Dai, Xianchi

BS (Tianjin U); MSc (Shanghai Jiao Tong U); PhD (INSEAD France)

Associate Professor
Coordinator, MPhil and PhD in Marketing Programme


Department of Marketing

Room 1108, 11/F
Cheng Yu Tung Building
12 Chak Cheung Street
Shatin, N.T., Hong Kong

+852 3943 8613



Prof. Xianchi Dai is an Associate Professor of Marketing at The Chinese University of Hong Kong (CUHK) Business School. He received his PhD in Management (Marketing concentration) from INSEAD. Prof. Dai’s research interests are in judgement and decision making, motivation and self-control, intertemporal choices, etc. His research has been published in business and psychology journals including Journal of Marketing Research, Journal of Consumer Research, Organizational Behavior and Human Decision Processes, 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. Prof. Dai teaches course for PhD, EMBA, MBA, and MSc programmes.

Teaching Areas

Behavioural Decision Making
Business Negotiation
Marketing Management

Research Interests

Judgment and Decision Making
Motivation and Self Control
Intertemporal Choices
Happiness and Subjective Well-being

  • Grants
    • “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
    • 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