Why do some people carefully follow a product's instructions while others push it beyond its intended limits?
That question has driven years of research for Dr. Heshan Dong, assistant professor of marketing at The University of Texas Permian Basin. His work explores a consumer behavior known as product abuse, or the misuse of products beyond their intended purpose, and how that behavior affects companies, products, and consumers.
Dr. Dong's interest in the topic began while pursuing his Ph.D. and working in the IT, financial services, and equipment rental industries. Through those experiences, he observed customers using expensive computer servers and data equipment in ways they were never designed to handle.
Those observations sparked a research interest that continues to shape his work today.
Earlier this year, Dr. Dong and co-author Charles Blankson published Exploring the Nature of Product Abuse in the Marketing Domain in the Journal of Consumer Behavior. The study examines how marketing practices can influence the way consumers use products and establishes a framework for understanding product abuse within the field of marketing.
"It's an exploratory study that develops a definition of product abuse and lays the groundwork for future research," Dr. Dong said.
The publication is the first in a series of research projects focused on the topic. A second paper, currently under review with Psychology & Marketing, explores whether consumers treat products differently when they only own them temporarily, such as through rentals or subscriptions. A third study, submitted to the International Journal of Consumer Studies, examines how social, cultural, and personality factors may contribute to product abuse.
Beyond contributing to academic research, Dr. Dong believes the topic provides students with a practical way to understand consumer behavior and marketing strategy.
He brings examples from his research into the classroom, connecting course concepts to real-world situations students can easily relate to as consumers, product owners, and renters.
"It's a useful way to bring research into the classroom and discuss how consumer behavior can affect product value, business decisions, and the way companies manage products over time," Dr. Dong said.
Dr. Dong has shared his research at several academic conferences, including the 2026 Academy of Marketing Science Annual Conference. There, he and Blankson received the William R. Darden Award for Best Methodology Paper, recognizing the strength of their research approach.
For Dr. Dong, the award was especially meaningful because of the challenges involved in studying the topic.
"I felt fulfilled. Finding people willing to talk about this behavior was challenging," said Dr. Dong. "It was a long and memorable journey. Receiving the award was especially meaningful because it recognized the work that went into how we studied the topic."
As his research continues to expand, Dr. Dong is helping advance the understanding of consumer behavior while bringing that knowledge directly into the classroom. Through both his scholarship and teaching, he is preparing UTPB students to think critically about the relationship between consumers, products, and the decisions that shape the marketplace
