Department of Marketing | Staff List

Prof. GUO Liang (郭亮教授)

PhD - Business Administration (University of California at Berkeley)
BA - Economics (Beijing University)

Chair Professor

Contact Information

E-mail:
Address:	10-230, Lau Ming Wai Academic Building City University of Hong Kong
Phone:	+852 34424951
Fax:	+852 34420346
lianguo@cityu.edu.hk
SSRN Web:
https://papers.ssrn.com/sol3/cf_dev/AbsByAuth.cfm?per_id=795390
Public CV:	Download

Research Areas

Economics of Psychology; Marketing Strategy; Industrial Organization; Applied Economics

Liang Guo is a Chair Professor of Marketing at City University of Hong Kong. He received a Ph.D. in Business Administration from University of California at Berkeley, and a B.A. in Economics from Beijing University. His research interests include economics of psychology, marketing strategy, industrial organization, and applied economics. He has published over thirty papers at top academic journals such as Journal of Marketing Research, Management Science, Marketing Science, AEJ: Microeconomics, and Journal of Economic Theory. He serves as an AE for Management Science and a SE for Production and Operations Management.

Publications

Journal Publications and Reviews
Guo, Liang / Selling Data to Marketers. February 2025; In: Management Science. Guo, Liang / Designing Information to Engage Customers. January 2025; In: Management Science. Gao, Buqu; Guo, Liang / Optimal Contracts for Time-Inconsistent Consumers with Heterogeneous Beliefs. January 2025; In: Management Science. Vol. 71, No. 1, pp. 861-878 GUO, Liang / Recovering the Anchoring of Economic Valuations. November 2024; In: American Economic Journal: Microeconomics. Vol. 16, No. 4, pp. 192–228 Guo, Liang / The Voice of Customers in Customization. November 2024; In: Management Science. Vol. 70, No. 11, pp. 7579-7596 Guo, Liang / Unifying Procedure-Dependent Preference Reversals: Theory and Experiments. November 2024; In: Management Science. Vol. 70, No. 11, pp. 8163–8186 Guo, Liang / The Credibility of Communication in a Pandemic. August 2024; In: Journal of Marketing Research. Vol. 61, No. 4, pp. 638-658 Guo, Liang / Overage Charge or Loyalty Discount: When Should Extra Consumptions Be Penalized or Rewarded?. May 2023; In: Marketing Science. Vol. 42, No. 3, pp. 614-633 Guo, Liang; Xu, Wendy / “We Are the World”: When More Equality Improves Efficiency and Antipandemic Consumptions Are Intervened. March 2023; In: Marketing Science. Vol. 42, No. 2, pp. 214-232 Guo, Liang / The Mnemonomics of Contractual Screening. March 2023; In: Management Science. Vol. 69, No. 3, pp. 1739-1757 Guo, Liang / Gathering Information Before Negotiation. January 2023; In: Management Science. Vol. 69, No. 1, pp. 200-219 Guo, Liang / Strategic Communication Before Price Haggling: A Tale of Two Orientations. September 2022; In: Marketing Science. Vol. 41, No. 5, pp. 922-940 Guo, Liang / Testing the Role of Contextual Deliberation in the Compromise Effect. June 2022; In: Management Science. Vol. 68, No. 6, pp. 4326-4355 Yang, Chaolin; Guo, Liang; Zhou, Sean X. / Customer Satisfaction, Advertising Competition, and Platform Performance. April 2022; In: Production and Operations Management. Vol. 31, No. 4, pp. 1576-1594 Guo, Liang / Partial Unraveling and Strategic Contract Timing. December 2021; In: Management Science. Vol. 67, No. 12, pp. 7719-7736 Guo, Liang / Contextual deliberation and the choice-valuation preference reversal. July 2021; In: Journal of Economic Theory. Vol. 195 Guo, Liang / Endogenous evaluation and sequential search. May 2021; In: Marketing Science. Vol. 40, No. 3, pp. 413-427 Gardete, Pedro M.; Guo, Liang / Prepurchase information acquisition and credible advertising. March 2021; In: Management Science. Vol. 67, No. 3, pp. 1696-1717 Gao, Long; Guo, Liang; Orsdemir, Adem / Dual-Channel Distribution: The Case for Cost Information Asymmetry. February 2021; In: Production and Operations Management. Vol. 30, No. 2, pp. 494-521 Guo, Liang / Upstream exploitation and strategic disclosure. September 2020; In: Marketing Science. Vol. 39, No. 5, pp. 923-938 Guo, Liang / Anticipatory consumptions. August 2020; In: Management Science. Vol. 66, No. 8, pp. 3717-3734 Guo, Liang; Wu, Xiaole / Capacity sharing between competitors. August 2018; In: Management Science. Vol. 64, No. 8, pp. 3554-3573 Guo, Liang / Contextual deliberation and preference construction. October 2016; In: Management Science. Vol. 62, No. 10, pp. 2977-2993 Guo, Liang; Wu, Yue / Consumer deliberation and quality signaling. September 2016; In: Quantitative Marketing and Economics. Vol. 14, No. 3, pp. 233-269 Guo, Liang; Meng, Xiangyi / Digital content provision and optimal copyright protection. May 2015; In: Management Science. Vol. 61, No. 5, pp. 1183-1196 Guo, Liang / Inequity aversion and fair selling. February 2015; In: Journal of Marketing Research. Vol. 52, No. 1, pp. 77-89 Guo, Liang; Li, Tian; Zhang, Hongtao / Strategic information sharing in competing channels. October 2014; In: Production and Operations Management. Vol. 23, No. 10, pp. 1719-1731 Guo, Liang; Iyer, Ganesh / Multilateral bargaining and downstream competition. May 2013; In: Marketing Science. Vol. 32, No. 3, pp. 411-430 Guo, Liang; Zhang, Juanjuan / Consumer deliberation and product line design. November 2012; In: Marketing Science. Vol. 31, No. 6, pp. 995-1007 Guo, Liang / Capturing consumption flexibility in assortment choice from scanner panel data. October 2010; In: Management Science. Vol. 56, No. 10, pp. 1815-1832 Guo, Liang; Iyer, Ganesh / Information acquisition and sharing in a vertical relationship. May 2010; In: Marketing Science. Vol. 29, No. 3, pp. 483-506 Guo, Liang / Quality disclosure formats in a distribution channel. September 2009; In: Management Science. Vol. 55, No. 9, pp. 1513-1526 Guo, Liang / Service cancellation and competitive refund policy. September 2009; In: Marketing Science. Vol. 28, No. 5, pp. 901-917 Guo, Liang / The benefits of downstream information acquisition. May 2009; In: Marketing Science. Vol. 28, No. 3, pp. 457-471 Guo, Liang; Zhao, Ying / Voluntary quality disclosure and market interaction. May 2009; In: Marketing Science. Vol. 28, No. 3, pp. 488-501 Guo, Liang; Villas-Boas, J. Miguel / Consumer stockpiling and price competition in differentiated markets. December 2007; In: Journal of Economics and Management Strategy. Vol. 16, No. 4, pp. 827-858 Guo, Liang / Removing the boundary between structural and reduced-form models. November 2006; In: Marketing Science. Vol. 25, No. 6, pp. 629-632 Guo, Liang / Consumption flexibility, product configuration, and market competition. March 2006; In: Marketing Science. Vol. 25, No. 2, pp. 116-130

Journal Publications and Reviews

Guo, Liang / Selling Data to Marketers. February 2025; In: Management Science.
Guo, Liang / Designing Information to Engage Customers. January 2025; In: Management Science.
Gao, Buqu; Guo, Liang / Optimal Contracts for Time-Inconsistent Consumers with Heterogeneous Beliefs. January 2025; In: Management Science. Vol. 71, No. 1, pp. 861-878
GUO, Liang / Recovering the Anchoring of Economic Valuations. November 2024; In: American Economic Journal: Microeconomics. Vol. 16, No. 4, pp. 192–228
Guo, Liang / The Voice of Customers in Customization. November 2024; In: Management Science. Vol. 70, No. 11, pp. 7579-7596
Guo, Liang / Unifying Procedure-Dependent Preference Reversals: Theory and Experiments. November 2024; In: Management Science. Vol. 70, No. 11, pp. 8163–8186
Guo, Liang / The Credibility of Communication in a Pandemic. August 2024; In: Journal of Marketing Research. Vol. 61, No. 4, pp. 638-658
Guo, Liang / Overage Charge or Loyalty Discount: When Should Extra Consumptions Be Penalized or Rewarded?. May 2023; In: Marketing Science. Vol. 42, No. 3, pp. 614-633
Guo, Liang; Xu, Wendy / “We Are the World”: When More Equality Improves Efficiency and Antipandemic Consumptions Are Intervened. March 2023; In: Marketing Science. Vol. 42, No. 2, pp. 214-232
Guo, Liang / The Mnemonomics of Contractual Screening. March 2023; In: Management Science. Vol. 69, No. 3, pp. 1739-1757
Guo, Liang / Gathering Information Before Negotiation. January 2023; In: Management Science. Vol. 69, No. 1, pp. 200-219
Guo, Liang / Strategic Communication Before Price Haggling: A Tale of Two Orientations. September 2022; In: Marketing Science. Vol. 41, No. 5, pp. 922-940
Guo, Liang / Testing the Role of Contextual Deliberation in the Compromise Effect. June 2022; In: Management Science. Vol. 68, No. 6, pp. 4326-4355
Yang, Chaolin; Guo, Liang; Zhou, Sean X. / Customer Satisfaction, Advertising Competition, and Platform Performance. April 2022; In: Production and Operations Management. Vol. 31, No. 4, pp. 1576-1594
Guo, Liang / Partial Unraveling and Strategic Contract Timing. December 2021; In: Management Science. Vol. 67, No. 12, pp. 7719-7736
Guo, Liang / Contextual deliberation and the choice-valuation preference reversal. July 2021; In: Journal of Economic Theory. Vol. 195
Guo, Liang / Endogenous evaluation and sequential search. May 2021; In: Marketing Science. Vol. 40, No. 3, pp. 413-427
Gardete, Pedro M.; Guo, Liang / Prepurchase information acquisition and credible advertising. March 2021; In: Management Science. Vol. 67, No. 3, pp. 1696-1717
Gao, Long; Guo, Liang; Orsdemir, Adem / Dual-Channel Distribution: The Case for Cost Information Asymmetry. February 2021; In: Production and Operations Management. Vol. 30, No. 2, pp. 494-521
Guo, Liang / Upstream exploitation and strategic disclosure. September 2020; In: Marketing Science. Vol. 39, No. 5, pp. 923-938
Guo, Liang / Anticipatory consumptions. August 2020; In: Management Science. Vol. 66, No. 8, pp. 3717-3734
Guo, Liang; Wu, Xiaole / Capacity sharing between competitors. August 2018; In: Management Science. Vol. 64, No. 8, pp. 3554-3573
Guo, Liang / Contextual deliberation and preference construction. October 2016; In: Management Science. Vol. 62, No. 10, pp. 2977-2993
Guo, Liang; Wu, Yue / Consumer deliberation and quality signaling. September 2016; In: Quantitative Marketing and Economics. Vol. 14, No. 3, pp. 233-269
Guo, Liang; Meng, Xiangyi / Digital content provision and optimal copyright protection. May 2015; In: Management Science. Vol. 61, No. 5, pp. 1183-1196
Guo, Liang / Inequity aversion and fair selling. February 2015; In: Journal of Marketing Research. Vol. 52, No. 1, pp. 77-89
Guo, Liang; Li, Tian; Zhang, Hongtao / Strategic information sharing in competing channels. October 2014; In: Production and Operations Management. Vol. 23, No. 10, pp. 1719-1731
Guo, Liang; Iyer, Ganesh / Multilateral bargaining and downstream competition. May 2013; In: Marketing Science. Vol. 32, No. 3, pp. 411-430
Guo, Liang; Zhang, Juanjuan / Consumer deliberation and product line design. November 2012; In: Marketing Science. Vol. 31, No. 6, pp. 995-1007
Guo, Liang / Capturing consumption flexibility in assortment choice from scanner panel data. October 2010; In: Management Science. Vol. 56, No. 10, pp. 1815-1832
Guo, Liang; Iyer, Ganesh / Information acquisition and sharing in a vertical relationship. May 2010; In: Marketing Science. Vol. 29, No. 3, pp. 483-506
Guo, Liang / Quality disclosure formats in a distribution channel. September 2009; In: Management Science. Vol. 55, No. 9, pp. 1513-1526
Guo, Liang / Service cancellation and competitive refund policy. September 2009; In: Marketing Science. Vol. 28, No. 5, pp. 901-917
Guo, Liang / The benefits of downstream information acquisition. May 2009; In: Marketing Science. Vol. 28, No. 3, pp. 457-471
Guo, Liang; Zhao, Ying / Voluntary quality disclosure and market interaction. May 2009; In: Marketing Science. Vol. 28, No. 3, pp. 488-501
Guo, Liang; Villas-Boas, J. Miguel / Consumer stockpiling and price competition in differentiated markets. December 2007; In: Journal of Economics and Management Strategy. Vol. 16, No. 4, pp. 827-858
Guo, Liang / Removing the boundary between structural and reduced-form models. November 2006; In: Marketing Science. Vol. 25, No. 6, pp. 629-632
Guo, Liang / Consumption flexibility, product configuration, and market competition. March 2006; In: Marketing Science. Vol. 25, No. 2, pp. 116-130