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Returning to UNLV is like a homecoming for the new marketing assistant.
Although assistant professor of marketing Kaiyang Wu was born in China, the dual graduate considers UNLV home. As a student, he thrived in a diverse and inclusive community; now he’s back to teach Global Consumer Behavior to the next generation of rebels.
Wu earned a master’s degree in hospitality (’14) from the William F. Harrah College of Hospitality and then another master’s degree in economics (’16) from the Lee Business School. At the urging of his mentors at UNLV, he went on to complete his Ph.D. in Marketing from the University of Wisconsin-Madison.
Wu’s research interests draw from his various educational disciplines to focus broadly on consumer welfare and understanding how people make various consumption decisions.
What drew you back to UNLV?
This is the home where I feel I belong. Its inclusiveness and diversity are unmatched. You never feel like the minority or outcast here. Everybody is different. There is a good representation of different ethnicities, genders and minority groups on campus. You don’t see that often on other campuses around the country. It makes people feel comfortable as students and staff on this campus.
What inspired you to enter your field?
When I worked at a buffet, you would often see customers continue to indulge even though they know it will make them uncomfortable, but the mindset is that they came to eat and take advantage of whatever they can get. I also saw a lot of food waste behavior. This led me to focus on consumer behavior and in particular to understand different consumer practices and why consumers do things, often times, irrationally.
What is the biggest misconception about your field/work?
I think when I first tell people I’m studying marketing, they think I’m a salesperson because I can be quite wordy. Sales is a very important part of marketing, but nowadays marketing is a very interdisciplinary field that absorbs knowledge from various fields – psychology, economics, sociology, statistics and computer science. It’s much more complicated than just sales.
Who has influenced your career path?
For my master’s thesis, I was fortunate to have (UNLV marketing professor) Anjala Krishen as an external committee member. She completely opened my eyes to the fact that there is so much more I can do and so much more I need to learn. At the same time, I was doing an MIS (Management and Information Systems) certificate and I met (Professor) Greg Moody, who is also a great researcher. Both Anjala and Greg were very influential in changing the way I thought, the way I did research, and then successfully convinced me to pursue my Ph.D. to receive more advanced training in research.
What research are you currently working on?
One of my research areas focuses on the efficacy judgment of consumer products. My co-author and I have found that when it comes to products like supplements, shampoo, and beauty products … consumers tend to believe that the same products are more effective for others than they are for themselves. This is because users tend to think that they are more unique than others. So when they are exposed to the advertised products, they are more likely to think “I am the unique person” and that the product will not be effective for them.
I also take a sociological perspective to understand different consumer practices, specifically in Vegas. For example, in a work project I look at how Las Vegans’ participation in Golden Knights games on the Strip helps them enhance their identification with Vegas, while such participation can be constantly interrupted by non-locals in the arena or on the Strip.
What are you most excited about returning to UNLV as a faculty member?
Every time I step on campus I feel energized. Being in the UNLV classroom is exciting. UNLV students take college courses, care for their families, work full-time, and still manage to keep up with their education. I get inspiration from the students knowing how many tasks they have to complete daily. I want to be someone who helps the younger generation in Southern Nevada.
What’s the best thing you’ve done in Vegas?
When I first came to UNLV, I was a student here—I was over 21—so I went to nightclubs a lot. But after one semester I was pretty tired of it.
What’s one thing you think Las Vegas locals take for granted?
How close is the Las Vegas Strip and the airport to UNLV. I didn’t realize how convenient UNLV was until I left for a few years.
Outside of your research, what are you passionate about?
I like to watch sports — hockey, basketball, football, Olympic games like athletics, gymnastics and swimming. In general, I could watch sports non-stop. Of course, I am a huge fan of our beloved Golden Knights and flew to Vegas to attend the Stanley Cup Final 10 days before my qualifying exam. While the Knights lost the final, I passed my test.
What is something people would be surprised to learn about you?
I was a commencement speaker at UNLV in 2014 and was selected as an outstanding graduate in 2016 and was a student speaker at TEDx UNLV – not trying to brag, but I don’t think you can find many other UNLV alumni , who have achieved all this.
What is your biggest pet peeve?
People who pretend to know everything. I think it’s very important to tell people you don’t know; it actually helps you a lot, as demonstrated in my TEDx talk.
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