Phyliss Jia Gai
Assistant Professor in Marketing at Guanghua School of Management, Peking University
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Biography
GAI Jia is an Assistant Professor in Marketing at Guanghua School of Management, Peking University. She studies consumer behavior and her research interests include digital consumption, ethical decision-making, and self-control.
Research Areas
- consumer behavior
Education
- Master's Degree The University of Chicago (2013 — 2014)
- Bachelor's degree The Chinese University of Hong Kong (2009 — 2013)
- University of California, Berkeley (2011 — 2011)
Academic Publications
- Gai, Phyliss Jia and Stefano Puntoni (2021), "Language and Consumer Dishonesty: A Self-Diagnosticity Theory," forthcoming, Journal of Consumer Research.
- Gai, Phyliss Jia (2020), Contextualized Consumers: Theories and Evidence on Consumer Ethics, Product Recommendations, and Self-Control. ERIM PhD Series Research in Management, Erasmus University Rotterdam.
- Gai, Phyliss Jia and Anne-Katherin Klesse (2019), "Making Recommendations More Effective Through Framings: Impacts of User- Versus Item-Based Framings on Recommendation Click-Throughs," Journal of Marketing, 83 (6), 61-75.
Writings for Media
- Gai, Phyliss Jia and Anne-Katherin Klesse (2020), "Why Recommendations on Netflix, Amazon, Or WeChat Could Be More Influential Than You Think," Forbes.
- Gai, Phyliss Jia and Anne-Katherin Klesse (2019), "The Science Behind 'Recommended for You'," American Marketing Association.
Videos
‘Recommended for you’: where does it come from?
Read about executive education
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