Phyliss 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

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.