Fengyan CAI

  • Department:Marketing
  • Phone:+86 (0)21 52301589
  • Title:Professor
  • Email:fycai@sjtu.edu.cn
  • Education:

     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

    Sustainable Consumption


    1. Liang Shen, Fengyan Cai*, Robert S. Wyer Jr. (2022), “The Interaction Effect of Food Variety and Simulation of Eating on Consumers’ Calorie Estimation”, Journal of Business Research, 147,  97-107.

    2. Xiaomeng Fan, Fengyan Cai*, and Galen V. Bodenhausen (2022), “The Boomerang Effect of Zero Pricing: When and Why a Zero Price Is Less Effective than a Low Price for Enhancing Consumer Demand”, Journal of Academy and Marketing Science, 50, 521–537. 【Equal first author】

    3.  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. 【Equal first author】

    4. Fengyan Cai*, Zhiyong Yang, Robert S. Wyer, and Alison Jing Xu (2017), “The interactive effects of bitter flavor and mood on the decision to spend or save money”, Journal of Experimental Social Psychology, 70, 48-58.

    5. Fengyan Cai*, 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.

    6. 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.

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

    8. 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.

    9. 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.

    10. 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.

    11. 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.

  • Current Teaching:

    Marketing Principles (Undergraduate,MBA)

    Experiment Design (Master and Ph.D)

    Doing Marketing in China (MIB and ABS)