Chen Li

Chen Li is an Assistant Professor in the Department of Marketing at the University of Wisconsin Oshkosh. She holds a Ph.D. from Drexel University (2021), an MS from Johns Hopkins University (2013), and a BS from Hunan University (2010). Her research focuses on consumer behavior in loyalty programs, marketing channels, and behavioral economics.

• Education:
  • Ph.D., Drexel University, 2021
  • MS, Johns Hopkins University, 2013
  • BS, Hunan University, 2010

Chen Li's research investigates how point redemption mechanisms, marketing channels, and customer relationship characteristics interact to shape consumer behavior in loyalty programs. She explores cross-partner dynamics in coalition loyalty programs and the strategic implications for service providers.

Her recent publications highlight trends in loyalty program design, emphasizing the role of marketing channels (2020–2021) and customer relationship attributes (2024–2025). The articles span subfields including behavioral economics, multi-channel marketing, and consumer engagement strategies.