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Huifang Mao

Title: Dean's Fellow in Marketing / Professor
Department: Marketing
Office: 3361 Gerdin

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  • Information processing and judgments
  • Social perceptions
  • Branding
  • Construal Level

Selected Publications

  • Yang, S., Xiong, G., Mao, H., & Ma, M. (2023) "Virtual Fitting Room Effect: Moderating Role Of Body Mass Index", Journal of Marketing Research, 60 (6):1221-1241. Link to Paper
  • Jain, S., Mathur, P., Isaac, M., Mao, H., and Maheswaran, D. (2024) "Brand Extension Failure and Parent Brand Penalty: The Role of Implicit Theories", Journal of Consumer Psychology, 34 (1):49-65. Link to Paper
  • Johnson, Z. S., Mao, H., Lefebvre, S., & Ganesh, J. (2019) "Good Guys Can Finish First: How Brand Reputation Affects Extension Evaluations", Journal of Consumer Psychology, 29 (4):565-585. Link to Paper
  • Yang, X., Mao, H., Jia, L., & Bublitz, M. G. (2019) "A Sweet Romance: Divergent Effects of Romantic Stimuli on the Consumption of Sweets", Journal of Consumer Research, 45 (6):1213*1229. Link to Paper
  • Wang, Z., Mao, H., Li, Y. J., & Liu, F. (2017) "Smile Big or Not? Effects of Smile Intensity on Perceptions of Warmth and Competence", Journal of Consumer Research, 43 (5):787-805. Link to Paper
  • Xiaojing Yang, Huifang Mao, and Laura A. Peracchio (2012) "It's Not Whether You Win or Lose, It's How You Play the Game? The Role of Process and Outcome in Experience Consumption", Journal of Marketing Research, 49 (6):954-966. Link to Paper
  • Xiaojing Yang, Tortsen Ringberg, Huifang Mao, and Laura A. Peracchio (2011) "The Construal (In)compatibility Effect: The Moderating Role of a Creative Mindset", Journal of Consumer Research, 38:279-292. Link to Paper
  • Amit Joshi and Huifang Mao (2012) "Adapting to Succeed? Leveraging the Brand Equity of Best Sellers to Succeed at the Box Office", Journal of the Academy of Marketing Science, 40 (4):558-571. Link to Paper
  • Huifang Mao, Xueming Luo, and Shailendra Pratap Jain (2009) "Consumer Responses to Brand Elimination: An Attributional Perspective", Journal of Consumer Psychology, 19 (3):280-289. Link to Paper
  • Shailendra Pratap Jain, Kalpesh Desai, and Huifang Mao (2007) "The Influence of Chronic and Situational Self-Construal on Categorization", Journal of Consumer Research, 34 (1):66-76. Link to Paper
  • Huifang Mao and H. Shanker Krishnan (2006) "Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model", Journal of Consumer Research, 33 (1):41-49. Link to Paper