Dr Wen Mao
Lecturer in Marketing
School of Business
+61 7 344 31259
Room 314, Colin Clark Building (39), St. Lucia Campus
Researcher biography
Wen is a lecturer in the marking discipline. His research interest centres on behavioural decision making, consumer psychology, and individual differences.
Journal Articles
Quach, Sara, Septianto, Felix, Thaichon, Park and Mao, Wen (2022). Art infusion and functional theories of attitudes toward luxury brands: the mediating role of feelings of self-inauthenticity. Journal of Business Research, 150, 538-552. doi: 10.1016/j.jbusres.2022.06.046
Schivinski, Bruno, Pontes, Nicolas, Czarnecka, Barbara, Mao, Wen, De Vita, Jennifer and Stavropoulos, Vasileios (2022). Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model. Journal of Product & Brand Management, ahead-of-print (ahead-of-print), 1047-1062. doi: 10.1108/jpbm-05-2021-3468
Mao, Wen, Chien, P. Monica and Kelly, Sarah J. (2021). Optimism bias and perceived susceptibility to COVID-19 among Australian travellers. Current Issues in Tourism, 25 (15), 2384-2387. doi: 10.1080/13683500.2021.2010672
Ranjan, Kumar Rakesh, Dash, Rupanwita, Sugathan, Praveen and Mao, Wen (2020). Effect of frontline employee's hope and consumer failure during consumer-created emergencies. Journal of Service Theory and Practice, 31 (1), 35-64. doi: 10.1108/jstp-01-2020-0007
Mao, Wen (2020). Choice set size and consumer preference for an option with a “zero” attribute value. Journal of Consumer Behaviour, 20 (3) 1889, 626-634. doi: 10.1002/cb.1889
Palmeira, Mauricio, Andrade, Eduardo, Sharifi, Shahin, Mao, Wen and Jacob, Jorge (2019). The influence of arbitrary breakpoints on judgments of maximum output. Journal of Consumer Psychology, 30 (2) jcpy.1150, 260-276. doi: 10.1002/jcpy.1150
Mao, Wen (2016). Sometimes "fee" is better than "free": token promotional pricing and consumer reactions to price promotion offering product upgrades. Journal of Retailing, 92 (2), 173-184. doi: 10.1016/j.jretai.2015.09.001
Mao, Wen (2016). When one desires too much of a good thing: the compromise effect under maximizing tendencies. Journal of Consumer Psychology, 26 (1), 66-80. doi: 10.1016/j.jcps.2015.04.007
Mao, Wen and Oppewal, Harmen (2012). The attraction effect is more pronounced for consumers who rely on intuitive reasoning. Marketing Letters, 23 (1), 339-351. doi: 10.1007/s11002-011-9157-y
Mao, Wen and Oppewal, Harmen (2010). Did I choose the right university? How post-purchase information affects cognitive dissonance, satisfaction and perceived service quality. Australasian Marketing Journal, 18 (1), 28-35. doi: 10.1016/j.ausmj.2009.10.002
Conference Paper
Wallin, Ann, Gonzalez-Arcos, Claudia, Mao, Wen, Popkowski Leszczyc, Peter T. L. and Wong, Leo (2022). The effectiveness of donation promises in charity auctions as a cause-related marketing strategy: an abstract. 2021 AMS Virtual Annual Conference and World Marketing Congress, Virtual, 1-4 June 2021. Cham, Switzerland: Springer Nature. doi: 10.1007/978-3-030-95346-1_178