Fengyan Cai

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 · 179 citations

Social Sciences, Communication, Marketing +17

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 · 69 citations

Social Sciences, Business Economics, Economics +13

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 · 44 citations

Social Sciences, Economics, Marketing +15

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

Social Sciences, Economics, Marketing +15

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

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

Public Affairs, Nonprofit Management, Ethics +11