Weining Bao

Assistant Professor


Education/Professional Certification

Ph.D. Economics, 2014, Johns Hopkins University
B.Econ&Fin., 2008, The University of Hong Kong

Areas of Expertise

Digital Marketing
Information and Incentives
Emerging Markets
Empirical and Theoretical Industrial Organization
Applied Econometrics


Marketing professor Weining Bao’s research focuses on empirical and analytical modeling of strategic interactions between firms and consumers. His research is interdisciplinary and spans marketing, economics and finance. He is particularly interested in the firms’ strategic decisions in the context of information asymmetry and moral hazard, and their implications for digital marketing, marketing of financial services, education marketing and emerging markets. His research has been published in the leading business journals such as Marketing Science and Journal of Management Information Systems.

Dr. Bao has taught at universities in various countries, such as Australia and China. He has taught Marketing Research and Pricing at undergraduate level and Dynamic Methods at postgraduate level. At UConn, he teaches Digital Marketing and Advanced Modeling.

Featured Publications

  • Xiao, Ping, Yuanyuan Chen, Anandhi Bharadwaj, and Weining Bao (2022), “The Effects of Information Nudges on Consumer Usage of Digital Services under Three-Part Tariffs”, Journal of Management Information Systems, 39 (1), 130 – 158.
  • Bao, Weining, Jian Ni, and Shubhranshu Singh (2018), “Informal Lending in Emerging Markets”, Marketing Science, 37 (1), 123 – 137.
  • Bao, Weining, and Jian Ni (2017), “Could Good Intentions Backfire? An Empirical Analysis of the Bank Deposit Insurance”, Marketing Science, 36 (2), 301 – 319.
Weining Bao
Contact Information
Phone+1 (860) 486-3417
Mailing Address2100 Hillside Road, U1041
Office LocationBUSN 359
Office HoursVirtual office hours only; Monday and Wednesday 6:30 – 7:30 pm or by email appointment
Download CV