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Yafei Guo

Title: Assistant Professor

Department: Marketing

College: College of Business

Curriculum Vitae

Curriculum Vitae Link

Education

  • PhD, University of Illinois Urbana-Champaign, 2024
    Major: Business Administration

Current Scheduled Teaching

MKTG 4120.002Consumer BehaviorSpring 2026
MKTG 4120.003Consumer BehaviorSpring 2026
Texas Education Code 51.974 (HB 2504) requires each institution of higher education to make available to the public, a syllabus for undergraduate lecture courses offered for credit by the institution.

Previous Scheduled Teaching

MKTG 4120.001Consumer BehaviorFall 2025 Syllabus SPOT
MKTG 4120.004Consumer BehaviorFall 2025 Syllabus SPOT
MKTG 4120.002Consumer BehaviorSpring 2025 Syllabus SPOT
MKTG 4120.003Consumer BehaviorSpring 2025 Syllabus SPOT
MKTG 4120.002Consumer BehaviorFall 2024 Syllabus SPOT
Texas Education Code 51.974 (HB 2504) requires each institution of higher education to make available to the public, a syllabus for undergraduate lecture courses offered for credit by the institution.

Published Intellectual Contributions

    Book Chapter

  • Torelli, C.J., Guo, Y. (2023). Cultural Determinants of Identity: Consequences for Consumer Behavior. The Routledge Handbook of Identity and Consumption. (2) 378-389. London, Routledge.

    • Journal Article

  • Torelli, C.J., Guo, Y., Cho, H. (2022). Women’s Attitudes toward Sexual Objectification in Brands: A Political Ideology Perspective. Journal of the Association for Consumer Research. 49 231-232.
  • Guo, Y. (2022). Collectivism Fosters Preventive Behaviors to Contain the Spread of COVID-19: Implications for Social Marketing in Public Health. Psychology & Marketing. 39 (4) 694-700. 10.1002/mar.21613
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Overall
Summative Rating		 Challenge and
Engagement Index		 Response Rate

out of 5
out of 7		 %
of
students responded
  • Overall Summative Rating (median):
    This rating represents the combined responses of students to the four global summative items and is presented to provide an overall index of the class’s quality. Overall summative statements include the following (response options include a Likert scale ranging from 5 = Excellent, 3 = Good, and 1= Very poor):
    • The course as a whole was
    • The course content was
    • The instructor’s contribution to the course was
    • The instructor’s effectiveness in teaching the subject matter was
  • Challenge and Engagement Index:
    This rating combines student responses to several SPOT items relating to how academically challenging students found the course to be and how engaged they were. Challenge and Engagement Index items include the following (response options include a Likert scale ranging from 7 = Much higher, 4 = Average, and 1 = Much lower):
    • Do you expect your grade in this course to be
    • The intellectual challenge presented was
    • The amount of effort you put into this course was
    • The amount of effort to succeed in this course was
    • Your involvement in course (doing assignments, attending classes, etc.) was
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