Concepedia

Huachao Gao

HG

7

Publications

405

Citations

7

H-Index

2016

Active since

Affiliations

University of Victoria(Current)

The University of Texas at San Antonio

Huachao Gao is an author at University of Victoria specializing in consumer behavior, marketing, and consumer research.

Top concepts

MarketingConsumer BehaviorConsumer ResearchManagementEconomicsAdvertisingConsumer CultureEconomic AnalysisSocial PsychologyBehavioral Economics

Publications per year

2016–2023

7

Publications

7

All That Glitters Is Not Gold: How Others’ Status Influences the Effect of Power Distance Belief on Status Consumption

Huachao Gao, Karen Page Winterich, Yinlong Zhang · Journal of Consumer Research · 2016 · 127 citations

How Does Local–Global Identity Affect Price Sensitivity?

Huachao Gao, Yinlong Zhang, Vikas Mittal · Journal of Marketing · 2016 · 105 citations

Consumer Uncertainty, Consumer Study, Consumer Research +21

Heart or Mind? The Impact of Power Distance Belief on the Persuasiveness of Cognitive Versus Affective Appeals in Education Marketing Messages

Lingjiang Lora Tu, Jae-Hwan Kwon, Huachao Gao · Journal of Marketing Research · 2021 · 51 citations

Marketing, Culture, Behavioral Decision Making +15

The effect of power distance beliefs on the inconspicuous versus conspicuous consumption of luxury accessories in China and the USA

Ling Jiang, Huachao Gao, Linda Hui Shi · Journal of Marketing Management · 2021 · 46 citations

Resources Available for Me Versus Us: Implications for Mitigating Consumer Food Waste

Huachao Gao, He Jia, Bingxuan Guo · Journal of Marketing Research · 2023 · 34 citations · Full text

Food Loss, Sustainable Consumption, Consumer Food Waste +30

Rows per page

1–5 of 7