Jia Gai

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

Research Results

Academic Publications

• 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.