Guo, Liang（郭亮）

Biography

Prof. Liang Guo is a Professor of the Department of Decision Sciences and Managerial Economics and the Department of Marketing at The Chinese University of Hong Kong (CUHK) Business School. He received a PhD in Business Administration from University of California at Berkeley, and a BA in Economics from Beijing University. His research interests include economics of psychology, marketing strategy, industrial organisation, and applied economics. His research work has been accepted for publication at the Journal of Economics and Management Strategy, Journal of Marketing Research, Management Science, Marketing Science, and Productions and Operations Management. He is on the editorial board of Marketing Science, and serves as the Associate Editor for Quantitative Marketing and Economics and Management Science. He was named the “MSI Young Scholar” in 2009, and the “Cheung Kong Chair Professor” in 2015.

Teaching Areas

Marketing Engineering
Pricing Strategy
Marketing Strategy
Marketing Management

Research Interests

Economics of Psychology
Marketing Strategy
Industrial Organisation
Applied Economics

• Publications & Working Papers
  • L. Guo (2022), “The Mnemonomics of Contractual Screening,” Management Science.
  • L. Guo (2022), “Gathering Information before Negotiation,” Management Science.
  • L. Guo (2022), “Strategic Communication before Price Haggling: A Tale of Two Orientations,” Marketing Science, 871-1027, ii.
  • Yang, C., L. Guo, and S. X. Zhou (2021), “Customer Satisfaction, Advertising Competition, and Platform Performance,” Production and Operations Management, 1576-1594.
  • L. Guo (2021), “Testing the Role of Contextual Deliberation in the Compromise Effect,” Management Science, 3975-4753, iv-v.
  • L. Gao, L. Guo, and A. Orsdemir (2021), “Dual‐Channel Distribution: The Case for Cost Information Asymmetry,” Production and Operations Management, 30(2), 494-521.
  • L. Guo (2021), “Endogenous Evaluation and Sequential Search,” Marketing Science, published online.
  • L. Guo (2021), “Partial Unraveling and Strategic Contract Timing,” Management Science, published online.
  • Pedro M. Gardete and L. Guo (2020), “Prepurchase Information Acquisition and Credible Advertising,” Management Science, published online.
  • L. Guo (2020), “Upstream Exploitation and Strategic Disclosure,” Marketing Science, 39(5), 849-1031.
  • L. Guo (2020), “Anticipatory Consumptions,” Management Science, 66(8), 3295-3798.
  • L. Guo and X. Wu (2018), “Capacity Sharing between Competitors,” Management Science, 64(8), 3469-3970.
  • L. Guo (2016), “Contextual Deliberation and Preference Construction,” Management Science, 62(10), 2977-2993.
  • L. Guo and Y. Wu (2016), “Consumer Deliberation and Quality Signaling,” Quantitative Marketing and Economics, 14(3), 233-269.
  • L. Guo (2015) “Inequity Aversion and Fair Selling,” Journal of Marketing Research, 52(1), 77-89.
  • L. Guo, T. Li, and H. Zhang (2014) “Strategic Information Sharing in Competing Channels,” Production and Operations Management, 23(10), 1719-1731.
  • L. Guo and X. Meng (2015) “Digital Content Provision and Optimal Copyright Protection,” Management Science, 61(5), 1183-1196.
  • L. Guo and G. Iyer (2013), “Multilateral Bargaining and Downstream Competition,” Marketing Science, 32(3), 411-430.
  • L. Guo and J. Zhang (2012), “Consumer Deliberation and Product Line Design,” Marketing Science, 31(6), 995-1007.
  • L. Guo (2010), “Capturing Consumption Flexibility in Assortment Choice from Scanner Panel Data,” Management Science, 56(10), 1815-1832.
  • L. Guo and G. Iyer (2010), “Information Acquisition and Sharing in a Vertical Relationship,” Marketing Science, 29(3), 483-506.
  • L. Guo (2009), “Service Cancellation and Competitive Refund Policy,” Marketing Science, 28(5), 901-917.
  • L. Guo (2009), “Quality Disclosure Formats in a Distribution Channel,” Management Science, 55(9), 1513-1526.
  • L. Guo and Y. Zhao (2009), “Voluntary Quality Disclosure and Market Interaction,” Marketing Science, 28(3), 488-501.
  • L. Guo (2009), “The Benefits of Downstream Information Acquisition,” Marketing Science, 28(3), 457-471.
  • L. Guo and J. M. Villas-Boas (2007), “Consumer Stockpiling and Price Competition in Differentiated Markets,” Journal of Economics and Management Strategy, 16(4), 827-858.
  • L. Guo (2006), “Removing the Boundary between Structural and Reduced-Form Models,” Marketing Science, 25(6), 629-632.
  • L. Guo (2006), “Consumption Flexibility, Product Configuration, and Market Competition,” Marketing Science, 25(2), 116-130.

• Research Grants
  • “A Structural Model of Assortment Choice: Theory and Empirical Analysis,” General Research Fund (14501321) awarded by Hong Kong Research Grants Council (Hong Kong RGC) with HK$611,993, 2022- (PI)
  • “Limited Memory and Contract Overchoice: Theory and Experiment,” General Research Fund (14500519) awarded by Hong Kong RGC with HK$541,693, 2020-2022 (PI)
  • “Predicting Context Dependent Choices by Contextual Deliberation: A Multimethod Study,” General Research Fund (14502117) awarded by Hong Kong RGC with HK$726,766, 2018-2021 (PI)
  • “The Rationality of Anchoring in Economic Valuations,” General Research Fund (14503615) awarded by Hong Kong RGC with HK$920,000, 2016-2019 (PI)
  • “Elicitation Procedures and Preference Reversals: A Rational Approach,” General Research Fund (16500614) awarded by Hong Kong RGC with HK$444,489, 2015-2018 (PI)
  • “A Rational Account of the Compromise Effect: Theory and Experiment,” General Research Fund (690913) awarded by Hong Kong RGC with HK$488,000, 2013-2016 (PI)
  • “Voluntary Quality Disclosure and Market Interaction: Theoretical and Experimental Analysis,” General Research Fund (641708) awarded by Hong Kong RGC with HK$1,088,500, 2008-2011 (PI)
  • “Assessing the Impact of Consumption Uncertainty on Consumer Choice: A Structural Approach,” Competitive Earmarked Research Grant (HKUST6464/05H) awarded by Hong Kong RGC with HK$469,536, 2005-2007 (PI)