Li Jiang

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Li Jiang

Assistant Professor of Marketing


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). She received her Ph.D. in Marketing from the Anderson School of Management at UCLA. Her research focuses on the social issues that arise from technological progress, and technology's impact on consumption patterns and privacy. She specializes in two primary areas: (1) information privacy, an interdisciplinary field emphasizing the ethical management of personal data, and (2) empowering consumers to navigate emotion-laden decisions.

In the first research stream, she examines the factors influencing individuals' decisions to share or withhold personal information. Additionally, she investigates the impact of privacy regulations and privacy-enhancing technologies. This line of inquiry has resulted in publications in top scholarly journals, including the Journal of Marketing Research (UTD24, FT50, ABS4*), Journal of Service Research (ABS4), and Journal of Experimental Psychology: Applied (ABS4).

In her second research stream, she investigates consumer reactions to negatively emotion-laden decisions, explores individual differences that moderate these effects, and designs interventions to empower consumers. This research has led to publications in top journals including the Journal of Consumer Research (UTD24, FT50, ABS4*), Personality and Social Psychology Bulletin (ABS4), and Management Science (UTD24, FT50, ABS4*).

She has also published in practitioner journals such as Harvard Business Review.  Additionally, her research has garnered considerable media attention, with coverage in over 60 outlets, including Time, Science Daily, Scientific American, Springer, Hearst, American Marketing Association, 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., 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, 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.

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.