Dai, Xianchi
Dai, Xianchi 戴先熾
BS (Tianjin U); MSc (Shanghai Jiao Tong U); PhD (INSEAD France)
Associate Professor
Contact
Department of Marketing
Room 1108, 11/F
Cheng Yu Tung Building
12 Chak Cheung Street
Shatin, New Territories, Hong Kong
+852 3943 8613
Biography
Professor Dai received his PhD in Management (Marketing concentration) from INSEAD. His research interests are in judgement and decision making, intertemporal choices, social interactions, and behavioral issues related to AI and New Technology, etc. His research has been published in business and psychology journals including Journal of Marketing Research, Journal of Consumer Research, Organization Science, Organizational Behavior and Human Decision Processes, Journal of Experimental Psychology: General, Psychological Science, and Journal of Personality and Social Psychology. He won numerous awards for his research, including European Association for Decision Making Biennial Best PhD Paper Award (De finetti Award), AMA Summer Conference Best Track Paper Award, INFORMS Decision Analysis Society Best PhD Paper finalist, and CUHK Young Researcher Award. Professor Dai teaches course for PhD, EMBA, MBA, and MSc programmes.
Teaching Areas
Behavioural Decision Making
Business Negotiation
Marketing Management
Research Interests
Consumer Judgment and Decision Making
Intertemporal Choices
Motivation and Self-control
Social Interactions
Behavioural issues related to AI and New Technology
Publications & Working Papers
- Ma, Xuejing, Fei Jin, and Xianchi Dai (2026), “Keeping it Real in Human Eyes: Receptivity to Human vs. AI in Luxury Authentication and the Role of Perceived Perspective Similarity,” Journal of the Academy of Marketing Science, 54(April) 579-595.
- Liu, Diyi, Suntong Qi, Xianchi Dai, and H. Du (2025), “When to Showcase Automated Production Processes? Disclosing Production Processes Increases Evaluation of Low-End but Decreases Evaluation of High-End Products,” Psychology & Marketing 42 (July) 1762-1778.
- Dai, Xianchi, Yu (Anna) Lin, J. Liang, and C. Yang (2024), “Appearance for Females, Functionality for Males? The False Lay Belief about Gender Difference in Product Preference,” Journal of Consumer Research, 50 (April), 1135-1156.
- Dai, Xianchi, and Kao Si (2024), “The Fundamental Recruitment Error: Candidate-Recruiter Discrepancy in Their Relative Valuation of Innate Talent versus Hard Work,” Organization Science, 351(1), 215-231.
- Si, Kao and Xianchi Dai (2022), “The Memory Search Frame Effect: The Impact of Search Window on Consumers’ Retrieval and Evaluation of Consumption Experiences,” Marketing Letters, 33 (March), 5-17. (Lead article with two commentaries)
- Si, Kao, Xianchi Dai, and Robert Wyer Jr. (2021), “The Friend Number Paradox,” Journal of Personality and Social Psychology. 120(January), 84-98.
- Kwan, Canice, Xianchi Dai, and Robert Wyer (2017), “Contextual Influences on Message Persuasion: The Effect of Empty Space,” Journal of Consumer Research, 44 (August), 448-464.
- Si, Kao, Robert S. Wyer, and Xianchi Dai (2016), “Looking Forward and Looking Back: The Likelihood of an Event’s Future Reoccurrence Affects Perceptions of the Time It Occurred in the Past,” Personality and Social Psychology Bulletin, 42 (November), 1577-1587.
- Dong, P., Xianchi Dai, and Robert S. Wyer (2015), “Actors Conform, Observers React: The Effects of Behavior Synchrony on Conformity,” Journal of Personality and Social Psychology, 108(January), 60-75.
- Dai, Xianchi and Ayelet Fishbach (2014), “How Non-Consumption Shapes Desire,” Journal of Consumer Research, 41 (December), 936-952.
- Dai, Xianchi, P. Dong, and Jayson S. Jia (2014), “When Does Playing Hard-to-get Increase Romantic Attraction,” Journal of Experimental Psychology: General, 143 (April), 521-526.
- Dai, Xianchi and Ayelet Fishbach (2013), “When Waiting to Choose Increases Patience,” Organizational Behavior and Human Decision Processes, 121 (July), 256-266.
- Dai, Xianchi and Christopher Hsee (2013), “Wish versus Worry: Ownership Effects on Motivated Judgment,” Journal of Marketing Research, 50 (April), 207-215.
- Huang, Irene Xun, P. Dong, Xianchi Dai, and R. S. Wyer (2012), “Going My Way? The Benefits of Shared Direction,” Journal of Experimental Social Psychology, 48 (July), 978-981.
- Shen, Luxi, C. Hsee, J. Zhang, and X. Dai (2011), “The Art and Science of Guessing,” Emotion, 11 (December), 1462-1468.
- Dai, Xianchi, C. M. Brendl, and D. Ariely (2010), “Wanting, Liking, and Preference Construction,” Emotion, 10 (June), 324-334.
- Dai, Xianchi, K. Wertenbroch and C. M. Brendl (2008), “The Value Heuristic in Judgments of Relative Frequency,” Psychological Science, 19 (January), 18-19.
Grants
- “The Impact of Resource Scarcity on Consumer Behavior: A Dual-Goal Perspective”, National Natural Science Foundation of China Grant No. 72172136, 2022-2025
- “Decision Making on An Empty Stomach: How Need States Affect Consumer Preferences in Inter-temporal Choices and Decisions Under Risk”, General Research Fund awarded by Research Grants Council, 2015-2018
- “Motivational and Affective Processes in Preference Construction”, General Research Fund awarded by Research Grants Council, 2013-2014
- “Preference Construction from Non-Consumption”, General Research Fund awarded by Research Grants Council, 2010-2013
Awards & Honours
- Faculty Teaching Excellence Award, CUHK Business School, The Chinese University of Hong Kong, 2022-2023
- Teaching Merit Award, CUHK Business School, The Chinese University of Hong Kong, 2016-2017, 2017-2018, 2018-2019, 2019-2020, 2020-2021, 2021-2022, 2023-2024, 2024-2025
- Faculty Teaching Award, CUHK Business School, The Chinese University of Hong Kong, 2012-2013
- Young Researcher Award, The Chinese University of Hong Kong, 2015
- Best Paper Award, Advertising, Promotion, and Marketing Communications Track, American Marketing Association Summer Educators’ Conference, 2015
- Winner, de Finetti Award (Biennial), European Association for Decision Making (EADM), 2007
- Honorable Mention, INFORMS Decision Analysis Society Student Paper Award, 2007
Student Nationalities