Roland Gau

Assistant Professor


Research output per year

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Personal profile

Research Interests

Consumer Decision Making and Judgment, Marketing and Public Policy, Sustainable Consumption


2009-2011 Visiting Assistant Professor of Marketing – A.B. Freeman School of Business, Tulane University, New Orleans, LA

2011-2018 Assistant Professor of Marketing – College of Business Administration, University of Texas at El Paso, El Paso, TX

2018-present Assistant Professor at at the Institute of Business and Management, National Chiao Tung University

Education/Academic qualification

PhD, University of Illinois at Urbana-Champaign

External positions

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Sustainability and Subsistence: Resource-Based Perspectives on Consumption

Gau, R.


Project: Government MinistryMinistry of Science and Technology

Understanding Consumption and Sustainable Development in Subsistence Marketplaces

Gau, R.


Project: Government MinistryMinistry of Science and Technology

Research Output

Adapting traditional livelihood practices in the face of environmental disruptions in subsistence communities

Venugopal, S., Gau, R., Appau, S., Sample, K. L. & Pereira, R. C. F., 1 Jul 2019, In : Journal of Business Research. 100, p. 400-409 10 p.

Research output: Contribution to journalArticle

  • 1 Scopus citations

    Subsistence Marketplaces: Challenges and Opportunities

    Viswanathan, M., Elaydi, R., Gau, R. & Christensen, L. J., 1 Jan 2019, In : Journal of Public Policy and Marketing. 38, 1, p. 36-41 6 p.

    Research output: Contribution to journalArticle

  • 5 Scopus citations


    Ramirez, E., Gau, R., Hadjimarcou, J. & Xu, Z. J., 2 Mar 2018, In : Journal of Marketing Theory and Practice. 26, 1-2, p. 90-98 9 p.

    Research output: Contribution to journalArticle

  • 6 Scopus citations

    Research methods for subsistence marketplaces

    Viswanathan, M., Gau, R. & Chaturvedi, A., 1 Jan 2017, Sustainability Challenges and Solutions at the Base of the Pyramid: Business, Technology and the Poor. Taylor and Francis, p. 242-260 19 p.

    Research output: Chapter in Book/Report/Conference proceedingChapter

  • 9 Scopus citations

    Concrete and abstract goals associated with the consumption of environmentally sustainable products

    Ramirez, E., Jiménez, F. R. & Gau, R., 14 Sep 2015, In : European Journal of Marketing. 49, 9-10, p. 1645-1665 21 p.

    Research output: Contribution to journalArticle

  • 17 Scopus citations