Huifang Mao
Assistant Professor of Marketing
College of Business Administration
University of Central Florida
407-823-3804
Ph.D. Indiana University
Publications:
Mao, Huifang and H. Shanker Krishnan (2006), “Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model,” Journal of Consumer Research, 33 (1), 41-9.
Jain, Shailendra Pratap, Kalpesh Desai, and Huifang Mao, “Individual Differences in Categorization: The Case of Cultural Orientation,” Journal of Consumer Research, 34 (1), 66-76.
Teaching (Spring 2009)