Gao, Leilei

BA (Peking U); MS (University of Illinois at Urbana-Champaign); PhD (Stanford)

Associate Professor


Department of Marketing

Room 1109, 11/F
Cheng Yu Tung Building
12 Chak Cheung Street
Shatin, N.T., Hong Kong

+852 3943 7637


Prof. Leilei Gao is an Associate Professor of Marketing at The Chinese University of Hong Kong (CUHK) Business School. She received her PhD in Marketing from Stanford University. Prof. Gao’s research interests lie in the area of consumer behaviour. She studies how people’s inner states are shaped by seemingly inconsequential situational factors, and how these externally determined mental states in turn influence people’s preference formation, decision making, goal-directed reactions and long-term goal setting. Her general research interest is reflected in three lines of work: (1) the external determinants of individuals’ intrinsic motivations and long-term goals-setting, (2) situational influences on individuals’ goal-directed activities and (3) the roles of tasks, contexts and situational factors in determining people’s judgment and decision making. Prof. Gao’s research has been published in journals such as Journal of Marketing, Journal of Consumer Research, and Journal of Consumer Psychology.

Teaching Areas

Integrated Marketing Communications
Strategic Brand Management

Research Interests

Behavioural Decision Making

  • Grants
    • “The Influence of Theme Clarity and Attribute Variability on Consumers’ Hobby Formation”, General Research Fund awarded by Research Grants Council, 2016-2017
    • “Where Do Collections Start? A Study on Consumers’ Collecting Behaviour”, General Research Fund awarded by Research Grants Council, 2014-2016
    • “Making an Influence: When the Motivation to Influence Drives Decisions”, General Research Fund awarded by Research Grants Council, 2012-2014