Concepedia

Fengyan Cai

FC

Statistics

Publications

10

Citations

448

H-Index

10

Active since

2011

Affiliations

Shanghai Jiao Tong University(Current)

Chinese University of Hong Kong

Fengyan Cai is an author at Shanghai Jiao Tong University specializing in management, marketing, and consumer research.

Top concepts

MarketingManagementConsumer ResearchConsumer BehaviorBehavioral EconomicsConsumer Decision MakingBehavioral Decision MakingBusinessConsumer ChoiceEconomics

Publications per year

2011–2022

10

Publications

10

Making your online voice loud: the critical role of WOM information

Minxue Huang, Fengyan Cai, Alex S.L. Tsang et al. · European Journal of Marketing · 2011 · 176 citations

Digital Marketing, Consumer Research, Ripple Effect +33

Boomerang Effects of Low Price Discounts: How Low Price Discounts Affect Purchase Propensity

Fengyan Cai, Rajesh Bagchi, Dinesh K. Gauri · Journal of Consumer Research · 2015 · 67 citations

Consumer Economics, Consumer Uncertainty, Behavioral Decision Making +20

Do Promotions Make Consumers More Generous? The Impact of Price Promotions on Consumers’ Donation Behavior

Kuangjie Zhang, Fengyan Cai, Shi Zhengyu · Journal of Marketing · 2021 · 42 citations

Behavioral Decision Making, Consumer Motivation, Donation Behavior +18

The Effect of Location on Price Estimation: Understanding Number–Location and Number–Order Associations

Fengyan Cai, Hao Shen, Michael K. Hui · Journal of Marketing Research · 2012 · 41 citations

Numerical Magnitude, Consumer Uncertainty, Behavioral Decision Making +25

The impact of mortality salience on the relative effectiveness of donation appeals

Fengyan Cai, Robert S. Wyer · Journal of Consumer Psychology · 2014 · 39 citations

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