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  • Yexin Jessica Li

Yexin Jessica Li

Associate Professor
Jack and Shirley Howard Mid-career Professorship
Primary office:
Capitol Federal Hall
Room 3126
University of Kansas


Academic Area



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

Teaching Interests

  • Consumer Behavior
  • Promotional Strategy
  • Integrated Marketing Communications

Research Interests

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

Selected Publications

Li, Y. J., Haws, K. & Griskevicius, V. (2019). Parenting Motivation and Consumer Decision Making. 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. 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 of Consumer Research, 43(5), 787-805.

Lee, K. Choi, J. & Li, Y. J. (2014). Regulatory Focus as a Predictor of Attitudes Toward Partitioned and Combined Pricing. Journal of Consumer Psychology, 24(3), 355-362.

Choi, J. Li, Y. J., Chatterjee, P. & Singh, S. N. (2014). The Odd-Ending Price Justification Effect: The Influence of Price-Endings on Hedonic and Utilitarian Consumption. Journal of the Academy of Marketing Science, 42(5), 545-557.

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. 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 of Personality and Social Psychology, 102(3), 550-561.

Li, Y. J., Johnson, K. A., Cohen, A. B., Williams, M. Knowles, E. D., & Chen, Z. (2012). Fundamental(ist) attribution error: Protestants are dispositionally focused. Journal of Personality and Social Psychology, 102(2), 281-290.

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 of Personality and Social Psychology, 103(4), 622-634.

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