Charis Li

Charis Li serves as Assistant Professor of Marketing and Academic Director of the Doctorate in Business Administration (DBA) at Grenoble Ecole de Management, where she investigates psychological mechanisms shaping consumer behavior in evolving marketplaces through identity, generosity, and visual processing frameworks.

Her academic credentials include:

• Master of Science in Behavioral Economics from University of Wisconsin
• PhD in Marketing from University of Florida

Research focuses on consumer psychology in critical domains: examining how visual processing influences sharing economy participation through eye-tracking and VR methodologies, analyzing generosity mechanisms in sustainable consumption patterns, and evaluating pedagogical innovations in management education. Her interdisciplinary approach bridges experimental psychology with real-world business applications across social media and sustainability contexts.

As DBA Academic Director, she mentors doctoral candidates while teaching research methods and sustainability courses across all academic levels. Her leadership integrates quantitative (machine learning, field experiments) and qualitative (netnography, interviews) methodologies to address contemporary marketplace challenges.