Editorial Review Boards: 

1. Production and Operations Management, 2025-present

2. Journal of the Academy of Marketing Science, 2025-present.

Publications   * Indicates equal authorship

Journal Papers

1. Avni Shah* and Xinlong Li*, "The Last Hurrah Effect: End-of-Period Temporal Landmarks Increase Financial Risk-Taking," Journal of Marketing Research, 2025.

2. Xinlong Li and Andrew Ching, "How Does a Firm Adapt in a Changing World: The Case of Prosper Marketplace,"  Marketing Science, 2024.

3. Xi  Li and Xinlong Li, "The Bright Side of Inequity Aversion," Management Science, 2023.

4. Ruoding Wang, Eunsoo Kim and Xinlong Li, "# Gifted: the impact of influencer gifting strategy in influencer marketing,", International Journal of Advertising, 2025.

5. Trevor van Mierlo, Xinlong Li, Andrew Ching and Doug Hyatt, "Demographic and Indication-specific Characteristics Have Limited Association with Social Network Engagement: Evidence From Four Healthcare Support Groups," Journal of Medical Internet Research, 2017.

Conference Papers

1. “Cognitive Mechanisms in Loan Marketing: Insights from Concept Mappings,” (with Rui Mao, Tao Wang, Xulang Zhang, and Erik Cambria, Accepted, CogSci 2025)

Books

1. Zhang, Rui and Li, Xinlong (2025). Wine Marketing. Beijing: Science Press.

Working Papers

1. "Goodbye My Friends and Goodbye My Career: Evidence from the Movie Industry," (with Andrew Ching, revise and resubmit at Management Science).

2. "Crowds, Energy, and Mobility: Evidence from Natural Experiments in NYC and China," (with Huachao Gao, Shane Wang and Praveen Kopalle,  revise and resubmit at Journal of Consumer Research).

3. "An Interpretable Preference Learning Model Admitting Dynamic and Context-Dependent Preferences," (with Zice Ru, Jiapeng Liu, Miłosz Kadziński and Xiuwu Liao, revise and resubmit at INFORMS Journal on Computing) 

4.  "When AI Meets Art: the Algorithm Appreciation Effect in Creative Content" (with Peiwen Xie, under review at Production and Operations Management).

5. "From Threat to Opportunity: How Offline Stores Compete Amid Online-to-Offline Disruption" (with JeongEun Yoo and Jong Yeob Kim, under review at Journal of Marketing Research).

6.  "Not So Timely: Screen-On Push Notifications and User Engagement" (with Xuhang Fan, Sihan Li and Zemin Zhong)

7. "The Gambler's and Hot-hand Fallacies in Peer-to-peer Lending," (with Xi Li).

8. "The Bandwagon Effect: Can A Trophy Tame Internet Trolls?" (with Xinying Hao).

Work in Progress

1. How Much Does Air Cost?

2. Getting Incentives Right for Service Employees: Evidence from a Gasoline Retail Chain (With Steven Lu, Sridhar Moorthy and Mengze Shi).