PHD THESIS DEFENSE, Fei Gao, Marketing
Congratulations to Dr Fei Gao, Marketing, who successfully defended his Doctoral thesis at HEC Paris, on May 6, 2020. Fei will join the Bentley University (USA) as Assistant Professor.
Thesis Topic: Three Essays on Marketing Interventions to Influence Consumer Judgments, Choices, and Behaviors.
Abstract: This dissertation consists of three essays that develop marketing interventions to influence consumers judgment, choice, and behaviors. Essay 1 studies whether, how, and when crossmodal correspondences affect downstream judgments. Essay 2 develops a behavioral intervention aimed at reducing consumers’ choices of food portion sizes, which can be easily used in the settings of online food ordering such as food delivery apps. Essay 3 studies whether prosocial incentive scheme can effectively motivate consumers to participate in online referral programs.