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Huachao Gao currently serves as an associate professor of marketing in the Peter B. Gustavson School of Business at the University of Victoria. He joined Gustavson in 2016 and has since contributed significantly to the understanding of consumer identity and its implications for decision-making processes. His research focuses on various aspects of consumer behavior, including cross-cultural identity, luxury consumption, price sensitivity, and food waste. His work has been published in leading marketing journals such as the Journal of Consumer Research and the Journal of Marketing Research. Gao also participates on the editorial review boards of notable journals like the Journal of Business Research and the Journal of Marketing Research. Over the years, he has taught several marketing-related courses including Marketing Principles and Management, International Marketing, and Digital Marketing. Before joining the University of Victoria, he taught consumer behavior at the University of Texas at San Antonio, where he developed his teaching methodology that emphasizes practical applications of marketing principles.
Peter B. Gustavson School of Business • Victoria, BC
Teaches marketing courses and conducts research on consumer behavior.
Department: Department of Computer Science. GRE is highly recommended for international students.