Huachao Gao

Biography

Huachao (H.C.) Gao is an Associate Professor of Marketing at Mays Business School. Prior to joining Mays, he served as an Associate Professor of Marketing and International Business at the Gustavson School of Business, University of Victoria, Canada. His research focuses on consumer behavior, with a particular interest in how different consumer identities—such as cultural, gender, and local identities—shape decision-making processes. Dr. Gao’s work delves into how these identities can drive consumers toward seemingly irrational behaviors, such as overspending on luxury goods, underreacting to price increases, and wasting perfectly good food. His research has contributed to the development of targeted interventions that help consumers make better decisions, while also promoting societal sustainability.

Dr. Gao’s research is widely published in leading marketing journals, including Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and Journal of the Academy of Marketing Science. He also serves on the Editorial Review Boards of Journal of Marketing Research, Journal of Business Research, and Journal of Consumer Behavior.

In the classroom, Dr. Gao is known for creating a dynamic, inclusive, and analytical learning environment. By incorporating case studies and real-world data, he encourages students to critically engage with marketing concepts and apply them to practical scenarios. His teaching has consistently earned high evaluations, reflecting his dedication to inspiring and educating future marketers. As a mentor, he fosters resilience, ethical integrity, and a sense of responsibility in his students. Dr. Gao also contributes significantly to academic service, holding key positions on numerous college and university committees.