Gao Leilei

Biography

Leilei Gao is associate professor of marketing at the Chinese University of Hong Kong. She received her Ph.D. in Marketing from Stanford University. Professor Gao’s research interests lie in the area of consumer behavior. She studies how peoples’ inner states are shaped by seemingly inconsequential situational factors, and how these externally determined mental states in turn influence people’s preference formation, decision-making, goal-directed reactions and long-term goal setting. Her general research interest is reflected in three lines of work: (1) the external determinants of individuals’ intrinsic motivations and long-term goals-setting, (2) situational influences on individuals’ goal-directed activities and (3) the roles of tasks, contexts and situational factors in determining people’s judgment and decision making. Professor Gao’s research has been published in journals such as Journal of Marketing, Journal of Consumer Research, and Journal of Consumer Psychology.

Research Interest

Motivation,Decision-Making; Self-Perception, Self-Control