Fei L. Weisstein, Ph.D.


  • Position: Interim Chair/Associate Professor
  • Phone: (419) 372-6940
  • Email: fweisst@bgsu.edu
  • Address: 240H Maurer Center

Dr. Fei Weisstein is an Associate Professor of Marketing. She holds a Ph.D. in marketing from the University of Illinois at Urbana-Champaign and an MBA from San Francisco State University. Fei’s research focuses on pricing and marketing strategy, digital and social media marketing, sustainable and social marketing, food and health marketing, and online consumer behavior. She has published in journals such as Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Retailing and Consumer Services, International Journal of Consumer Studies, and Journal of Product and Brand Management. Fei has received two federal research grants from the Department of Commerce and Department of Agriculture for her research on sustainable production and consumption, as well as awards for research papers and academic excellence.

Ph.D., Business Administration, University of Illinois at Urbana-Champaign        
Master of Business Administration, San Francisco State University                       
B.S. Material Science and Engineering, National Cheng Kung University, Taiwan.


Associate Professor of Marketing, Bowling Green State University                        2019 - present

Assistant Professor of Marketing, Bowling Green State University                         2015 - 2019

Assistant Professor of Marketing, The University of Texas - Pan American           2009 - 2015        

  • Pricing and marketing strategy 
  • Digital and social media marketing
  • Sustainable and social marketing
  • Food and health marketing
  • Online consumer behavior

Research Grants

2020 U.S. Department of Agriculture CIG Federal Grant Award, $296,892.
Research project entitled, "Aquaponics on the edge: Coupling aquaponics to tile drainage systems for nutrient recapture and revenue generation."

2019 U.S. Department of Commerce NOAA Sea Grant Award, $320,286.
Research project entitled, "Strategies to increase consumer perceptions and attitudes towards integrated multi-trophic aquaponics."

Refereed Journal Articles

*Weisstein, F.L., Meyer, J., & Kershaw, J. (2023). A matter of alignment? Effects of product types and environmental claim framing on consumer evaluation of sustainable foods, Business Strategy and the Environment, forthcoming. *Equal contribution.

Kralik, B., Weisstein, F.L., Meyer, J., Neves, K., Andersen, D., & Kershaw, J. (2022). From water to table: A multidisciplinary approach comparing fish from aquaponics with traditional production methods, Aquaculture, 552, 737953.

*Wang, D., Weisstein, F. L., Duan, S., & Choi, P. (2021). Impact of ambivalent attitudes on green purchase intentions: The role of negative moods. International Journal of Consumer Studies, 46(1), 182-199. *Equal contribution.

Andersen, P., Weisstein, F. L., & Song, L. (2020). Consumer response to marketing channels: A demand-based approach. Journal of Marketing Channels26(1), 43-59.

Weisstein, F. L., Choi, P., & Andersen, P. (2019). The role of external reference price in pay-what-you-want pricing: An empirical investigation across product types. Journal of Retailing and Consumer Services50, 170-178.

*Andersen, P., & Weisstein, F. L. (2019). The effects of airline mergers on consumers’ perceptions of services and behavioral responses. Journal of Consumer Affairs53(2), 355-381.

*Featured on Psypost.org, May 31, 2018.

Weisstein, F. L., Song, L., Andersen, P., & Zhu, Y. (2017). Examining impacts of negative reviews and purchase goals on consumer purchase decision. Journal of Retailing and Consumer Services39, 201-207.                  

Zolfagharian, M., Weisstein, F. L., & Fuat A. F. (2017). Price: Meanings and significance. Review of Marketing Research, 14, 161-174.

Song, L., Weisstein, F. L., Anderson, R. E., Swaminathan, S., Wu, G. J., Feng, S., & Tan, K. (2016). The effects of expectation disconfirmations on customer outcomes in e-markets: Impact of national culture. Journal of Marketing Channels23(4), 217-229.

Weisstein, F. L., Kukar-Kinney, M., & Monroe, K. B. (2016). Determinants of consumers’ response to pay-what-you-want pricing strategy on the Internet. Journal of Business Research69(10), 4313-4320.

Weisstein, F. L., Asgari, M., & Siew, S. W. (2014). Price presentation effects on green purchase intentions. Journal of Product & Brand Management, 23(3), 230-239.

*Weisstein, F. L., Monroe, K. B., & Kukar-Kinney, M. (2013). Effects of price framing on consumers’ perceptions of online dynamic pricing practices. Journal of the Academy of Marketing Science41(5), 501-514. *Lead article

Subramanyam, R., Weisstein, F. L., & Krishnan, M. S. (2010). User participation in software development projects. Communications of the ACM53(3), 137-141.

Gebauer, J., & Lee, F. (2008). Enterprise system flexibility-aligning theory with evidence from a case study. Information Systems Management, 25(1), 71-82.

Updated: 10/04/2023 03:09PM