Assistant Professor of Marketing
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 the social issues that arise from technological progress, and technology's impact on consumption patterns and privacy. She received her Ph.D. in Marketing from the Anderson School of Management at UCLA. Her work has been published in Management Science, Journal of Marketing Research, Journal of Consumer Research, Personality and Social Psychology Bulletin, Journal of Experimental Psychology Applied, and several top business and psychology journals. She has received media coverage from Time, Science Daily, and Scientific American, among others.
- The Early Impact of GDPR Compliance on Display Advertising: The Case of an Ad Publisher. Forthcoming at Journal of Marketing Research.
- Jiang, L., & 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
- Jiang, L., John, L., Boghrati, R., & Kouchaki, M. (2022). Fostering Perceptions of Authenticity via Sensitive Self-Disclosure. Journal of Experimental Psychology: Applied, 28(4), 898–915.
- 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.