Dr. Zhihong Gao

Assistant Professor II

• Email Address: zgao@rider.edu
• Phone: (609) 896-5245
• Office: Sweigart Hall 353
• View My Office Hours
• Mailing Address: 2083 Lawrence Road, Lawrenceville, NJ 08648

Areas of Expertise: Chinese advertising; cross-cultural advertising; international advertising strategy; cross-cultural consumer behavior

Background Information

• Doctor of Philosophy, 2003, University of Illinois – Urbana Champaign, Advertising, Economics
• Master of Arts, 1998, Wake Forest University, Communications
• Bachelor’s of Arts, 1994, Peking University

Recent Publications

• Gao, Z. (2007).  An In-Depth Examination of China's Advertising Regulation System. Asia-Pacific Journal of Marketing and Logistics, 19 (3), 307-323.
• Gao, Z. (2007).  The Evolution of Chinese Advertising Law: A Historical Review. Advertising & Society Review, 8 (1).
• Gao, Z. (2005).  Harmonious Regional Advertising Regulations? A Comparative Examination of Government Advertising Regulation in China, Hong Kong, and Taiwan. Journal of Advertising, 34 (3), 75-88.
• Gao, Z. & Newman, C. (2005).  Exploring the Media Strategy for International Marketers with Small Budgets: A Cross-Country Consumer Perspective. International Business & Economics Research Journal, 4 (2), 11-25.
• Gao, Z. (2003).  The Future of Foreign Advertising in China: The Lessons of History. Advertising & Society Review, 4 (1).
• Gao, Z. (2003).  What’s in a Name? On China’s Search for Socialist Advertising. Advertising & Society Review, 4 (3).

Recent Presentations
International

• Darian, J.C., Darian, L., Gao, Z., & Kim, J. (2007, January). Sustainable Water Consumption: A Comparison of Consumers in China and the United States and Implications for Marketing Strategies.   Accepted for International Conference on Environmental, Cultural, Economic and Social Sustainability, Chennai, India.
• Gao, Z. & Newman, C. (2005, June). Discretionary Spending and Media Consumption Patterns of Global Youth: A China-US Comparative Study.   Accepted for International Conference on Marketing and Development , Athens, Greece.
• Perspective. International Business & Economics Research Conference , Las Vegas, Nevada.

Honors
2006:  2005-2006, Davis Fellowship.
2006:  Summer Research Fellowship.
2005:  Summer Research Fellowship.
2000:  University of Illinois Distinguished Fellowship .
1999:  University of Illinois Distinguished Fellowship .
1998:  University of Illinois Distinguished Fellowship .