Yexin Jessica Li

Yexin Jessica Li
  • Dean's/Frank S. Pinet Professor
  • 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

Li, Y., Jain, S., Jain, S. (2022). Sustaining Livelihoods or Saving Lives? Economic System Justification in the Time of COVID-19. Journal of Business Ethics.
Li, Y., Haws, K., Griskevicius, V. (2019). Parenting Motivation and Consumer Decision-Making. The Journal of Consumer Research - Issue 5 | Volume 45.
Wang, Z., Singh, S., Li, Y., Mishra, S., Ambrose, M., Biernat, M. (2017). Effects of Employees’ Positive Affective Displays on Customer Loyalty Intentions: An Emotions-as-Social-Information Perspective. The Academy of Management Journal - Issue 1 | Volume 60.