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Huifang Mao

Title: Professor / Dean's Fellow in Marketing
Department: Marketing

Office: 3361 Gerdin Business Building
Phone number: (515) 294-7450


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

Selected Publications

  • Zachary S. Johnson, Huifang Mao, Sarah Lefebvre, and Jaishankar Ganesh (2019-01-01) "Good Guys Can Finish First: How Brand Reputation Affects Extension Evaluations", Journal of Consumer Psychology, 29 (4):565-585. Link to Paper
  • Xiaojing Yang, Huifang Mao, Lei Jia, and Melissa Bublitz (2019-01-01) "A Sweet Romance: Divergent Effects of Romantic Stimuli on the Consumption of Sweets", Journal of Consumer Research , 45 (6):1213*1229. Link to Paper
  • Ze Wang, Huifang Mao, Yexin Jessica Li, and Fan Liu (2017-01-01) "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 (2012-01-01) "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
  • Amit Joshi and Huifang Mao (2012-01-01) "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
  • Xiaojing Yang, Tortsen Ringberg, Huifang Mao, and Laura A. Peracchio (2011-01-01) "The Construal (In)compatibility Effect: The Moderating Role of a Creative Mindset", Journal of Consumer Research, 38:279-292. Link to Paper
  • Huifang Mao, Xueming Luo, and Shailendra Pratap Jain (2009-01-01) "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 (2007-01-01) "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 (2006-01-01) "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