Yexin Jessica Li

Yexin Jessica Li
  • Associate Professor
  • Jack and Shirley Howard Mid-Career Professor
  • Dean's/Frank S. Pinet Fellow
  • Marketing and Business Law academic area

Contact Info

Capitol Federal Hall, Room 3126


Ph.D., Arizona State University
B.S., Cornell University


Research interests:

  • Goals and Motivation
  • Social Cognition
  • Number Perception
  • Evolutionary Psychology
  • Consumer Decision-Making


Teaching interests:

  • Consumer Behavior
  • Promotional Strategy
  • Integrated Marketing Communications

Selected Publications

Yin, M., Li, Y. J., & Sing, S. (2020). Coins Are Cold and Cards Are Caring: The Effect of Pregiving Incentives on Charity Perceptions, Relationship Norms, and Donation Behavior [Journal Articles]. Journal of Marketing, 84(6).
Cialdini, R., Li, Y. J., Samper, A., & Wellman, E. (2019). How Bad Apples Promote Bad Barrels: Unethical Leader Behavior and the Selective Attrition Effect [Journal Articles]. Journal of Business Ethics. Accepted/In Press.
Li, Y. J., Haws, K., & Griskevicius, V. (2019). Parenting Motivation and Consumer Decision Making [Journal Articles]. Journal of Consumer Research, 45(5), 1117–1137.
Wang, Z., Singh, S. N., Li, Y. J., Mishra, S., Ambrose, M., & Biernat, M. (2017). Effects of Employees’ Positive Affective Displays on Customer Loyalty Intentions and Service Evaluations: An Emotions-as-Social-Information Perspective [Journal Articles]. Academy of Management Journal, 60(1), 109–129.
Wang, Z., Mao, H., Li, Y. J., & Liu, F. (2017). Smile Big or Not? Effects of Smile Intensity on Perceptions of Warmth and Competence [Journal Articles]. Journal of Consumer Research, 43(5), 787–805.
Choi, J., Li, Y. J., Priyamvadha  Rangan, Chatterjee, P., & Singh , S. N. (2014). The Odd-Ending Price Justification Effect: The Influence of Price-Endings on Hedonic and Utilitarian Consumption [Journal Articles]. Journal of the Academy of Marketing Science, 42(5), 545–557.
Lee, K., Choi, J., & Li, Y. J. (2014). Regulatory Focus as a Predictor of Attitudes Toward Partitioned and Combined Pricing [Journal Articles]. Journal of Consumer Psychology, 24(3), 355–362.
White, A. E., Li, Y. J., Griskevicius, V., Neuberg, S. L., & Kenrick, D. T. (2013). Putting all your eggs in one basket: Life-history strategies, bet hedging, and diversification [Journal Articles]. Psychological Science, 24(5), 715–722.
Li , Y. J., Kenrick, D. T., Griskevicius, V., & Neuberg, S. L. (2012). Economic decision biases and fundamental motivations: How mating and self-protection alter loss aversion [Journal Articles]. Journal of Personality and Social Psychology, 102(3), 550–561.
White, A. E., Kenrick, D. T., Li, Y. J., Mortensen, C. R., Neuberg, S. L., & Cohen, A. B. (2012). When nasty breeds nice: Threats of violence amplify agreeableness at national, individual, and situational levels [Journal Articles]. Journal of Personality and Social Psychology, 103(4), 622–634.
Choi, J., Li, Y. J., & al., et. (accepted/in press). Opposites Attract: Impact of Background Color on Effectiveness of Emotional Charity Appeals [Journal Articles]. International Journal of Research in Marketing .
Choi (joint first author), J., Li (joint first author), Y. J., & Samper (joint first author), A. (published). The Influence of Health Motivation and Calorie-Ending on Preferences for Indulgent Foods [Journal Articles]. Journal of Consumer Research, 46(3), 606–619.