Research

RESEARCH INTERESTS: I am interested in helping marketers improve product, pricing, and channel decisions by leveraging consumers' data (e.g., purchase histories, profiles) and behavioral biases (e.g., fairness concerns, self-control problems, status preferences, and loss aversion).

SUBSTANTIVE AREAS: behavior-based targeting, product design, channel coordination in Marketing-OM interface

RESEARCH METHODS: game theory, behavioral economics, empirical modeling

PUBLISHED OR ACCEPTED PAPERS:

  1. Li, Krista J. (2021), "Product and Service Innovation with Customer Recognition," Decision Sciences, forthcoming. pdf

2. Li, Krista J. and Jianqiang Zhang (2021), "How Does Customer Recognition Affect Service Provision?" International Journal of Research in Marketing, forthcoming. pdf

3. Zhang, Jianqiang and Krista J. Li (2021), "Quality Disclosure under Consumer Loss Aversion," Management Science, forthcoming. pdf

4. Li, Krista J. (2021), "Behavior-Based Quality Discrimination," Manufacturing & Service Operations Management, 23(2), 425–436. pdf

5. Li, Xi, Krista J. Li, and Xin (Shane) Wang (2020), "Transparency of Behavior-Based Pricing," Journal of Marketing Research, 57(1), 78-99. pdf

6. Li, Krista J. and Yan (Lucy) Liu (2019), "Same or Different? An Aesthetic Design Question," Production and Operations Management, 28(6), 1465-1485. pdf

7. Li, Krista J. (2019), "Status Goods and Vertical Line Extensions," Product and Operations Management, 28(1), 103-120. pdf

8. Li, Krista J. (2018), "Behavior-Based Pricing in Marketing Channels," Marketing Science, 37(2), 310-326. pdf

9. Jain, Sanjay and Krista J. Li (2018), "Pricing and Product Design for Vice Goods: A Strategic Analysis," 37(4), 592-610, Marketing Science. pdf

10. Liu, Yan, Krista J. Li, Allan Chen, Subramanian Balachander (2017), "The Effects of a Product's Aesthetic Design on Demand and Marketing Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency," Journal of Marketing, 81(1), 83-102. pdf - Media Coverage: AMA Scholarly Insights Science Daily

11. Li, Krista J. and Sanjay Jain (2016), "Behavior-Based Pricing: An Analysis of the Impact of Peer-Induced Fairness," Management Science, 62(9), 2705-2721. pdf

SELECTED WORKING PAPERS*:

12. Li, Xi, Krista J. Li, and Yan Xiong, Under 3rd-Round Review, Marketing Science.

13. Bu, Juan, Eric Zhao, Krista J. Li, and Joanna Li, Under 3rd-Round Review, Strategic Management Journal.

14. Li, Xi and Krista J. Li, Revising for 2nd-Round Review, Journal of Marketing Research.

15. Li, Krista J., Jianqiang Zhang, and Richard Schaefer, Revising for 2nd-Round Review, Production and Operations Management.

*Titles of the working papers are hidden to protect the double-blind review process.

BOOK CHAPTER:

  • Shankar, Venkatesh and Krista J. Li (2014), “Leveraging Social Media in the Pharmaceutical Industry,” Innovation and Marketing in the Pharmaceutical Industry (International Series in Quantitative Marketing Vol 20.), Min Ding, Jehoshua Eliashberg, and Stefan Stremersch (eds.), Springer. link