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  • Yexin Jessica Li

Yexin Jessica Li

Assistant Professor
Primary office:
Capitol Federal Hall
Room 3126
University of Kansas

Academic Areas

Marketing and Consumer Behavior


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

Wang, Z., Singh, S. N., Li, Y. Jessica, Mishra, S., Ambrose, M., & Biernat, M. (in press). Effects of Employees’ Emotional Labor Strategies on Customers’ Loyalty Intentions and Service Evaluations: An Emotions as Social Information Perspective. Academy of Management Journal, forthcoming.

Wang, Z., Mao, H., Li, Y. Jessica, & 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.

Choi, J., Li, Y. Jessica, 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.

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

White, A. E., Li, Y. Jessica, 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.

White, A. E., Kenrick, D. T., Li, Y. Jessica, 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.

Li, Y. Jessica, 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. Jessica, 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.

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