Dr Wen Mao
Lecturer in Marketing
School of Business
+61 7 344 31259
Room 314, Colin Clark Building (39), St. Lucia Campus
Publications
Journal Articles
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