Gao, Leilei

Biography

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 interest centres on situational influences on consumers’ decision-making, goal-setting and self-regulations. Her research sheds light on the external determinants of goal-directed behaviours, promotes consumers’ self-control and well-being, and guides the design of effective marketing programmes. 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

Motivation
Decision Making
Social Cognition

• Publications & Working Papers

  Publications

  • Tingting Fan, Leilei Gao, and Yael Steinhart (2020), “The Small Predicts Large Effect in Crowdfunding,” Journal of Consumer Research.
  • 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,” Journal of Consumer Psychology, 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.

  Working Papers

  • “The Identified Donor Effect,” under review.
  • “Variety Seeking in Resource Allocations,” under review.
  • “Kindness Carryover: Disclosing the Name of a Help Provider Increases Recipients’ Prosocial Tendency,” under review.
  • “Can a Single Digit Make Consumers Eat Less? The Effect of Calorie Number Roundness,” under review.

• Grants
  • Hong Kong Research Grants Council Competitive Grant 14503618, 2018-2020 (Principal Investigator)
  • Hong Kong Research Grants Council Competitive Grant 4441542, 2016-2018 (Principal Investigator)
  • Hong Kong Research Grants Council Competitive Grant 490831, 2013-2017 (Principal Investigator)
  • Hong Kong Research Grants Council Competitive Grant 444511, 2011-2013 (Principal Investigator)

• Awards & Honours
  • Young Researcher Award, The Chinese University of Hong Kong, 2018
  • Teaching Merit Award, CUHK Business School, The Chinese University of Hong Kong, 2015-2016, 2016-2017, 2017-2018
  • Faculty Teaching Award , CUHK Business School, The Chinese University of Hong Kong, 2008-2009, 2010- 2011, 2011-2012, 2012-2013, 2013-2014, 2014-2015