Huachao Gao

8 catalog papers. Identity-linked publications and additional name matches are distinguished below.

ORCID: 0000-0001-8168-3875

Texas A&M University

Publications

• Crowdfunding Success for Female Versus Male Entrepreneurs Depends on Whether a Consumer Versus Investor Decision Frame Is Salient — Journal of Marketing Research 2025
• The Contrast Pressures on Consumer-Level Food Waste During a Pandemic: The Impact of Infection Salience Versus Lockdown Salience — Journal of Consumer Research 2025
• Resources Available for Me Versus Us: Implications for Mitigating Consumer Food Waste — Journal of Marketing Research 2024
• How does power distance belief impact consumers’ responses to demotion in hierarchical loyalty programs? The dual processes of monetary and psychological losses — Journal of the Academy of Marketing Science 2022
• Heart or Mind? The Impact of Power Distance Belief on the Persuasiveness of Cognitive Versus Affective Appeals in Education Marketing Messages — Journal of Marketing Research 2022
• The Differential Effect of Local–Global Identity Among Males and Females: The Case of Price Sensitivity — Journal of Marketing Research 2020
• How Does Local–Global Identity Affect Price Sensitivity? — Journal of Marketing 2017
• All That Glitters Is Not Gold: How Others’ Status Influences the Effect of Power Distance Belief on Status Consumption — Journal of Consumer Research 2016