معرفی
Xiuping Li is an Associate Professor of Marketing at the National University of Singapore (NUS Business School). She currently serves as Deputy Head of the Marketing Department since January 2023. Her academic career began with a PhD in Marketing from the University of Toronto (2006), preceded by a Master of Management (2001) and Bachelor of Arts (Economics) from Dalian University of Science & Technology (1999).
Her research focuses on consumer judgment and decision-making, particularly exploring topics like intertemporal choice, brand evaluation, and the impact of physiological states on consumption. Notable contributions include studies on the effects of social exclusion on advertising persuasion, the role of unpacking in calorie budgeting, and leveraging user-generated content for product promotion.
Her work spans prestigious journals such as Journal of Consumer Research, Management Science, and Journal of Marketing Research. Key areas of investigation include consumer behavior under motivational states, cross-cultural marketing dynamics, and the psychological mechanisms behind consumer choices.
Xiuping Li has secured research grants from institutions including the National Natural Science Foundation of China and the University Research Committee of the University of Hong Kong, supporting projects on ad choice effects and video advertising effectiveness.
