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, 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, vol.19(2): e40, 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.  "When AI Meets Art: the Algorithm Appreciation Effect in Creative Content" (with Peiwen Xie)

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

4.  "From Threat to Opportunity: How Offline Stores Compete Amid Online-to-Offline Disruption" (with JeongEun Yoo and Jong Yeob Kim)

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

6. "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).