| All that glitters is not gold: How others’ status influences the effect of power distance belief on status consumption H Gao, KP Winterich, Y Zhang Journal of Consumer Research 43 (2), 265-281, 2016 | 139 | 2016 |
| How does local–global identity affect price sensitivity? H Gao, Y Zhang, V Mittal Journal of Marketing 81 (3), 62-79, 2017 | 111 | 2017 |
| The differential effect of local–global identity among males and females: The case of price sensitivity H Gao, V Mittal, Y Zhang Journal of Marketing Research 57 (1), 173-191, 2020 | 40 | 2020 |
| The effect of power distance beliefs on the inconspicuous versus conspicuous consumption of luxury accessories in China and the USA L Jiang, H Gao, LH Shi Journal of Marketing Management 37 (15-16), 1459-1489, 2021 | 27 | 2021 |
| Heart or mind? The impact of power distance belief on the persuasiveness of cognitive versus affective appeals in education marketing messages LL Tu, JH Kwon, H Gao Journal of Marketing Research 59 (1), 173-190, 2022 | 23 | 2022 |
| How does power distance belief impact consumers’ responses to demotion in hierarchical loyalty programs? The dual processes of monetary and psychological losses H Gao, Y Zhang Journal of the Academy of Marketing Science 50 (4), 822-840, 2022 | 8 | 2022 |
| The effect of power distance belief and status demotion in hierarchical loyalty programs H Gao, Y Zhang ACR North American advances in consumer research 43, 529-530, 2015 | 8 | 2015 |
| Two Essays on the Effect of Power Distance Belief on Consumers' Status-associated Consumption Behaviors H Gao The University of Texas at San Antonio, 2016 | 7 | 2016 |
| Consumers’ Local-Global Identity and Price Sensitivity: The Role of Sacrifice Mindset H Gao, Y Zhang, V Mittal Asia-Pacific Advances in Consumer Research 2015, 302, 2015 | 5 | 2015 |
| Resources Available for Me Versus Us: Implications for Mitigating Consumer Food Waste H Gao, H Jia, B Guo Journal of Marketing Research, 00222437231162615, 2023 | 3 | 2023 |
| Conspicuous and Inconspicuous Luxury Products: How Do Consumers Choose L Jiang, H Gao, L Shi AMA Summer Academic Conference. Big Ideas and New Methods in Marketing, 2018 | 2 | 2018 |
| How Does Power Distance Belief Affect Status Consumption? H Gao, K Winterich, Y Zhang Advances in Consumer Research 42, 484-485, 2014 | 1 | 2014 |
| The Effect of Identity Conflict on Price Sensitivity H Gao, Y Zhang, V Mittal ACR North American Advances, 2018 | | 2018 |
| Consuming to Make Me Feel Good About Myself: the Effect of Self-Threat on Preferences For Socially Responsible Products H Gao, Y Dong ACR North American Advances, 2015 | | 2015 |
| Having More But Not Feeling Better: the Effects of Merely Owning Preventive Goods on Risk Perceptions D Yan, H Gao ACR North American Advances, 2014 | | 2014 |
| Does Consumers’ Local-Global Identity Affect Price-Quality Tradeoff? H GAO, Y ZHANG, V MITTAL | | 2013 |
| “Following Behind” Versus “Keeping Up”: the Effect of Power Distance Belief and Superior’S Consumption on Consumer’S Preference For Status Related Products H Gao, Y Zhang ACR North American Advances, 2013 | | 2013 |
Vikas MittalRice UniversityVerified email at rice.edu
