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

  1. 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.
  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.
  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.
    • 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.
  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.
  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.
  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.
  1. Heterogeneous Effects of Attending an Elite Class on Students’ Academic Performance: Combining Evidence from a Regression Discontinuity Design and a Natural Experiment
  2. Online Targeting of Fundraising Appeals
  3. Choice Autonomy and Hedonic Adaptation Recovery
  4. Hunger Positivity Effect in Beauty Perception
  5. When Resource Scarcity Promotes Prosocial Behaviors
  6. Secrecy Appeal in Self-Improvement Product Advertising