Paul Chao

Paul Chao

Professor of Marketing


543 Owen



  • Ph.D. University of Washington
  • MBA Washington State University
  • MS University of Canterbury, New Zealand
  • BS University of Canterbury, New Zealand

Professional Summary

A senior Fulbright Scholar, Sun Yat-sen University, Guangzhou, China (Fall 2004), Dr. Chao also served as department head for 2 years. He currently teaches courses in consumer behavior, international business, international marketing, and retailing.

Courses Taught

  • MKTG 360 Principles of Marketing
  • MKTG 363 Retailing
  • MKTG 365 Consumer Behavior
  • MKTG 460 International Marketing
  • MKTG 665 Seminar in Consumer Behavior
  • IB 610 International Business

Research Interests & Projects

Dr. Chao's research and teaching interests include global marketing, consumer behavior, and marketing research.

Selected Publications

Aktan, Murat and Paul Chao (2016), "Impact of Country Personality and Attitude Toward Foreign Products: Self-congruity as a Mediator, Atlantic Marketing Journal, 5(1), 155-171.

Haizong Wang, Paul Chao and Jingyi Wang (2015), "Effects of Fit, Consumer Involvement and the Number of Celebrities on Consumer Behavior in an Emerging Market," Journal of International Consumer Marketing, 27 (5), 388-402. (DOI:10.1080/08961530.2015.1047004). Sauer, Paul and Paul Chao (2015), "A Longitudinal Study of Shifts and Regional Differences in Workplace Ethics: Opportunities for Conflicts?" International Journal of Management Theory and Practices, Vol.16 (1), 31-53.

Chao, Paul and Murat Aktan (2016), "Effects of Self-congruity and Country Personality on Consumer Product Attitude toward Foreign Products in an Emerging Country," in the Proceedings of the 2016 Global Marketing Conference (GAMMA) as an extended abstract, Hong Kong, July 21-24, 2016.

Zhang, Lie and Paul Chao (2016), "Social media as a platform for understanding consumer concerns in product harm crises and designing crisis management strategies in China," in Proceedings of the 4th International Conference on Contemporary Marketing Issues (ICCMI), Crete Santorini, June 21-26, 2016.

Chao, Paul and Murat Aktan (2015), "Effects of Product Image, Self-Congruity and Ethnocentrism on Attitude toward Foreign Products," in Proceedings of the AMA Summer Educators' Conference as an abstract, Chicago, August 14-16, 2015.

Professional Affiliations

  • Academy of International Business
  • Academy of Marketing Science
  • American Marketing Association