Krista J. Li 李娇阳

Blanche "Peg" Philpott Professor
Associate Professor of Marketing
Kelley School of Business, Indiana University
Associate Editor, Marketing Science
Associate Editor, Journal of Marketing
Senior Editor, Production and Operations Management
Associate Editor, Decision Sciences Journal

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Krista Li is Blanche “Peg” Philpott Professor and Associate Professor of Marketing at the Kelley School of Business at Indiana University. Her research contributes to theory and practice on how firms improve marketing strategies by leveraging information (e.g., consumers’ purchase history data, private information about product quality) and behavioral biases (e.g., present bias, loss aversion, fairness, and status preferences). Her research also guides public policy-making in socially important sectors (e.g., healthcare, product safety and liability, privacy and data regulations)

Krista’s research has appeared in Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Manufacturing and Service Operations Management, Production and Operations Management, and Strategic Management Journal. Her paper was a finalist for the Best Marketing Paper Award in Management Science. Krista serves as an Associate Editor for Marketing Science, Journal of Marketing, Decision Sciences Journal, a Senior Editor for Production and Operations Management, and a member of the Editorial Review Board for the Journal of Marketing Research. She was selected as a Marketing Science Institute Young Scholar in 2021, a title awarded to “potential leaders of the next generation of marketing academics.” Krista received the inaugurate Marketing Science Service Award as an Associate Editor in 2023.

Research Interests
  • Behavior-based pricing
  • Behavioral game theory
  • Product design
  • Marketing-Operatons interface
Education
  • Ph.D. Marketing, Texas A&M University, 2016
  • M.A. International Economics, Yale University
  • B.B.A. Marketing, Lingnan University

Honors & Impact

EDITORIAL APPOINTMENTS

  • Associate Editor, Marketing Science, October 2021 – present
  • Inaugurate Marketing Science Service Award as an Associate Editor, 2022
  • Associate Editor, Journal of Marketing, March 2023 – present
  • Senior Editor, Production and Operations Management, February 2023 – present
  • Associate Editor, Decision Sciences Journal, August 2023 – present
  • Editorial Review Board, Journal of Marketing Research, 2021 – present
  • Editorial Review Board, Decision Sciences Journal, 2020 – 2023

SERVICE TO THE PROFESSION

  • INFORMS Society for Marketing Science (ISMS) Advisory Council, 2024
  • INFORMS Society for Marketing Science (ISMS) Doctoral Dissertation Awards Selection Committee, 2023
  • Reviewer, Marketing Science Institute (MSI) Alden G. Clayton Doctoral Dissertation Proposal Competition, 2022, 2023
  • Invited Faculty Fellow, ISMS Marketing Science Conference Doctoral Consortium, 2022, 2023, 2024
  • Invited Faculty Fellow, AMA-Sheth Foundation Doctoral Consortium, 2021, 2022

SEMINAR PRESENTATIONS

  1. Lingnan University, Hong Kong, June 2024
  2. The Chinese University of Hong Kong, Shenzhen, March 2024
  3. West Virginia University, October 2023
  4. University of Florida, September 2023
  5. Southwest Jiaotong University, July 2023
  6. Johns Hopkins University, April 2023
  7. Department of Business Economics & Public Policy, Indiana University, April 2023
  8. University of Illinois Urbana-Champaign, April 2023
  9. Purdue University, March 2023
  10. Kelley Research Week, Faculty Research Spotlight Speaker, January 2023
  11. Payne Research Symposium, University of Arizona, December 2022
  12. The Wharton School, University of Pennsylvania, November 2022
  13. Beijing Institute of Technology, November 2022
  14. Xidian University, November 2022
  15. Southeast University, October 2022
  16. Jiangnan University, October 2022
  17. Imperial College London, May 2022
  18. University of Minnesota, April 2022
  19. University of Pittsburgh, March 2022
  20. Lingnan University, December 2021
  21. Huazhong Agricultural University, November 2021
  22. Shandong University, October 2021
  23. University of Iowa, September 2021
  24. Xiamen University, September 2021
  25. University of Science and Technology of China, March 2021
  26. University of Washington, January 2021
  27. Fudan University, January 2021
  28. Boston College, September 2020
  29. University of Maryland (cancelled due to COVID-19)
  30. City University of Hong Kong, May 2020
  31. Marketing Department Doc Day, Indiana University, February 2020
  32. The Wharton School, University of Pennsylvania, October 2019
  33. University of Florida, January 2020
  34. Western University, January 2020
  35. University of California at Riverside, October 2019
  36. Georgetown University, September 2019
  37. University of Notre Dame, May 2019
  38. Texas A&M University, February 2019
  39. Emory University, November 2015
  40. Harvard University, October 2015
  41. Indiana University, September 2015
  42. Rutgers University, September 2015
  43. Michigan State University, September 2015
  44. University of Alberta, September 2015
  45. North Carolina State University, September 2015
 CONFERENCE PRESENTATIONS
  1. Webinar Series on Credence Goods and Expert Markets, October 2024
  2. Host, ISMS Women in Quantitative Marketing Lunch, June 2024
  3. ISMS Marketing Science Conference, June 2024
  4. Societal Impact Driven Marketing Conference, March 2024
  5. Discussant, 18th Annual Frank M. Bass UTD FORMS Conference, February 2024
  6. Host, ISMS Women in Quantitative Marketing Lunch, June 2023
  7. ISMS Marketing Science Conference, June 2023
  8. Society for Consumer Psychology Annual Conference, March 2023
  9. 2023 AMA Winter Academic Conference, February 2023
  10. 22nd International Marketing Trends Congress, January 2023
  11. 2022 INFOMRS Annual Meeting, October 2022
  12. Discussant, Summer Institute in Competitive Strategy, University of California at Berkeley, June 2022
  13. MSI Young Scholar Conference, June 2022
  14. Distinguished Speaker, International Business Congress, May 2022
  15. POMS 2022 Annual Conference, April 2022
  16. AMA Winter Academic Conference, February 2022
  17. Global Institute for Artificial Intelligence and Business Analytics, Temple University, January 2022
  18. 2021 Conference on Artificial Intelligence, Machine Learning, and Business Analytics, December 2021
  19. INFORMS 2021 Annual Meeting, October 2021
  20. Distinguished Speaker, Doctoral Consortium of the China Marketing International Conference, August 2021
  21. Faculty Fellow and session chair, 2021 AMA-Sheth Foundation Doctoral Consortium, August 2021
  22. Panelist, AMA DocSIG Panel Series, August 2021
  23. AMA Marketing + Public Policy Conference, June 2021
  24. The 43rd ISMS Marketing Science Conference, June 2021
  25. INFORMS Annual Meeting, November 2020
  26. AMA Summer Academic Conference, August 2020
  27. China Marketing International Conference, June 2020
  28. Indiana-wide COVID19 Research Conference, June 2020
  29. The 42nd ISMS Marketing Science Conference, Duke University, June 2020
  30. Production and Operations Management Conference, Washington DC, May 2019
  31. Department of Operations & Decision Technologies, Indiana University, April 2019
  32. American Marketing Association Winter Conference, February 2019
  33. American Marketing Association Winter Conference, February 2019
  34. ETH/NYU Design Conference, New York University, May 2017
  35. American Marketing Society Conference, May 2016
  36. INFORMS Marketing Science Conference, June 2014

AWARDS & HONORS

  • Finalist, Best Marketing Paper in Management Science, November 2023.
  • Inaugurate Marketing Science Service Award as an Associate Editor, February 2023.
  • 2021 Kelley School of Business Research Award, Indiana University, November 2022.
  • Faculty Panelist, ISMS Doctoral Consortium, June 2022.
  • Faculty Fellow, AMA-Sheth Foundation Doctoral Consortium, University of Texas at Austin, June 2022
  • Session Organizer, Marketing and Operations Management Track, 2022 POMS Annual Conference, April 2022.
  • Female Scholar, Designing a Career in the Marketing Academy, November 2021.
  • Faculty Fellow, AMA-Sheth Foundation Doctoral Consortium, Indiana University, August 2021.
  • 2021 MSI Young Scholars, June 2021.
  • Faculty Representative, Mittelstaedt Doctoral Symposium, University of Nebraska – Lincoln, April 2021.
  • Weimer Faculty Fellow, Kelley School of Business, Indiana University, June 2020.
  • Finalist, Chinese Marketing Scholar Best Paper Award, May 2020.
  • Research Follow, Center for the Business of Life Sciences, Kelley School of Business, May 2019.
  • Junior Faculty in Marketing Science, Inaugural Faculty Development Forum, Washington University in St. Louis, May 2019.
  • Early-Career Faculty Consortium Fellow, Marketing Strategy Consortium, Indiana University, January 2019.
  • Marketing Science Institute Young Scholar Research Grant $5,000, May 2017.
  • Finalist, Mary Kay/AMS Dissertation Proposal Competition, May 2016.
  • Dean’s Award for Outstanding Research, Texas A&M University, 2015.
  • Dean’s Award for Outstanding Teaching, Texas A&M University, 2015.
  • Inaugural AMS Doctoral Consortium Fellow, Denver, 2015.
  • AMA-Sheth Doctoral Consortium Fellow, Northwestern University, 2014.
  • INFORMS Doctoral Consortium Fellow, Emory University, 2014.
  • INFORMS Doctoral Consortium Fellow, Boston University, 2012.
  • The Most Distinguished Student of the University Award, Lingnan University.
  • On President’s List Academic Honors, Lingnan University
  • Zonta Club of Kowloon Awards for Outstanding Services
  • Outstanding Service Awards for Hong Kong Tertiary Students
  • Dr. and Mrs. James Tak Wu Awards for Outstanding Service
  • Hong Kong Award for University Women Beryl Wright Memorial Undergraduate Scholarship (awarded to two students out of all undergraduate students in Hong Kong).
  • Champion, Canton Hong Kong & Macau Mandarin Contest (Hong Kong Division)
  • The Hong Kong Jockey Club Full Scholarship for Undergraduate Study in Hong Kong, info (awarded to the 1st group of 27 students selected from Mainland China based on academic record to study in Hong Kong with full scholarship)

Research

Publications

16. Li, Krista J. and Xi Li (2023), “Advance Selling in Marketing Channels,” Journal of Marketing Research, 60(2), 371–387. [pdf]

15. Li, Xi, Krista J. Li, and Yan Xiong (2023), “Channel Coordination of Storable Goods,” Marketing Science, 42(3), 538-550 [pdf]

14. Li, Xi and Krista J. Li (2023), “Beating the Algorithm: Consumer Manipulation, Personalized Pricing and Big-Data Management,” Manufacturing and Service Operations Management, 25(1), 36-49. [pdf]

13. Li, Krista J., Jianqiang Zhang, and Richard Schaefer (2022), “Parallel Imports of Status Goods: A Strategic Analysis of Aesthetic Design,” Production and Operations Management, 31, 2268– 2288. [pdf]

12. Bu, Juan, Eric Zhao, Krista J. Li, and Joanna Li (2022), “Multilevel Optimal Distinctiveness: Examining the Impact of Within- and Between-Organization Distinctiveness of Product Design on Market Performance”, Strategic Management Journal, 43(9), 1793–1822. [pdf]

11. Li, Krista J. (2021), “Product and Service Innovation with Customer Recognition,” Decision Sciences, 1-16. [pdf]

10. Li, Krista J. and Jianqiang Zhang (2021), “How Does Customer Recognition Affect Service Provision?”  International Journal of Research in Marketing, 38(4), 900-914, [pdf]

9. Zhang, Jianqiang and Krista J. Li (2021), “Quality Disclosure under Consumer Loss Aversion,” Management Science, 67(8), 5052-5069. [pdf]

  • Finalist, 2021 Best Marketing Paper in Management Science.

8. Li, Krista J. (2021), “Behavior-Based Quality Discrimination,” Manufacturing & Service Operations Management, 23(2), 425–436. [pdf]

  • Featured in SCM791 Doctoral Seminar on Operations Management at Arizona State University

7. Li, Xi, Krista J. Li, and Xin (Shane) Wang (2020), “Transparency of Behavior-Based Pricing,” Journal of Marketing Research, 57(1), 78-99. [pdf]

6. Li, Krista J. and Yan (Lucy) Liu (2019), “Same or Different? An Aesthetic Design Question,” Production and Operations Management, 28(6), 1465-1485. [pdf]

  • Finalist, Mary Kay AMS Dissertation proposal Competition, May 2016

5. Li, Krista J. (2019), “Status Goods and Vertical Line Extensions,” Product and Operations Management, 28(1), 103-120. [pdf]

4. Li, Krista J. (2018), “Behavior-Based Pricing in Marketing Channels,” Marketing Science, 37(2), 310-326. [pdf]

3. Jain, Sanjay and Krista J. Li (2018), “Pricing and Product Design for Vice Goods: A Strategic Analysis,” Marketing Science, 37(4), 592-610. [pdf]

2. Liu, Yan, Krista J. Li, Allan Chen, Subramanian Balachander (2017), “The Effects of a Product’s Aesthetic Design on Demand and Marketing Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency,” Journal of Marketing, 81(1), 83-102. [pdf]

1. Li, Krista J. and Sanjay Jain (2016), “Behavior-Based Pricing: An Analysis of the Impact of Peer-Induced Fairness,” Management Science, 62(9), 2705-2721. [pdf]

Selected
Working
Papers

17. Zhang, Jianqiang and Krista J. Li, “Retention or Acquisition? Behavior-Based Quality Disclosure”, revising for the 3rd-round review, Management Science.

18. Guan, Xu, Huan Cao, Yucheng Ding, and Krista J. Li, “Product Safety and Liability with Deceptive Advertising and Moral Hazard,” minor revision, Marketing Science.

19. Guan, Xu, Krista J. Li, and Hao Wu, “A Blessing or a Curse? Teletriage Service in Healthcare,” revising for the 2nd-round review, Management Science.

20. Gu, Xian, Juan Bu, and Krista J. Li, “Old but Gold? Product Design Innovation and the Value of Used Products in Secondhand Markets,” revising for the 2nd-round review, Production and Operations Management.

Book
Chapter

22. Shankar, Venkatesh and Krista J. Li (2014), “Leveraging Social Media in the Pharmaceutical Industry,” Innovation and Marketing in the Pharmaceutical Industry (International Series in Quantitative Marketing Vol 20.), Min Ding, Jehoshua Eliashberg, and Stefan Stremersch (eds.), Springer. link

Teaching

MBA and EMBA

Indiana University

  • Full-time MBA Marketing Core Course, Indiana University, 2023 –
    •  Evaluations: Instructor 6.9 out of 7; Course 6.8 out of 7.
  • Full-time MBA Instructor for Prospective Students on Experience Weekend, 2024
  • Kelley Direct On Campus Coach and Judge, 2018, 2019, 2022, 2023

University of Alberta 

  • Data Analysis and Modeling (EMBA), University of Alberta, 2 sections
    • Evaluations: Instructor 4.9, Course 4.9 out of 5.
  • Data Analysis and Decision Making (MBA), University of Alberta, : 2 sections
    • Evaluations: Instructor 4.3, Course 4.2 out of 5.

Ph.D.

Indiana University

  • Analytical Modeling in Marketing, 2024
  • Analytical Study Group, March 2023 – present
  • Analytical Study Group, August – December 2020
  • Analytical Modeling in Marketing, 2019

Undergraduate

Indiana University

  • Marketing Research, 2016 – 2022
  • Evaluations: Instructor 6.4, Course 6.4 out of 7.

Texas A&M University

  • Marketing Research, 2014
  • Evaluations: Instructor 4.9, Course 4.7 out of 5.
  • Dean’s Award for Outstanding Teaching.
  • Invited speaker for PhD student teaching workshop.

Service

Professional

  • INFORMS Society for Marketing Science (ISMS) Advisory Council, 2024
  • Associate Editor, Marketing Science, October 2021 – present
  • Associate Editor, Journal of Marketing, March 2023 – present
  • Senior Editor, Production and Operations Management, February 2023 – present
  • Associate Editor, Decision Sciences Journal, August 2023 – present
  • Editorial Review Board, Journal of Marketing Research, 2021 – present
  • Editorial Review Board, Decision Sciences, 2020 – 2023
  • ISMS Doctoral Dissertation Awards Selection Committee, 2023
  • Reviewer, Marketing Science
  • Reviewer, Management Science
  • Reviewer, Journal of Marketing Research
  • Reviewer, Journal of Marketing
  • Reviewer, International Journal of Research in Marketing
  • Reviewer, Journal of Academy of Marketing Science
  • Reviewer, Manufacturing & Service Operations Management
  • Reviewer, Production and Operations Management
  • Reviewer, Information Systems Research
  • Reviewer, MIS Quarterly
  • Reviewer, Marketing Science Institute Alden G. Clayton Doctoral Dissertation Proposal Competition
  • Reviewer, Journal of Operations Management
  • Reviewer, Marketing Letters
  • Reviewer, Review of Industrial Organization
  • Reviewer, Decision Sciences
  • Reviewer, Omega
  • Reviewer, The Manchester School
  • Reviewer, American Marketing Association (AMA) Conferences
  • Invited Panelist, 2021 Summer AMA Doctoral Students Special Interest Group

Doctoral Student and Visiting Scholar Supervision

  • Guangqi Dong, Primary mentor, 2023 – present
  • Meng Ji, PhD dissertation committee member, 2023 – present
  • Philip Kim, PhD dissertation committee member, 2023 – present
  • Moyan Li, PhD dissertation committee member, Department of Business Economics and Public Policy, Indiana University, 2023 – present
  • Huahua Zhu, PhD dissertation committee member, Economics Department, 2022 – present
  • Dong Wook (Peter) Chae, co-mentor, June 2022 – present
  • Yao Yao, visiting scholar, November 2022 – 2023
  • Yaying Zhou, doctoral dissertation examination committee chair, July 2022.
  • Jianqiang Zhang, visiting scholar, 2019-2020.
  • Long Ding, visiting doctoral student, 2018-2019.
  • Peng Liu, PhD dissertation committee member, 2016-2019. Placement: Santa Clara University.

 Department

  • Chair, Full-time MBA Committee, 2022 – present
  • Organizer, Marketing Women Lunch, 2022 – present
  • Co-chair, 2022 Haring Symposiums
  • Lead, DEI Mentorship Task Force, Department of Marketing, Indiana University, 2021.
  • Diversity, Equity, and Inclusion Committee, Department of Marketing, Indiana University, 2021.
  • Dissertation committee, Peng Liu, Department of Marketing, Indiana University, 2019. Placement: Santa Clara University.
  • Recruiting Committee, Department of Marketing, Indiana University, 2016 – 2020.
  • Doctoral Program Committee, Department of Marketing, Indiana University, 2016 – 2020.
  • Reviewer for first- and second-year PhD student papers, Department of Marketing, Indiana University, 2016 – 2022.

 School and University

  • Full-time MBA Instructor for Prospective Students on Experience Weekend, 2024
  • General Education Committee,  Indiana University, 2023 – present.
  • MBA Policy Committee, Kelley School of Business, Indiana University, 2023 – present.
  • Research Policy Committee, Kelley School of Business, Indiana University, 2021 – present.
  • Tenure Track Faculty Representative, Academic Council, Kelley School of Business, Indiana University, 2020 – 2021.
  • Research Policy Committee, Kelley School of Business, Indiana University, 2020 – present.
  • Academic Fairness Committee, Kelley School of Business, Indiana University, 2019 – 2020.
  • Ph.D. Examination Committee (Leslie Hodder), Kelley School of Business, Indiana University, 2020 – present.

Community

  • President, Bloomington Indiana Scholastic Chess Club, 2018 – present.
  • Tournament Director, United States Chess Federation, 2018 – present.
  • Organizer, Free Virtual Chess Camp, 2020 – present.
  • Mathcount Coach, University Elementary School, 2022
  • Volunteer, Bloomington Community Kitchen, 2022 – present

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