GIVE

Zhifeng Gao

Associate Professor, Marketing, Consumer Behavior and Applied Econometrics

Dr. Gao's research program aims to enhance understanding of consumer attitudes and preferences for selected attributes of food products. This research provides critical information for the food industry and is used to develop policies that encourage the availability of high-quality food products to consumers. These objectives fit with the overall goal of improving consumer and producer welfare by determining consumer demand for high-quality food products and by providing new market opportunities in food industries.

Dr. Gao has used surveys, economic experiments, and economic and econometric analyses to assess (1) the effects of various factors on estimations of consumer preferences; (2) the impacts of food labels, packages and information on consumer food choices and demand; (3) consumer preferences for fresh (e.g. fresh citrus) and processed food products (e.g. orange juice); and (4) Chinese consumer preference for foods with different characteristics such as orange juice with higher juice contents, green food, GMO food etc. He is also interested in consumer choice of diet quality and the relationship between food choices and diet and human health. In addition, he works on the tools and methods that can improve online survey data quality. At last he actively involves in interdisciplinary research to determine the economic feasibility of and growers' attitude towards new technology related to sustainable agriculture.

Dr. Gao has published research on consumer preferences and choices of food, impacts of food label and factors affecting consumer behavior as well as other applied economic research in high-impact journals. These include the pre-eminent agricultural economics journals and journals in related fields, such as American Journal of Agricultural Economics, Journal of Agricultural Economics, Agricultural Economics, China Economic Review, Food Policy, Journal of Agricultural Economics, Journal of Australian Agricultural and Resource Economics, HortScience, Applied Economics Policy and Perspectives, Economics Letters, British Food Journaletc.

Programs

Teaching
AEB 6553-- Elem of Econometrics:

This is a first year graduate course in Food and Resource Economics department to help students understand and apply econometric approaches to problem solving. Major emphasis is placed on applications of methods to problems in economics and related fields. Students are expected to have good understanding of the basic concepts in econometrics; apply econometric tools to modeling, estimation, inference and forecasting in the context of real world problem-solving; be able to evaluate and interpret the results and conclusion of econometric models; and be prepared for advanced econometric courses.

AEB 7108-- Microecon Theory 2:

This is the second course in a sequence of graduate microeconomic theory. The objective of this course is to provide the basic understanding of a broad body of advanced theories and models in microeconomics. Attention is given to general equilibrium theory and applications, welfare economics and economics of choice under uncertainty. Students are expected to master the base methodologies in microeconomic analysis, such as setting up models and conducting comparative static analyses.

Research
Dr. Gao's research program aims to enhance understanding of consumer attitudes and preferences for selected attributes of food products
. This research provides critical information for the food industry and is used to develop policies that encourage the availability of high-quality food products to consumers. These objectives fit with the overall goal of improving consumer and producer welfare by determining consumer demand for high-quality food products and by providing new market opportunities in food industries. Dr. Gao has used surveys, economic experiments, and economic and econometric analyses to assess (1) the effects of various factors on estimations of consumer preferences; (2) the impacts of food labels, packages and information on consumer food choices and demand; (3) consumer preferences for fresh (e.g. fresh citrus) and processed food products (e.g. orange juice); and (4) Chinese consumer preference for foods with different characteristics such as orange juice with higher juice contents, green food, GMO food etc. He is also interested in consumer choice of diet quality and the relationship between food choices and diet and human health. In addition, he works on the tools and methods that can improve online survey data quality. At last he actively involves in interdisciplinary research to determine the economic feasibility of and growers' attitude towards new technology related to sustainable agriculture.

Zhifeng Gao, Associate Professor, Marketing, Consumer Behavior and Applied Econometrics