenage years. I’ve always admired her for her incredible work ethic and dedication.


If I had my way, the business school of the future would have much more of this … I believe the future of business schools should emphasize equipping students to navigate the real-world challenges. While business trends evolve rapidly, some classroom content remains outdated. It’s essential to provide students with up-to-date knowledge and, crucially, the adaptability to thrive in this ever-changing environment.

In my opinion, companies and organizations today need to do a better job at … While profitability remains a primary focus for companies, I believe that an increased emphasis on social responsibility is paramount. It’s not just about earning; giving back to society and contributing to a better world is equally vital.

I’m grateful for … I am deeply grateful for the opportunity to study abroad, a privilege made possible through the unwavering support of my parents. This experience broadened my global perspective, ultimately leading me to my role as a business professor. My heartfelt thanks go to my advisors, Josh Clarkson and Anthony Salerno, as well as my research mentor, Bob Wyer, and the entire faculty at UC for their invaluable guidance throughout my PhD journey. Last but certainly not least, my profound gratitude extends to my wife, Joanna, and our children, Albert and Emerson. Without their steadfast support and love, I wouldn’t be the person I am today.


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