Charis Li, PhD

Consumers make judgments and decisions with a heart.

I study what pulls their heartstrings, such as the motivation to preserve meaningful memories, the acts of charitable deeds, and the conflict between the heart and the mind.

I use lab and field experiments to address my research questions, which include:

• How to encourage owners to join the Sharing Economy?
• How to sell used cars?
• How to thin out, let go, and move on?
• How to make people donate?