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
    • 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

Selected Working Papers and Other Publications

  1. Heterogeneous Effects of Attending an Elite Class on Students’ Academic Performance: Combining Evidence from a Regression Discontinuity Design and a Natural Experiment
  2. Choice Autonomy and Recovery from Hedonic Decline
  3. Price Discount and Consumer Sensitivity to Potential Service Failures
  4. When Resource Scarcity Promotes Prosocial Behaviors
  5. The Hunger Elevating Effect in Beauty Perception: Scope and Generalization
  6. Product Level and Price Elasticity