Dr J. (Jia) Gai MSc

Rotterdam School of Management (RSM)
Erasmus University Rotterdam
ERIM PhD Candidate
Field: Marketing
Affiliated since 2015

Phyliss Gai is a fourth-year PhD candidate in marketing management. She studies consumer behavior, focusing on digital consumption, self-control and ethics. Before joining RSM, she completed her Master degree in Social Science at University of Chicago and her Bachelor degree in Psychology at the Chinese University of Hong Kong.

To learn more, please visit her personal website

PhD Track Two essays on the application of dual-process theory

My research is focused on the contextual influence on consumer behavior and consumer decision-making. I strive to understand how consumers decode contextual information and its downstream consequences. How do consumers view recommender systems based on the information in their contexts? What is the impact of the language context on unethical behavior? How does the presence of different substitutes of unhealthy food affect choices and consumption? My research examines a diverse set of questions like these. The common theme across my research projects is that contexts matter more than marketers, scholars, and policy makers used to think. A refined understanding of contextual influences would allow better targeting of marketing strategies and policies.  

Dual-process theories, bilingualism, dishonesty, evaluative conditioning, emotion
Time frame
2015 - 2020


Visiting address

Office: Mandeville Building T10-07
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam