Research

Tu, Lingjiang Lora, Jaehwan Kwon, and Huachao Gao (2021), "Heart or Mind? The Impact of Power Distance Belief on the Persuasiveness of Cognitive versus Affective Appeal in Education Marketing Messages," Journal of Marketing Research, forthcoming.

Jiang, Ling, Huachao Gao, and Linda Hui Shi (2021), "The effect of power distance beliefs on the inconspicuous versus conspicuous consumption of luxury accessories in China and the USA," Journal of Marketing Management, forthcoming.

Gao, Huachao, Vikas Mittal, and Yinlong Zhang, (2020), "The Differential Effect of Local-Global Identity Among Males and Females: The Case of Price Sensitivity," Journal of Marketing Research, 57 (1), 173-91

Gao, Huachao, Yinlong Zhang, and Vikas Mittal (2017), “How Does Local-Global Identity Affect Price Sensitivity?” Journal of Marketing, 81 (3), 62-79.

Gao, Huachao, Karen Page Winterich, and Yinlong Zhang (2016), “All That Glitters is Not Gold: How Others’ Status Influences the Effect of Power Distance Belief on Status Consumption,” Journal of Consumer Research, 43 (2), 265-81.