Assistant Professor in Marketing
I adopt mixed methods to study consumer behavior and other topics in behavioral science more generally. I investigate my research questions mainly through laboratory and field experiments. My research incorporates theories and insights from marketing, psychology, behavioral economics, and management science.
- PhD in Marketing, The Chinese University of Hong Kong
- Undergraduate Courses
- Principles of Marketing (MKTG2000)
- Graduate Courses
- Marketing Analytics (MKTG7033)
- Judgment and Decision-Making
- Behavioral Economics
- Consumer Behavior
* corresponding author † equal authorship
- Dai†, Xianchi, and Kao Si†* (2023), “The Fundamental Recruitment Error: Candidate-Recruiter Discrepancy in Their Relative Valuation of Innate Talent versus Hard Work,” Organization Science. https://doi.org/10.1287/orsc.2023.1667
- Si, Kao, Yiwei Li, Chao Ma, and Feng Guo* (2023), “Affiliation Bias in Peer Review and the Gender Gap,” Research Policy, 52 (7), 104797. https://doi.org/10.1016/j.respol.2023.104797
- Si*, Kao, and Xianchi Dai (2022), “The Memory-Search Frame Effect: Impacts on Consumers’ Retrieval and Evaluation of Consumption Experiences,” Marketing Letters, 33 (1), 5-17. https://doi.org/10.1007/s11002-021-09603-6
- Lead article
- Si†*, Kao, Xianchi Dai†, and Robert Wyer Jr. (2021), “The Friend Number Paradox,” Journal of Personality and Social Psychology, 120 (1), 84-98. https://doi.org/10.1037/pspi0000244
- Selected media coverage: Insider, Yahoo!, Character & Context (Official blog of SPSP), Psychology Today, Psych News Daily
- Ma, Chao, Yiwei Li, Feng Guo*, and Kao Si (2019), “The Citation Trap: Papers Published at Year-End Receive Systematically Fewer Citations,” Journal of Economic Behavior and Organization, 166, 667-687. https://doi.org/10.1016/j.jebo.2019.08.007
- Si*, Kao, and Yuwei Jiang (2017), “Bidirectional Contrast Effects between Taste Perception and Simulation: A Simulation-Induced Adaptation Mechanism,” Journal of Consumer Psychology, 27 (1), 49-58. https://doi.org/10.1016/j.jcps.2016.04.002
- Si*, Kao, Robert Wyer Jr., and Xianchi Dai (2016), “Looking Forward and Looking Back: The Likelihood of an Event’s Future Reoccurrence Affects Perceptions of the Time It Occurred in the Past,” Personality and Social Psychology Bulletin, 42 (11), 1577-1587. https://doi.org/10.1177/0146167216665343
- Heterogeneous Effects of Attending an Elite Class on Students’ Academic Performance: Combining Evidence from a Regression Discontinuity Design and a Natural Experiment
- Online Targeting of Fundraising Appeals
- Choice Autonomy and Hedonic Adaptation Recovery
- Hunger Positivity Effect in Beauty Perception
- When Resource Scarcity Promotes Prosocial Behaviors
- Secrecy Appeal in Self-Improvement Product Advertising