Regular biography
Fengyan Cai is a Professor in the Department of Marketing at Antai College of Economics & Management, Shanghai Jiao Tong University. Her research focuses on marketing, with an emphasis on number processing inference and sustainable consumption. She has published in leading journals such as the Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Research. Her work explores topics including consumer behavior, donation appeals, and the impact of pricing strategies. She teaches courses such as Marketing Principles, Experiment Design, and Doing Marketing in China.
Scholar-generated biography
Fengyan Cai's research focuses on Consumer Psychology, Information Processing, and Price Promotion. Their work explores how consumer behavior is influenced by psychological factors, such as mood, self-construal, and social context. Cai investigates the impact of price promotions on consumer generosity and purchase intention, as well as the role of information processing in decision-making. Topics include the effects of mortality salience on donation appeals, the interplay of food variety and simulation on calorie estimation, and the influence of location on price estimation. Their research also examines how privacy concerns and AI adoption are shaped by psychological perspectives.