Fengyan Cai

Fengyan Cai is a Professor in the Department of Marketing at the Antai College of Economics & Management, Shanghai Jiao Tong University. Her research focuses on consumer psychology, information processing, and sustainable consumption. She holds a PhD from The Chinese University of Hong Kong and has published extensively in top marketing journals, including studies on number processing, inference, and the impact of pricing strategies on consumer behavior. Her work explores how psychological and contextual factors influence consumer decisions and charitable giving. She teaches courses such as Marketing Principles, Experiment Design, and Doing Marketing in China.

Fengyan Cai's research focuses on consumer psychology, information processing, and price promotion. Their work explores how consumer behavior is influenced by factors such as word-of-mouth, price discounts, and psychological states. Key areas include the impact of low price discounts on purchase propensity, the role of mood in spending decisions, and the effects of mortality salience on donation behavior. Cai also investigates how marketing strategies, such as omnichannel approaches and shared coupons, shape consumer responses. Their research highlights the interplay between cognitive processes, emotional states, and marketing tactics in influencing consumer decisions.