Assistant Professor in Marketing
  • 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
  1. Si, Kao, and Xianchi Dai “The Memory-Search Frame Effect: Impacts on Consumers’ Retrieval and Evaluation of Consumption Experiences,” Marketing Letters, forthcoming.
  2. Si, Kao, Xianchi Dai, and Robert Wyer Jr. (2021), “The Friend Number Paradox,” Journal of Personality and Social Psychology, 120 (1), 84-98. (PDF) (Supplemental Information)
  3. 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.
  4. 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.
  5. 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.
  1. Gender Gaps in Scientists’ Capability to Leverage Network Connections
  2. Heterogeneous Effects of Attending An Elite Class
  3. The Fundamental Recruitment Error
  4. When Resource Scarcity Promotes Prosocial Behaviors
  5. Publicity as Justification
  6. Friend-Disadvantaging in Resource Allocations