Wen Mao
University of Queensland
Rate Professor Wen Mao
Always kind, respectful, and approachable.
Always fair, encouraging, and motivating.
Always prepared and organized for students.
Makes learning feel effortless and fun.
Great Professor!
About Wen
Dr. Wen Mao is a Lecturer in Marketing in the School of Business, Faculty of Business, Economics and Law at The University of Queensland. He holds a Doctor of Philosophy from Monash University. His research interests centre on behavioural decision making, consumer psychology, and individual differences. Dr. Mao's work has appeared in prestigious journals including the Journal of Business Research, Journal of Consumer Psychology, Journal of Retailing, and Journal of Consumer Behaviour.
Key publications by Dr. Mao include: 'Art infusion and functional theories of attitudes toward luxury brands: the mediating role of feelings of self-inauthenticity' (Journal of Business Research, 2022); 'Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model' (Journal of Product & Brand Management, 2022); 'Optimism bias and perceived susceptibility to COVID-19 among Australian travellers' (Current Issues in Tourism, 2021); 'Effect of frontline employee's hope and consumer failure during consumer-created emergencies' (Journal of Service Theory and Practice, 2020); 'Choice set size and consumer preference for an option with a “zero” attribute value' (Journal of Consumer Behaviour, 2020); 'The influence of arbitrary breakpoints on judgments of maximum output' (Journal of Consumer Psychology, 2019); 'Sometimes "fee" is better than "free": token promotional pricing and consumer reactions to price promotion offering product upgrades' (Journal of Retailing, 2016); 'When one desires too much of a good thing: the compromise effect under maximizing tendencies' (Journal of Consumer Psychology, 2016); 'The attraction effect is more pronounced for consumers who rely on intuitive reasoning' (Marketing Letters, 2012); and 'Did I choose the right university? How post-purchase information affects cognitive dissonance, satisfaction and perceived service quality' (Australasian Marketing Journal, 2010). He has also presented at conferences, such as '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). Dr. Mao serves as course coordinator for subjects like MKTG7512.
Professional Email: w.mao@business.uq.edu.au