Roland Gau

Dr. Roland Gau

Assistant Professor of Marketing
Marketing and Management Department
College Of Business Administration 228
(915) 747-6036


Consumer Behavior, Decision Making, Information Processing, Expertise, Creativity, Innovation, Base of the Pyramid, Subsistence Marketplaces, Poverty Alleviation, Sustainability, Literacy, Transformative Consumer Research


Roland Gau is an Assistant Professor of Marketing at UTEP. He graduated from the University of Illinois at Urbana-Champaign in 2009, and was a visiting professor at Tulane University in New Orleans, LA, prior to starting at UTEP. Roland's research focuses on cognitive aspects of consumer decision making, with a focus on decisions under constraint (i.e., low-literacy, subsistence) across a variety of contexts, including sustainability, health and nutrition, and financial literacy. His work has been published in the Journal of Consumer Psychology, the Journal of Public Policy and Marketing, the Journal of Business Research, and the Journal of Macromarketing. His 2009 Journal of Public Policy and Marketing article "Understanding and Facilitating the Usage of Nutritional Labels by Low-Literate Consumers," was awarded the 2010 Thomas C. Kinnear / Journal of Public Policy and Marketing Award, given to the article with the most significant contribution to the understanding of public policy and marketing issues from 2007-09.