Email

kaosi@um.edu.mo

Tel

+853 8822-4744

Office

E22-2074
Faculty of Business Administration
University of Macau, E22
Avenida da Universidade,
Taipa, Macau, China

Personal Homepage

https://kao-si.github.io

Associate Professor in Marketing

Academic Qualifications

  • PhD in Marketing, The Chinese University of Hong Kong

Teaching

  • Undergraduate Courses
    • Principles of Marketing (MKTG2000)
  • Graduate Courses
    • Doctoral Seminar in Marketing Theories (MKTG8012)
    • Marketing Analytics (MKTG7033)

Research Interests

  • Judgment and Decision Making
  • Behavioral Economics
  • Consumer Behavior
  • Organization

Selected Journal Papers

* corresponding author  † equal authorship

  1. Dai†, Xianchi, and Kao Si†* (2024), “The Fundamental Recruitment Error: Candidate-Recruiter Discrepancy in Their Relative Valuation of Innate Talent versus Hard Work,” Organization Science, 35 (1), 215-231. https://doi.org/10.1287/orsc.2023.1667
  2. 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
  3. 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
  4. 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
  5. 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
  6. 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
  7. 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