J. (Jia) Gai MSc

Jia Gai
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, with a special interest in the situational influence on behavior. Her research spans across a variety of topics and empirical methods. 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. 

PhD Track 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.

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


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