Introduction
Dr. Kaiyang Wu is a two-time Rebel alumnus, having graduated with a master’s and a graduate certificate from the Lee Business School before heading to UW-Madison for his PhD in marketing in 2016. His background is in the food and beverage industry, which was the main reason he came to UNLV in the first place and decided to pursue a PhD in marketing afterward, as he was deeply interested in judgment and decision-making related to food consumption at that time. But his research interest did shift after entering the PhD program.
What is something that the MIB department offers that you believe is key to the success of UNLV grads?
We have such a diverse department, with faculty from all over the world and from different research areas. This means MIB students get a wide range of perspectives, even on a single topic, which helps develop open-mindedness, an important trait in both marketing and international business. So, make sure to engage with them, because those interactions will definitely help you grow.
What research are you working on currently?
I would like to share two research projects I'm currently working on. One focuses on proposing strategies for large brands that engage in sociopolitical issues, as such involvement often upsets stakeholders who disagree with the issues. Through experimental research, I have found that guiding consumers to focus more on points of agreement helps mitigate the negative effects of a brand supporting controversial sociopolitical issues. The other project I am actively working on explores how Las Vegans’ participation in Golden Knights games contributes to (re)constructing their group identity. Overall, I research consumer behavior through psychological, sociological, and anthropological lenses.
What has been one of your greatest accomplishments during your career at UNLV?
Since I have only been here as a faculty a little over two years, I wouldn’t say that I have any major accomplishments yet. However, if I had to name one, it would be the research program I participated in this summer, where I mentored one of our undergraduate MIB students to complete a research paper on consumers' responses to AI implementation across various industries!
What are some of your passions outside of your career?
I am a big Golden Knights fan, so I have spent plenty of time at T-Mobile Arena watching their games. I also enjoy watching tennis, figure skating, college football, and a whole bunch of other sports, whether live when I can or on TV. Besides sports, I love checking out the new restaurants in town as so many good ones have popped up in Vegas over the past few years. Oh, and last summer, I gave mountain biking a shot and I truly enjoyed it. It was going great until I got a little too confident and ended up with a pretty bad bone fracture on a tough downhill route. But hey, I might give it another go soon, just on an easier trail this time!