Huachao Gao

University of Victoria, Peter B. Gustavson School of Business - Marketing

Assistant Professor

Business & Economics Building, Room 256

Victoria, British Columbia

Canada

http://https://www.uvic.ca/gustavson/faculty/faculty/faculty/current/gaoh.php

SCHOLARLY PAPERS

2

DOWNLOADS

88

SSRN CITATIONS

0

CROSSREF CITATIONS

0

Scholarly Papers (2)

1.

The Differential Effect of Local-Global Identity Among Males and Females: The Case of Price Sensitivity

Number of pages: 66 Posted: 25 May 2018
Huachao Gao, Vikas Mittal and Yinlong Zhang
University of Victoria, Peter B. Gustavson School of Business - Marketing, Rice University and University of Texas at San Antonio
Downloads 62 (378,462)

Abstract:

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gender, local-global identity, identity incongruence, price sensitivity, sacrifice mindset

2.

All That Glitters Is Not Gold: How Others' Status Influences the Effect of Power Distance Belief on Status Consumption

Journal of Consumer Research, Vol. 43(2), p. 265-281, August 2016
Number of pages: 58 Posted: 07 Jun 2017
University of Victoria, Peter B. Gustavson School of Business - Marketing, Pennsylvania State University - Mary Jean and Frank P. Smeal College of Business Administration and University of Texas at San Antonio
Downloads 26 (525,595)

Abstract:

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Power Distance Belief, Status Consumption, Superiors, Social Comparison, Signaling Effectiveness, Need for Status