Fei L. Weisstein, Ph.D.


  • Position: Associate Professor
  • Phone: (419) 372-6940
  • Email: fweisst@bgsu.edu
  • Address: 356D Maurer Center

Dr. Fei Weisstein is an Associate Professor of Marketing at BGSU. She earned her 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, environmental marketing, social media and digital marketing, online consumer behavior, and IT-mediated customer service. She has published articles in the Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Product and Brand Management, and other publication outlets. Fei has received two federal research grants from the Department of Commerce and Department of Agriculture for her research in sustainable production and consumption, several research papers awards, and academic excellence awards.

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                        2020 - present

Assistant Professor of Marketing, Bowling Green State University                         2015 - 2020

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

  • Pricing and marketing strategy 
  • Environmental marketing
  • Social media and digital marketing
  • Online consumer behavior
  • IT-mediated customer service 

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

Kralik, B., Weisstein, F. L., Meyer, J. D., Neves, K. J., Anderson, D. L., & Kershaw, J. C. (2022). From Water to Table: A Multidisciplinary Approach Comparing Fish from Aquaponics with Traditional Production Methods. Aquaculture; ABS-3.

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; Equal Contribution; ABS-2.

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., & Song, L. (2018). Consumer Responses to Marketing Channel Strategies: A Demand-Based Approach. Journal of Marketing Channelsforthcoming.

Andersen, P., & Weisstein, F. L. (2018). The Effects of Airline Mergers on Consumers’ Perceptions of Services and Behavioral Responses. Journal of Consumer Affairs26(1), 43–59.

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, Mohammadali, Fei L. Weisstein, and Fuat A. Firat (2017), “Price: Meanings and Significance,” Review of Marketing Research, 14, 161-174.

Updated: 05/23/2022 08:43AM