Fei Gao

Fei Gao

  • Assistant Professor, Marketing
  • Ph.D. HEC Paris

Teaching Interests

Digital Marketing Analytics, Marketing Essentials, Marketing Research, Consumer Behavior

Research Interests

Digital/AI Marketing, Healthcare Marketing, Emotion, Prosocial Behavior

Bio

Primary research interests include digital/AI marketing, healthcare marketing, emotion, and prosocial behavior. He teaches Digital Marketing Analytics and Marketing Essentials.

Professional Memberships

  • Association for Consumer Research 2015-01-01 - Present
  • Society for Consumer Psychology 2015-01-01 - Present

    • Awards and Honors

  • BRC Grant, Bentley Research Council
  • FAC Grant, Bentley Faculty Affairs Committee
  • Gallup Grant, Gallup Steering Committee
  • Summer Research Grant, Bentley University
  • CHB Seed Funding, Center for Health and Business, Bentley University
  • Summer Research Grant, Bentley University
  • FAC Grant, Bentley Faculty Affairs Committee
  • BRC Grant, Bentley Research Council
  • FAC Grant, Bentley Faculty Affairs Committee
  • Summer Research Grant, Bentley University
  • FAC Grant, Bentley Faculty Affairs Committee
  • Health TLN Seed Funding, Bentley Health Thought Leadership Network
  • Summer Research Grant, Bentley University

    • Scholarly Contributions and Creative Productions

    Journal Articles

  • Gao, F., Xia, L., Zhong, W. (2026). Stereotypes in Artificial Intelligence-Generated Content: Impact on Content Choice. Journal of Experimental Psychology: Applied, (32) 1 99–116. (Link)
  • Gao, F., Xia, L. (2026). When Society Feels Broken: How Perceptions of Anomie Shape Donation Tendencies Across Cultures. Journal of Experimental Social Psychology, (125) 104921. (Link)
  • Zhong, W., Gao, F., Xia, L. (2025). The Impact of Consumer Socioeconomic Status on Their Preferences for Human Versus Robot Service Agents in Luxury Shopping Contexts. Journal of Consumer Behaviour, (24) 1 156-177. (Link)
  • Gao, F. (2024). Ease-of-Retrieval Mediates the Relations of Negative Emotional States and Passage of Time Judgments. Acta Psychologica, (248) 104419. (Link)
  • Xia, L., Wang, J., Gao, F. (2024). Red Dog, Blue Dog: The Influence of Political Identity on Owner–Pet Relationships and Owners’ Purchases of Pet-Related Products and Services. European Journal of Marketing, (58) 9 2061–2094. (Link)
  • Yanit, M., Shi, K., Wan, F., Gao, F. (2022). Interaction between Health and Financial Status on Coping Behaviors during the COVID-19 Pandemic. International Journal of Environmental Research and Public Health, (19) 20 13498. (Link)
  • Zhang, W., Gao, F., Gross, J., Shrum, L. J., Hayne, H. (2021). How Does Social Distancing During COVID-19 Affect Negative Moods and Memory?. Memory, (29) 1, 90-97. (Link)
  • Pan, X., Qin, Q., Gao, F. (2014). Psychological Ownership, Organization-Based Self-Esteem, and Positive Organizational Behaviors. Chinese Management Studies, (8) 1, 127-148. (Link)

    • Book Chapters

  • Pogacar, R., Mecit, A., Gao, F., Shrum, L. J., Lowrey, T. M. (2022). Language and Consumer Psychology APA Handbook of Consumer Psychology. Washington, DC: American Psychological Association. (Link)

    • Presentations

  • Xia, L., Gao, F. (2024). “The Effect of Anomie on Prosocial Behaviors” Presented at the Association of Consumer Research Asia-Pacific conference Bali, Indonesia
  • Wang, F., Gao, F., Elkanova, E. (2023). “I (Don't) Compare, When I Am (In)Capable: The Inverse U-Shape Effect of Top Donation on Subsequent Donations in Medical Crowdfunding” Presented at the Association for Consumer Research Conference
  • Wang, F., Gao, F., Elkanova, E. (2023). “The Backfiring Effect of Small Top Donation on Subsequent Donations in Medical Crowdfunding” Presented at the Bentley Research Showcase
  • Gao, F. (2023). “Ease-Of-Retrieval Mediates the Relations of Negative Emotional States and Passage of Time Judgments” Presented at the Bentley Research Showcase Bentley University
  • Jiang, J., Li, H., Gao, F. (2022). “Do Positive Emotions Always Generate Positive Effect in Online Word-of-Mouth?” Presented at the SCECR Madrid, Spain
  • Zhang, W., Gao, F., Gross, J., Shrum, L. J., Hayne, H. (2021). “How Does Social Distancing During COVID-19 Affect Negative Moods and Memory?” Presented at the Confronting the Pandemic with Research: Bentley University's Contribution Bentley University

    • Service

    Service: Department

  • Committee Member for Marketing Department Curriculum Committee 2023-01-01 - Present
  • Committee Member for Marketing Department Faculty Search Committee 2022-01-01 - 2022-12-31
  • Committee Member for Marketing Department Research Committee 2021-01-01 - Present
  • Committee Member for Racial Healing Challenge 2021-01-01 - 2022-12-31
  • Committee Member for Marketing PhD Student Recruitment Committee 2021-01-01 - 2021-12-31
  • Committee Member for Marketing Department Research Committee 2021-01-01 - 2024-12-31

    • Service: Professional

  • Reviewer for Behavioral Sciences 2024-01-01 - 2024-12-31
  • Reviewer for Journal of Business Research 2024-01-01 - 2024-12-31
  • Reviewer for Journal of Theoretical and Applied Electronic Commerce Research 2024-01-01 - 2024-12-31

    • Service: University

  • Committee Member for Bentley Learning and Teaching Council 2024-01-01 - Present
  • Committee Member for Bentley Curriculum Implementation Committee 2023-01-01 - Present
  • for Bentley Majors Fair 2021-01-01 - Present
  • Committee Member for Conduct Review Board (Level 3) 2021-01-01 - 2022-12-31