Prof. Kao SI

Assistant Professor in Marketing

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

Contact Information

Room: E22-2071
Telephone: (853) 8822-4744
E-mail: kaosi

Academic Qualifications

  • PhD in Marketing, The Chinese University of Hong Kong

Teaching

  • Principles of Marketing (MKTG220/2000)

Research Interests

  • Judgment and decision making
  • Behavioral economics
  • Consumer behavior

Selected Journal Papers

  1. 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.
  2. Si, Kao, Robert S. Wyer, 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.