Faculty & Research


Cai Fengyan

Department of:  Marketing

Associate Professor

Phone:  +86 (0)21 52301589

Email:  fycai@sjtu.edu.cn




 2010 Ph.D. The Chinese University of Hong Kong;

 2006 Master Wuhan University.

Professional membership:

 Association for Consumer research

 Society for Consumer Psychology

Current Research Interest:

Consumer Psychology

Information Processing



1. Fengyan Cai*, Robert S. Wyer Jr.(2015), "The Impact of Mortality Salience on the Relative Effectiveness of Donation Appeals", Journal of Consumer Psychology, 25(1), 101-112.


2. FengyanCai*, Rajesh Bagchi and Dinesh K Gauri (2016), "Boomerang Effects of Low Price Discounts: How Low Price Discounts Affect Purchase Propensity", Journal of Consumer Research, 42(5), 804-816.


3. Fengyan Cai*, Zhiyong Yang, Robert S. Wyer Jr., Alison Jing Xu (2017), "The Interactive Effects of Bitter Flavor and Mood on the Dicision to Spend or Save", Journal of Experimental Social Psychology, 70, 48-58.


4. Christopher K. Hsee, Jiao Zhang, Fengyan Cai, Shirley Zhang (2013), "Over-Earning", Psychological Science , 24(6), 852-859.


5. Hao Shen, Robert S. Wyer Jr., Fengyan Cai (2012), "The generalization of deliberative and automatic behavior: The role of procedural knowledge and affective reactions" , Journal of Experimental Social Psychology, 48(4), 819–828.


6. Fengyan Cai*, Hao Shen, Michael K. Hui(2012), "The Effect of Location on Price Estimation: Understanding Number–Location and Number–Order Associations", Journal of Marketing Research , 49(5), 718–724.


7. Minxue Huang, Fengyan Cai*, Alex Tsang, Nan Zhou (2011), "Making your online voice loud: the critical role of WOM information", European Journal of Marketing, 45, 1277-1297.


8. Kuangjie Zhang, Fengyan Cai, Zhengyu Shi (2021), "Do promotions make consumers more generous? The impact of price promotions on consumers' donation behavior", Journal of Marketing, 240-255.


9. 林子筠,才凤艳,吴琼琳 2020),营销领域的人工智能研究综述,外国经济与管理,第三期,89-106.