Gai, Phyliss J., Mirjam A. Tuk, and Steven Sweldens (in press), “Light or Regular, Now or Later: The Impact of Advance Ordering and Restrained Eating on Choices and Consumption of Light and Regular Vice Food," Journal of the Association for Consumer Research.
When choosing between regular and light vice food, restrained eaters prefer the light and consume lower calories. The timing of choice (immediate or in advance) does not impact choices or consumption.
Gai, Phyliss J. and Amit Bhattacharjee (2022), “Willpower as Moral Ability," Journal of Experimental Psychology: General. [Link]
People infer moral goodness from the success in non-moral self-control, but not moral badness from the failure, because willpower indicates the ability to be good.
*See a easier-to-digest summary here.
*See a easier-to-digest summary here.
Gai, Phyliss J. and Stefano Puntoni (2021) “Language and Consumer Dishonesty: A Self-Diagnosticity Theory," Journal of Consumer Research, 48, 333-351. [Open Access]
A theory of when using a foreign language would increase, decrease, and not change lying behavior, compared to using one's native language.
* Created an original paradigm on cheating, summarized here and adapted for neural studies.
* Early findings incorporated in a meta-analysis by Köbis et al. (2019).
* A short summary in layperson language on JCR website
A theory of when using a foreign language would increase, decrease, and not change lying behavior, compared to using one's native language.
* Created an original paradigm on cheating, summarized here and adapted for neural studies.
* Early findings incorporated in a meta-analysis by Köbis et al. (2019).
* A short summary in layperson language on JCR website
Gai, Phyliss J. and Anne-Kathrin Klesse (2019), “Making Recommendations More Effective through Framings: Impacts of User- versus Item-based Framings on Recommendation Click-throughs," Journal of Marketing, 83 (6), 61-75. [Open Access]
Framing the same recommendation as "People who like this also like" versus "Similar items" improves the click-through rate of recommendations, under certain conditions.
* Coverage on Forbes, RSM Discovery, and AMA site
* Video of me summarizing it
* Coverage on Forbes, RSM Discovery, and AMA site
* Video of me summarizing it
Book
Gai, Phyliss Jia (2020), Contextualized Consumers: Theories and Evidence on Consumer Ethics, Product Recommendations, and Self-Control. ERIM PhD Series Research in Management, Erasmus University Rotterdam. [Link]
