Yexin Jessica Li

Yexin Jessica Li is a Professor in the Department of Marketing and Business Law at the University of Kansas School of Business. Her research spans consumer decision-making, social cognition, evolutionary psychology, and behavioral economics. She holds a Ph.D. from Arizona State University and a B.S. from Cornell University.

• Education:
  • Ph.D., Arizona State University
  • B.S., Cornell University

Li's research investigates how fundamental motivations (e.g., mating, self-protection) influence economic decisions, the role of social norms in ethical behavior, and perceptual biases in consumer choices. Her work bridges evolutionary psychology and marketing strategy, particularly in charitable giving and pricing dynamics.

Recent publications analyze COVID-19's impact on ethical consumption, price-ending effects, and emotional displays in service interactions. Her studies often integrate interdisciplinary frameworks from psychology, economics, and ethics.

Teaching interests include consumer behavior, promotional strategy, and integrated marketing communications, reflecting her focus on applied behavioral insights in business contexts.