​I'm a doctoral candidate in marketing at Rotterdam School of Management, Erasmus University. My research falls in two streams. In one, I investigate digital consumption, such as how consumers interact with recommender systems. Another line of my research examines moral judgment and decision-making, consumer self-control, and the interplay between the two. I employ a mix of methods to address my research questions, including field studies, lab experiments, and archival analyses.  

I grew up in Beijing. Before moving to Rotterdam, I studied in Hong Kong, Berkeley, and Chicago. 

In Fall 2020, I will join Guanghua School of Management at Peking University as an assistant professor of marketing. 

gai@rsm.nl   |  my CV  [last update: October 9, 2019]