Cai Fengyan, female, graduated from Wuhan University with a bachelor's degree in management in 2003, a master's degree in business management from Wuhan University in 2006, and a doctor's degree from the Chinese University of Hong Kong in 2010. Since 2011, she has taught at the Antai College of Economics and Management (ACEM), Shanghai Jiao Tong University (SJTU), serving as assistant professor and associate professor successively. In 2015, she visited the Kellogg School of Management at Northwestern University in the United States for one year and was promoted to professor in 2022. Currently, she is a standing director of the Marketing Branch of the Chinese Academy of Management and a director of the China Marketing Association of University.

Over the years, she has been engaged in research on consumer psychology, behavior, and decision making, and has published several high-level papers in authoritative domestic and foreign journals. She used to serve as an associate editor of Psychology & Marketing, and now is an editorial board member of Psychology & Marketing, Journal of Business Research, and Journal of Marketing Science.

She won the Best Paper Award from the Association for Consumer Research (USA), the First Prize for Outstanding Research Achievements in Philosophy and Social Sciences in Shanghai, and the Third Prize for Outstanding Research Achievements in Humanities and Social Sciences from the Ministry of Education. She has been selected by the Shanghai Pujiang Talent Program and the National Natural Science Foundation for Distinguished Young Scholars, and is currently serving as an assistant to dean of the Antai College of Economics and Management, Shanghai Jiao Tong University.