Li Jiang

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Li Jiang

Assistant Professor of Marketing


Contact:

2201 G Street NW Washington, D.C. 20052

Li Jiang is an assistant professor of marketing at the George Washington University School of Business (GWSB). Dr. Jiang joined GW in fall 2018, and her research focuses on consumer behavior in the growing digital domain, especially psychology of technology, information search and disclosure, and privacy. She received her Ph.D. in Marketing from the Anderson School of Management at UCLA. Her work has been published in Management SciencePersonality and Social Psychology Bulletin, and several top business and psychology journals. She has received media coverage from TimeScience Daily, and Scientific American, among others.

 


  • Jiang, L., and Carstensen L. L. (2023). COVID-19 Reduced Age Differences in Social Motivation. Accepted.
  • Jiang, L., John, L. K., & Kouchaki, M. (2023). Weakness is Strength: Revealing Weaknesses Boosts Leaders’ Perceived Authenticity. Harvard Business Review.
  • Jiang, L., John, L. Boghrati, R. & Kouchaki, M. (2022) Fostering perceptions of authenticity via sensitive self-disclosure. Journal of Experimental Psychology: Applied.
  • Kim, T. W., Jiang, L., Duhachek, A. et al. (2022). Do You Mind if I Ask You a Personal Question? How AI Service Agents Alter Consumer Self-Disclosure. Journal of Service Research, 25(4), 649-666.
  • Drolet, A., Luce, M. F., Jiang, L. et al. (2021). The preference for moderation scale. Journal of Consumer Research, 47(6), 831-854.
  • Drolet, A., Jiang, L., Pour Mohammad, A., & Davis, C. (2019). The Influence of Aging on Consumer Decision‐Making. Consumer Psychology Review, 2(1), 3-16.
  • Jiang, L., Drolet, A., & Kim, H. S. (2018). Age and Social Support Seeking: Understanding the Role of Perceived Social Costs to Others. Personality and Social Psychology Bulletin, 44(7), 1104-1116.
  • Carlin, B. I., Jiang, L., & Spiller, S. A. (2018). Millennial-style learning: Search intensity, decision making, and information sharing. Management Science, 64(7), 3313-3330.

BADM 3401 - Contemporary Marketing Management

This is the introductory marketing course that is required for business majors, but has attracted students from all disciplines. This course is a foundation of advanced marketing courses, and covers 20 book chapters. The topics include market research, consumer behavior, market strategy, product, pricing, distribution channel, promotion, etc. This course combines theoretical framework with practical exercise, and emphasizes critical thinking and experiential learning.

MKTG 3142 - Consumer Behavior

Consumer behavior is the study of how and why individuals and groups make purchasing decisions. The course incorporates psychology, sociology, and anthropology perspectives, and teaches students ways to research customer behavior so that it can be used to enhance their marketing strategy.

MKTG 6242 Buyer Behavior

This is an MBA course. The course incorporates psychology, sociology, and anthropology perspectives, and teaches students ways to research customer behavior so that it can be used to enhance their marketing strategy.