Biography

Huachao (H.C.) Gao is an Associate Professor of Marketing at Mays Business School, Texas A&M University. Before joining Mays, he held a joint appointment as Associate Professor of Marketing and International Business at the Gustavson School of Business, University of Victoria, Canada.

Dr. Gao’s research centers on consumer behavior, with a particular focus on how social identities—cultural, gender, and local—shape the way people make decisions. His work investigates the mechanisms by which these identities lead consumers into counterintuitive choices, such as overspending on luxury goods, underreacting to price increases, and discarding perfectly edible food. Beyond diagnosis, his research develops targeted interventions that help consumers make more rational, sustainable decisions—work with both individual and societal impact. His current interests extend to the growing role of AI agents in reshaping consumer decision-making and redefining company marketing strategies.

His research appears in the field’s most prestigious outlets, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and Journal of the Academy of Marketing Science. He serves as Associate Editor at the Journal of Marketing Research and Area Editor at the International Journal of Research in Marketing.

In the classroom, Dr. Gao builds a dynamic, analytically rigorous, and inclusive environment where students engage critically with marketing theory through real-world cases and data. His teaching has consistently earned strong evaluations, and his mentorship is guided by a commitment to resilience, ethical integrity, and professional responsibility. He also contributes actively to institutional service through leadership roles on college and university committees.