Krista J. Li

Welcome to my website!

I am an Associate Professor of Marketing and Weimer Faculty Fellow at the Kelley School of Business at Indiana University. In my research, I apply game-theoretic and empirical models to examine how marketers improve product, pricing, and channel decisions by leveraging consumers' data (e.g., purchase histories, profiles) and behavioral biases (e.g., fairness concerns, self-control problems, status preferences, and loss aversion).

My research has appeared in Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Manufacturing and Service Operations Management, Production and Operations Management, Strategic Management Journal, International Journal of Research in Marketing, and Decision Sciences. I serve as an Associate Editor at Marketing Science and I also serve on the Editorial Review Board of Journal of Marketing Research and Decision Sciences Journal. I was selected as a Marketing Science Institute Young Scholar in 2021, a title awarded to “potential leaders of the next generation of marketing academics.”

I have taught undergraduate, MBA, EMBA, and Ph.D. courses. For seven years, I worked in the marketing consulting industry for clients in consumer packaged goods, automotive, retail, telecommunications, and pharmaceutical industries.

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