Room 1111, Cheng Yu Tung Building

Office: (852) 3943 8613

Chinese University of Hong Kong

Fax: (852) 2603 5473

Shatin, Hong Kong

Email: xdai at cuhk.edu.hk; xianchi.dai at gmail.com


Assistant Professor of Marketing, 2009 -

Faculty of Business Administration, Chinese University of Hong Kong

Research Scholar, 2007 - 2009

Center for Decision Research, University of Chicago Booth School of Business


Behavioral Decision Theory and Behavioral Economics

Interplay of Motivation and Emotion

Preference Construction and Valuation

Subjective Well-Being


PhD in Management, INSEAD, Fontainebleau, France, 2009

MS in Management, Shanghai Jiao Tong University, Shanghai, P. R. China

BS in Thermal Engineering, Tianjin University, Tianjin, P. R. China


Honorable Mention, INFORMS Decision Analysis Society Student Paper Competition (2007)

Winner, de Finetti Award (Biennial, Single Winner) (2007), European Association for Decision Making

PhD Fellowship, INSEAD, France

Graduate Fellowship, Shanghai Jiao Tong University

People's Scholarship, Tianjin University


Dai, Xianchi, and Ayelet Fishbach (forthcoming), “How Non-Consumption Shapes Desire,” Journal of Consumer Research.

Dong, Ping, Xianchi Dai, and Robert S. Wyer (forthcoming), "Actors Conform, Observers React: The Effects of Behavioral Synchrony on Conformity," Journal of Personality and Social Psychology.

Dai, Xianchi, Ping Dong, and Jayson S. Jia (2014), "When Does Playing Hard To Get Increase Romantic Attraction?" Journal of Experimental Psychology: General, 143 (April), 521-526.

Dai, Xianchi and Ayelet Fishbach (2013), "When Waiting to Choose Increases Patience," Organizational Behavior and Human Decision Processes, 12 (July), 256-266.

Dai, Xianchi and Christopher Hsee (2013), "Wish versus Worry: Ownership Effects on Motivated Judgment," Journal of Marketing Research, 50 (April), 207-215.

Huang, Irene Xun, Ping Dong, Xianchi Dai, and Robert S. Wyer (2012), "Going My Way? The Benefits of Traveling in the Same Direction," Journal of Experimental Social Psychology, 48 (July), 978-981.

Shen, Luxi, Christopher K. Hsee, Jiao Zhang, and Xianchi Dai (2011), "The Art and Science of Guessing," Emotion, 11 (December), 1462-1468.

Dai, Xianchi, Miguel Brendl, and Dan Ariely (2010), "Wanting, Liking, and Preference Construction," Emotion, 10 (June), 324-334.

Dai, Xianchi, Klaus Wertenbroch, and Miguel Brendl (2008), "The Value Heuristic in Judgments of Relative Frequency," Psychological Science, 19 (January), 18-19.


Dai, Xianchi (2010), “Contrast and Assimilation: Comparison Processes in Judgment and Evaluation,” in Margaret C. Campbell, Jeff Inman, and Rik Pieters, Advances in Consumer Research.

Dai, Xianchi (2009), “To deal or not to deal (with): Exploring the boundaries of dynamic inconsistency,” In Ann McGill and Sharon Shavitt, Advances in Consumer Research, vol. 36, 97-99.

Dai, Xianchi, and Klaus Wertenbroch (2008), “Advances in Judgmental and Inferential Heuristics,” in Angela Lee and Dilip Soman, Advances in Consumer Research, vol. 35, 233-236.


Association for Consumer Research (ACR) Annual Conference, 2007 (2 papers), 2008, 2009 (2 papers), 2010 (2 papers), 2011, 2012, 2013, 2014

Association for Consumer Research Asia Pacific Conference (AP ACR), 2011

Behavioral Decision Research in Management Conference (BDRM), 2008, 2012, 2014

European Association for Consumer Research (EACR) Annual Conference, 2013

INFORMS Marketing Science Conference, 2010, 2013

Society for Judgment and Decision Making (SJDM), 2006, 2008, 2009 (3 papers), 2011

Society for Consumer Psychology (SCP), 2009

Subjective Probability, Utility, and Decision Making (SPUDM), 2007

Whitebox Advisors Graduate Student Conference, Yale University, 2008

Transatlantic PhD Conference, London Business School, 2006


Hong Kong University of Science and Technology 2013

IE Business School, Spain, 2013

Carnegie Mellon University, 2008

Chinese University of Hong Kong, 2008 (Marketing), 2010 (Psychology)

European School of Management and Technology (ESMT Berlin), 2008

HEC Paris, 2008

INSEAD, 2008 (Marketing)

Northwestern University KAMP, 2008, 2009


University of Chicago, 2008 (Marketing)

University of Chicago Center for Decision Research, 2007, 2009 (Behavioral Brownbag)

University of Miami, 2008


University of Technology, Sydney, 2008


Hong Kong Research Grants Council Competitive Grant 443012, Principal Investigator, HK$ 352,170, 2012-2014

Chinese University of Hong Kong Faculty of Business Administration Direct Allocation, HK$20,000, 2012-2014

Hong Kong Research Grants Council Competitive Grant 444511, Co-Investigator, HK$ 243,296, 2011-2013

Hong Kong Research Grants Council Competitive Grant 443710, Principal Investigator, HK$ 318,484, 2010-2012

Chinese University of Hong Kong Faculty of Business Administration Direct Allocation, HK$37,900, 2010-2012

Chinese University of Hong Kong New Appointee, HK$200,000, 2009-2010


Teaching Interests: Marketing Management, Consumer Behavior, Marking in China, Managerial Decision Making

Courses Taught:

Marketing in China, MBA, 2011 onward

Marketing in China, CUHK Undergraduate, 2009 onward

Marketing in China, Undergraduate Global Program (1/3 Chinese University of Hong Kong students, 1/3 University of North Carolina students, 1/3 Copenhagen Business School students), 2009 onward



Huffington Post, October, 2013

Science Daily, October, 2013

Yahoo Finance, August, 2013

Reuters, August, 2013

NBC, August, 2013

ABC News, August, 2013

Fox News, August, 2013

Psychology Today, February, 2013

Harvard Business Review, 2012

NBC News, 2012

The Huffington Post, 2012

The Dish, 2012



Ad Hoc Reviewer

Journal of Consumer Research, Journal of Marketing Research, Journal of Personality and Social Psychology, Emotion, Journal of Economic Psychology, Psychological Science, Cognitive Science, National Science Foundation of China, Association for Consumer Research (ACR), European Association for Consumer Research (EACR)

Editorial Board

International Journal of China Marketing, ACR Annual Conference 2013

Session Chair

Association for Consumer Research (ACR), 2007, 2008, 2009; 2012

Session Organizer

Association for Consumer Research (ACR) Special Session, 2007, 2008, 2009


Association for Consumer Research (ACR)

Association for Psychological Science (APS)


Society for Consumer Psychology (SCP)


Society for Judgment and Decision Making (SJDM)


Society for Personality and Social Psychology (SPSP)


Dan Ariely (Duke University)

Miguel Brendl (Northwestern University)

Ayelet Fishbach (University of Chicago)

Leilei Gao (Chinese University of Hong Kong)


Christopher Hsee (University of Chicago)

Monika Lisjak (Northwestern University)

Ann McGill (University of Chicago)


Lucy Shen (University of Chicago)

Baba Shiv (Stanford University)


Klaus Wertenbroch (INSEAD)

Jiao Zhang (University of Miami)

Robert S. Wyer (Chinese University of Hong Kong)


Last updated: Tuesday, July 15, 2014