BA (Peking U); MS (University of Illinois at Urbana-Champaign); PhD (Stanford)
Department of MarketingRoom 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.
Integrated Marketing Communications
Strategic Brand Management
Behavioural Decision Making
- Publications & Working Papers
- Zhang Yan and Leilei Gao (2016), “Wanting Ever More: Acquisition Procedure Motivates Continued Reward Acquisition”, Journal of Consumer Research, Vol. 43 (August), 230-45.
- Leilei Gao, Yanjie Li, and Robert S. Wyer (2016), “Choosing Between Two Evils: The Determinants of Preferences for Two Equally Goal-Inconsistent Options,” Journal of Consumer Research, Vol. 42 (January), 1002-12.
- Leilei Gao and Itamar Simonson (2016), “The Positive Effect of Assortment Size on Purchase Likelihood: The Moderating Influence of Decision Order,” 9, 26(4), 542-49.
- Lei Su and Leilei Gao (2014), “Strategy Compatibility: The Time versus Money Effect on Consumer Decision Making,” Journal of Consumer Psychology, 24(4), 549-56.
- Leilei Gao, Yanliu Huang, and Itamar Simonson (2014), “The Influence of Initial Possession Level on Consumers’ Adoption of a Collection Goal: A Tipping Point Effect,” Journal of Marketing, 78, 143-56.
- Leilei Gao, Christian Wheeler, and Baba Shiv (2009), “The ‘Shaken Self’: Product Choices as a Means of Restoring Self-View Confidence,” Journal of Consumer Research, 36, 29-38.
- “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