Close Relationships Interest Group

Jessica Li

School of Business - Business, Marketing & Business Law
Associate Professor
Jack and Shirley Howard Mid-career Professorship
Primary office:
Capitol Federal Hall, 3126
University of Kansas
1654 Naismith Drive
Lawrence, KS 66045-7601


Jessica Li is an interdisciplinary researcher whose work focuses on the social and motivational forces that shape consumer perception and decision-making. Her research examines questions like "What role does motivation play in price perception?" "What cues influence fundamental social judgments of marketers and firms?" "How are economic decision biases interactively affected by consumer motives and the social environment?" Her research has been published in top psychology and business journals, including the Journal of Consumer Research, Journal of Marketing, Journal of Personality and Social Psychology, Journal of Consumer Psychology, JAMS, IJRM, Psychological Science, and the Academy of Management Journal.


Teaching Interests

  • Consumer Behavior
  • Promotional Strategy
  • Integrated Marketing Communications

Research Interests

  • Goals and Motivation
  • Social Cognition
  • Number Perception
  • Evolutionary Psychology
  • Consumer Decision-Making

Selected Publications

Yin, M., Li, Y. J., & Sing, S. (2020). Coins Are Cold and Cards Are Caring: The Effect of Pregiving Incentives on Charity Perceptions, Relationship Norms, and Donation Behavior [Journal Articles]. Journal of Marketing, 84(6).
Cialdini, R., Li, Y. J., Samper, A., & Wellman, E. (2019). How Bad Apples Promote Bad Barrels: Unethical Leader Behavior and the Selective Attrition Effect [Journal Articles]. Journal of Business Ethics. Accepted/In Press.
Li, Y. J., Haws, K., & Griskevicius, V. (2019). Parenting Motivation and Consumer Decision Making [Journal Articles]. Journal of Consumer Research, 45(5), 1117–1137.
Wang, Z., Singh, S. N., Li, Y. J., Mishra, S., Ambrose, M., & Biernat, M. (2017). Effects of Employees’ Positive Affective Displays on Customer Loyalty Intentions and Service Evaluations: An Emotions-as-Social-Information Perspective [Journal Articles]. Academy of Management Journal, 60(1), 109–129.
Wang, Z., Mao, H., Li, Y. J., & Liu, F. (2017). Smile Big or Not? Effects of Smile Intensity on Perceptions of Warmth and Competence [Journal Articles]. Journal of Consumer Research, 43(5), 787–805.
Choi, J., Li, Y. J., Priyamvadha  Rangan, Chatterjee, P., & Singh , S. N. (2014). The Odd-Ending Price Justification Effect: The Influence of Price-Endings on Hedonic and Utilitarian Consumption [Journal Articles]. Journal of the Academy of Marketing Science, 42(5), 545–557.
Lee, K., Choi, J., & Li, Y. J. (2014). Regulatory Focus as a Predictor of Attitudes Toward Partitioned and Combined Pricing [Journal Articles]. Journal of Consumer Psychology, 24(3), 355–362.
White, A. E., Li, Y. J., Griskevicius, V., Neuberg, S. L., & Kenrick, D. T. (2013). Putting all your eggs in one basket: Life-history strategies, bet hedging, and diversification [Journal Articles]. Psychological Science, 24(5), 715–722.
Li , Y. J., Kenrick, D. T., Griskevicius, V., & Neuberg, S. L. (2012). Economic decision biases and fundamental motivations: How mating and self-protection alter loss aversion [Journal Articles]. Journal of Personality and Social Psychology, 102(3), 550–561.
White, A. E., Kenrick, D. T., Li, Y. J., Mortensen, C. R., Neuberg, S. L., & Cohen, A. B. (2012). When nasty breeds nice: Threats of violence amplify agreeableness at national, individual, and situational levels [Journal Articles]. Journal of Personality and Social Psychology, 103(4), 622–634.
Choi, J., Li, Y. J., & al., et. (accepted/in press). Opposites Attract: Impact of Background Color on Effectiveness of Emotional Charity Appeals [Journal Articles]. International Journal of Research in Marketing .
Choi (joint first author), J., Li (joint first author), Y. J., & Samper (joint first author), A. (published). The Influence of Health Motivation and Calorie-Ending on Preferences for Indulgent Foods [Journal Articles]. Journal of Consumer Research, 46(3), 606–619.

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