J. (Jia) Gai

RSM - Rotterdam School of Management
Erasmus University Rotterdam
ERIM Doctoral Student
Field: Marketing
Affiliated since 2015

Phyliss Gai is a first-year PhD in Marketing at Rotterdam School of Management. She is broadly interested in judgment and decision-making, social perception, and self-identity. Phyliss holds an MA degree in Social Science from the University of Chicago (2014) and a Bachelor degree in Psychology from the Chinese University of Hong Kong (2013). 

Two essays on the application of dual-process theory

I propose two essays on the application of dual-process theory. The first essay is aimed at investigating how bilingualism can shift cheating behavior. Based on a dual-process framework,  I expect that when the cheating magnitude is small (large), people tend to cheat less (more) frequently in their second language than they do in their first language. The argument is supported by an online experiment in China. Further studies are proposed to test the dual-process framework.

In the second essay, I will examine the uniqueness of affective responses in brand evaluation. Different brand learning procedures can lead to indirect change of attitude or establish direct associations between brands and affects. A laboratory experiment is proposed to examine whether affective responses of specific categories, such as amusement, can be both indirectly and directly transferred from positive stimuli toward neutral brands. The study will contribute to a better understanding of whether emotional categories are natural or psychologically constructed. Implications on branding are also considered.

Keywords
Dual-process theories, bilingualism, dishonesty, evaluative conditioning, emotion
Time frame
2015 -

Address

Visiting address

Office: Mandeville Building T10-24
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands

Supervisory team

Jia Gai
Professor of Marketing
Promotor
Jia Gai
Endowed Professor of Consumer Behavior and Marketing
Daily supervisor