Xilin Li

Xilin Li serves as Assistant Professor of Marketing at Cheung Kong Graduate School of Business (CKGSB) in Beijing. Previously, she held an Assistant Professor position at China Europe International Business School (CEIBS). Her academic foundation includes a Ph.D. in Behavioral Science and an MBA from the University of Chicago Booth School of Business (2022).

Her research centers on Consumer Behavior, Judgment and Decision-Making, exploring cognitive biases, framing effects, and behavioral anomalies in economic contexts. Key contributions examine marginal utility psychology, counterfactual communication, strategic interactions, and relevance insensitivity frameworks. Her work bridges marketing, psychology, and economics through rigorous experimental methodologies.

Professor Li's publications span top-tier journals including Management Science (UTD24), Journal of Marketing Research (FT50), Journal of Consumer Research, PNAS, and Journal of Personality and Social Psychology. Her research demonstrates consistent interdisciplinary impact across business and social sciences.

• China’s national-level Youth Talent Program for Overseas High-Level Talents (2023)
• Shanghai Overseas High-Level Talent Introduction Program (2023)

She actively presents at premier conferences including the Society for Judgment and Decision Making and Association for Consumer Research. Her recent thought leadership addresses entrepreneurial resilience, AI-driven healthcare innovation, and global market dynamics through CKGSB Knowledge publications.