Behavioral Economist Aims to Bridge Information Gap Between Farmers, Consumers
Expert in consumer research joins agricultural economics and agribusiness department
By Maddie Johnson – Jan. 24, 2025
FAYETTEVILLE, Ark. — Most people go to the grocery store for food. Behavioral economist Shijun Gao goes for research.
Gao’s passion for learning where food comes from, how it’s produced and how consumers make choices about the foods they buy led him to pursue a career in agricultural economics. He recently joined the Arkansas Agricultural Experiment Station, the research arm of the University of Arkansas System Division of Agriculture, as an assistant professor in the agricultural economics and agribusiness department.
“We’re excited to welcome Dr. Gao to our faculty as an accomplished marketing professional,” said Lanier Nalley, head of the agricultural economics and agribusiness department. “Dr. Gao arrives with a proven track record in agricultural marketing and behavioral economics, so this marks an exciting new chapter for the department, reinforcing its reputation as a leader in cutting-edge marketing in agricultural economics.”
Gao also teaches courses in the Dale Bumpers College of Agricultural, Food and Life Sciences. He was most recently a postdoctoral researcher at Tufts University in Medford, Massachusetts, having earned a doctorate in business administration with an agribusiness focus from Arizona State University. He obtained a bachelor’s degree in regional development in rural areas from China Agricultural University, and a master’s in economics from Vanderbilt University.
Gao’s research focus aims to enhance the flow of information between food consumers and food producers. He said he hopes to reduce “information asymmetry” — where one party in a transaction has more information than the other — between consumers and producers.
“Consumers frequently lack sufficient knowledge about the food they purchase, including its production processes, nutritional attributes and sustainability impacts,” Gao said. “On the other hand, producers face challenges in effectively communicating the value of their products to consumers.”
Gao seeks to bridge this gap by developing a better understanding of consumer preferences based on their reading of food labels.
Fostering interaction
Gao’s previous experiences in education have shaped his teaching philosophy, and he gives credit to those who have mentored him. He acknowledged Carola Grebitus of Arizona State University and Sean Cash of Tufts University for compelling him to build a classroom culture that is both interactive and inspiring.
“I aim to foster an interactive learning environment that encourages meaningful peer-to-peer engagement,” Gao said. “I focus on inspiring students’ personal and professional growth by bridging the gap between classroom knowledge and real-world applications.”
Gao is particularly excited to join Arkansas’ agricultural community because of its focus on rice production, and he hopes to collaborate with others in his department, and researchers in other departments, to deliver practical benefits to the state’s producers.
“I’ve already hit the ground running by discussing some very exciting ideas with my colleagues,” Gao said. “Stay tuned!”
To learn more about the Division of Agriculture research, visit the Arkansas Agricultural Experiment Station website. Follow us on 𝕏 at @ArkAgResearch, subscribe to the Food, Farms and Forests podcast and sign up for our monthly newsletter, the Arkansas Agricultural Research Report. To learn more about the Division of Agriculture, visit uada.edu. Follow us on 𝕏 at @AgInArk. To learn about extension programs in Arkansas, contact your local Cooperative Extension Service agent or visit uaex.uada.edu.
About the Division of Agriculture
The University of Arkansas System Division of Agriculture’s mission is to strengthen agriculture, communities, and families by connecting trusted research to the adoption of best practices. Through the Agricultural Experiment Station and the Cooperative Extension Service, the Division of Agriculture conducts research and extension work within the nation’s historic land grant education system.
The Division of Agriculture is one of 20 entities within the University of Arkansas System. It has offices in all 75 counties in Arkansas and faculty on three campuses.
The University of Arkansas System Division of Agriculture offers all its Extension and Research programs to all eligible persons without regard to race, color, sex, gender identity, sexual orientation, national origin, religion, age, disability, marital or veteran status, genetic information, or any other legally protected status, and is an Affirmative Action/Equal Opportunity Employer.
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