研究方向：消费心理，行为与决策; 消费者的亲社会行为，绿色消费行为。

发表论文：

1. Liang Shen, Fengyan Cai*, Robert S. Wyer Jr. (2022), “The Interaction Effect of Food Variety and Simulation of Eating on Consumers’ Calorie Estimation”, Journal of Business Research, 147,  97-107.

2. Xiaomeng Fan, Fengyan Cai*, and Galen V. Bodenhausen (2022), “The Boomerang Effect of Zero Pricing: When and Why a Zero Price Is Less Effective than a Low Price for Enhancing Consumer Demand”, Journal of Academy and Marketing Science, 50, 521–537. 【Equal first author】

3.  Kuangjie Zhang, Fengyan Cai, Zhengyu Shi (2021), “Do Promotions Make Consumers More Generous? The Impact of Price Promotions on Consumers’ Donation Behavior”, Journal of Marketing, 240-255. 【Equal first author】

4. Fengyan Cai*, Zhiyong Yang, Robert S. Wyer, and Alison Jing Xu (2017), “The interactive effects of bitter flavor and mood on the decision to spend or save money”, Journal of Experimental Social Psychology, 70, 48-58.

5. Fengyan Cai*, Rajesh Bagchi and Dinesh K Gauri (2016), “Boomerang Effects of Low Price Discounts: How Low Price Discounts Affect Purchase Propensity”, Journal of Consumer Research, 42(5), 804-816.

6. Fengyan Cai*,Robert S. Wyer Jr. (2015), “The Impact of Mortality Salience on the Relative Effectiveness of Donation Appeals”, Journal of Consumer Psychology, 25(1), 101-112.

7. Christopher K. Hsee, Jiao Zhang, Fengyan Cai, Shirley Zhang (2013), “Over-Earning”, Psychological Science, 24(6), 852-859.

8. Fengyan Cai*, Hao Shen, Michael K. Hui (2012), “The Effect of Location on Price Estimation: Understanding Number–Location and Number–Order Associations”, Journal of Marketing Research, 49(5), 718–724.

9. Hao Shen, Robert S. Wyer Jr., Fengyan Cai (2012), “The Generalization of Deliberative and Automatic Behavior: The Role of Procedural Knowledge and Affective Reactions”, Journal of Experimental Social Psychology, 48(4), 819–828.

10. Minxue Huang, Fengyan Cai*, Alex Tsang, Nan Zhou (2011), “Making Your Online Voice Loud: The Critical Role of WOM Information”, European Journal of Marketing, 45, 1277-1297.

11. 林子筠，才凤艳，吴琼琳 （2020），营销领域的人工智能研究综述，外国经济与管理，第三期，89-106.

主持科研项目:

1. 国家自然科学基金优秀青年基金，项目编号：71922017，消费者的亲社会行为研究，2020.01-2022.12.

2. 国家自然科学基金面上项目，项目编号：71672110，基于具身认知理论的情境性因素对于消费者非理性行为的影响及其机制研究，2017.01-2020.12.

3. 上海交通大学晨星学者奖励计划（A类），糖尿病病人的自我管理研究—基于信息处理理论的视角, 2016.8 – 2020.07.

4. 国家自然科学基金青年项目，项目编号：71202072，基于亲社会动机的自我调控消费行为研究—以绿色消费为例，2013.01-2015.12.

5. 上海市浦江人才计划，项目编号：12PJC059, 公正世界信念对消费者慈善行为的影响研究，2012.10 - 2015.10.