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Huachao Gao

Observed name: Gao, Huachao
ORCID: 0000-0001-8168-3875
Observed ORCID: 0000-0001-8168-3875
OpenAlex ID: A5008945335
All That Glitters Is Not Gold: How Others’ Status Influences the Effect of Power Distance Belief on Status Consumption
2016 · Huachao Gao, Karen Page Winterich, et al. · Journal of Consumer Research · 139
How Does Local–Global Identity Affect Price Sensitivity?
2016 · Huachao Gao, Yinlong Zhang, et al. · Journal of Marketing · 120
Heart or Mind? The Impact of Power Distance Belief on the Persuasiveness of Cognitive Versus Affective Appeals in Education Marketing Messages
2021 · Lingjiang Lora Tu, JaeHwan Kwon, et al. · Journal of Marketing Research · 60
The effect of power distance beliefs on the inconspicuous versus conspicuous consumption of luxury accessories in China and the USA
2021 · Ling Jiang, Huachao Gao, et al. · Journal of Marketing Management · 49
Resources Available for Me Versus Us: Implications for Mitigating Consumer Food Waste
2023 · Huachao Gao, He (Michael) Jia, et al. · Journal of Marketing Research · 46
The Differential Effect of Local–Global Identity Among Males and Females: The Case of Price Sensitivity
2019 · Huachao Gao, Vikas Mittal, et al. · Journal of Marketing Research · 37
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How does power distance belief impact consumers’ responses to demotion in hierarchical loyalty programs? The dual processes of monetary and psychological losses
2022 · Huachao Gao, Yinlong Zhang · Journal of the Academy of Marketing Science · 17
The Effect of Power Distance Belief and Status Demotion in Hierarchical Loyalty Programs
2015 · Huachao Gao, Yinlong Zhang · ACR North American Advances · 7
Crowdfunding Success for Female Versus Male Entrepreneurs Depends on Whether a Consumer Versus Investor Decision Frame Is Salient
2024 · Huachao Gao, Xin (Shane) Wang, et al. · Journal of Marketing Research · 5
Personality traits, selling behaviors and their relationship with sales performance: Evidence from direct selling industry
2009 · Siren Dong, Yongui Wang, et al. · 3
The Contrast Pressures on Consumer-Level Food Waste During a Pandemic: The Impact of Infection Salience Versus Lockdown Salience
2024 · Huachao Gao · Journal of Consumer Research · 2
Agentic AI and the New Architecture of Marketing Relationships
2026 · Adithya Pattabhiramaiah, Martin Mende, et al. · Journal of Marketing · 1
The Rise of AI Heterogeneity: A Framework, Propositions, and Research Agenda for Understanding Consumer Segment Differences in AI Adoption
2026 · Huachao Gao, Shrihari Sridhar · Customer Needs and Solutions · 1
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Notice of Retraction: A Study of Consumer's Perception and Support Behavior of Corporate Social Responsibility
2011 · Yiren Dong, Huachao Gao, et al. · Asia-Pacific Power and Energy Engineering Conference (APPEEC) · 1
“We” spend more than “I”: The impact of self-construal on parental education spending
2024 · Lingjiang Lora Tu, Huachao Gao, et al. · Journal of Business Research
The Effect of Identity Conflict on Price Sensitivity
2018 · Huachao Gao, Yinlong Zhang, et al. · ACR North American Advances
The Differential Effect of Local-Global Identity Among Males and Females: The Case of Price Sensitivity
2018 · Huachao Gao, Vikas Mittal, et al. · SSRN Electronic Journal
When Consmer likes to Engage in Selff-Design task and shows Positive Evaluation for the Self-Design Product: The Effect of Reglatory Orientation
2017 · Huachao Gao, Yiren Dong, et al. · Developments in marketing science: proceedings of the Academy of Marketing Science
19-L: the Effect of Long-Term Versus Short-Term Orientation on Variety Seeking
2017 · Huachao Gao, Yinlong Zhang · ACR North American Advances
Consuming to Make Me Feel Good About Myself: the Effect of Self-Threat on Preferences For Socially Responsible Products
2015 · Huachao Gao, Yiren Dong · ACR North American Advances
Having More But Not Feeling Better: the Effects of Merely Owning Preventive Goods on Risk Perceptions
2014 · Dengfeng Yan, Huachao Gao · ACR North American Advances
How Does Power Distance Belief Affect Status Consumption
2014 · Huachao Gao, Karen Page Winterich, et al. · ACR North American Advances
“Following Behind” Versus “Keeping Up”: the Effect of Power Distance Belief and Superior’S Consumption on Consumer’S Preference For Status Related Products
2013 · Huachao Gao, Yinlong Zhang · ACR North American Advances
The Effect of Dukes' Consumption on Consumer Preferences for Status Associated Products
2013 · Huachao Gao · PsycEXTRA Dataset
Works count: 29
Citation count: 488
H-index: 7
I10-index: 7
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