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 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. Professor 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. Professor 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
Publications & Working Papers
- Ma, Xuejing, Fei Jin, and Xianchi Dai (forthcoming), “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.
- Liu, Diyi, Suntong Qi, Xianchi Dai, and Huibin 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(7), 1762-1778.
- Xianchi Dai, Yu (Anna) Lin, Jianping Liang, Chen Yang (2024), “Appearance for Females, Functionality for Males? The False Lay Belief about Gender Difference in Product Preference,” Journal of Consumer Research, 50(6):1136–1156.
- Dai, Xianchi and Kao Si (2024), “The Fundamental Recruitment Error: Candidate-Recruiter Discrepancy in Their Relative Valuation of Innate Talent vs. Hard Work,” Organization Science, 35(1):215-231.
- Kao Si and Xianchi Dai (2022), “The Memory-Search Frame Effect: Impacts on Consumers’ Retrieval and Evaluation of Consumption Experiences,” Marketing Letters, 33 (March), 5-17. (Lead article)
- Kao Si, Xianchi Dai, and Robert Wyer Jr. (2021), “The Friend Number Paradox,” Journal of Personality and Social Psychology, 120(January), 84-98. (The first two authors contributed equally)
- Canice Kwan, Xianchi Dai, and Robert S. 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, Vol. 42 (November), 1577-1587.
- Xianchi Dai and Ayelet Fishbach (2014), “How Non-Consumption Shapes Desire,” Journal of Consumer Research, Vol. 41 (December), 936-952.
- Xianchi Dai and Ayelet Fishbach (2013), “When Waiting to Choose Increases Patience,” Organizational Behavior and Human Decision Processes, 12, 256-266.
- Xianchi Dai and Christopher Hsee (2013), “Wish versus Worry: Ownership Effects on Motivated Judgment,” Journal of Marketing Research, 50, 207-215.
- Luxi Shen, Christopher Hsee, Jiao Zhang, and Xianchi Dai (2011), “The Art and Science of Guessing,” Emotion, 11, 1462-1468.
- Xianchi Dai, Miguel Brendl, and Dan Ariely (2010), “Wanting, Liking, and Preference Construction,” Emotion, 10, 324-334.
- Xianchi Dai, Klaus Wertenbroch, and Miguel Brendl (2008), “The Value Heuristic in Judgments of Relative Frequency,” Psychological Science, 19, 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
- 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
- Teaching Merit Award, CUHK Business School, The Chinese University of Hong Kong, 2016-2017, 2017-2018, 2018-2019, 2019-2020
- Faculty Teaching Award, CUHK Business School, The Chinese University of Hong Kong, 2012-2013
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