Professor Krista Li
Blanche “Peg” Philpott Professor
Professor of Marketing
Doctoral Program Coordinator
Kelley School of Business, Indiana University
Professor Li is an internationally recognized expert at the intersection of quantitative modeling, consumer psychology, and business strategy. She specializes in influencer and social media marketing, AI and digital transformation, pricing strategy, and behavioral economics. She has published numerous research papers in leading business journals and served as an Associate/Senior Editor for Marketing Science, Journal of Marketing, Decision Science, and Production and Operations Management. Professor Li is an invited speaker at more than 60 top universities worldwide and a recognized Top Retail Expert. Her honors include Marketing Science Institute Young Scholar, the Inaugural Marketing Science Service Award (2022), and the Marketing Science Associate Editor Award (2024). She holds a Ph.D. from Texas A&M University, an M.A. from Yale University, and a B.B.A. from Lingnan University.
Editorial Appointments
- Guest Associate Editor, Management Science, 2025 – present
- Associate Editor, Marketing Science, 2021 – 2024
- Associate Editor, Journal of Marketing, 2023 – 2024
- Inaugural Marketing Science Service Award as an Associate Editor, 2022
- Marketing Science Award – Associate Editor, 2025
- Senior Editor, Production and Operations Management, 2023 – present
- Associate Editor, Decision Sciences Journal, 2023 – present
- Editorial Review Board, Marketing Science, 2026 – present
- Editorial Review Board, Journal of Retailing, 2026 – present
- Editorial Review Board, Journal of Marketing Research, 2021 – present
- Editorial Review Board, Decision Sciences Journal, 2020 – 2023
Publications
Gu, Xian, Juan Bu, and Krista J. Li (2025), “Old but Gold? Product Design Innovation and the Value of Used Products in Secondhand Markets,” forthcoming, Production and Operations Management [pdf].
Guan, Xu, Krista J. Li, and Hao Wu (2025), “A Blessing or a Curse? Teletriage Service in Healthcare,” Management Science, 71(11), 9670-9686 [pdf]
Zhang, Jianqiang and Krista J. Li (2025), “Retention or Acquisition? Behavior-Based Quality Disclosure,” Management Science, 71(10), 8510-8525 [pdf]
Guan, Xu, Huan Cao, Krista J. Li, and Yucheng Ding (2025), “Product Safety and Liability with Deceptive Advertising and Moral Hazard,” Marketing Science, 44(2), 287-305. [pdf]
Li, Krista J. and Xi Li (2023), “Advance Selling in Marketing Channels,” Journal of Marketing Research, 60(2), 371–387. [pdf]
Li, Xi, Krista J. Li, and Yan Xiong (2023), “Channel Coordination of Storable Goods,” Marketing Science, 42(3), 538-550 [pdf]
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]
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]
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]
Li, Krista J. (2021), “Product and Service Innovation with Customer Recognition,” Decision Sciences, 1-16. [pdf]
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]
Zhang, Jianqiang and Krista J. Li (2021), “Quality Disclosure under Consumer Loss Aversion,” Management Science, 67(8), 5052-5069. [pdf]
Li, Krista J. (2021), “Behavior-Based Quality Discrimination,” Manufacturing & Service Operations Management, 23(2), 425–436. [pdf]
Li. Xi, Krista J. Li, and Xin (Shane) Wang (2020), “Transparency of Behavior-Based Pricing,” Journal of Marketing Research, 57(1), 78-99. [pdf]
Li, Krista J. and Yan (Lucy) Liu (2019), “Same or Different? An Aesthetic Design Question,” Production and Operations Management, 28(6), 1465-1485. [pdf]
Li, Krista J. (2019), “Status Goods and Vertical Line Extensions,” Production and Operations Management, 28(1), 103-120. [pdf]
Li, Krista J. (2018), “Behavior-Based Pricing in Marketing Channels,” Marketing Science, 37(2), 310-326. [pdf]
Jain, Sanjay and Krista J. Li (2018), “Pricing and Product Design for Vice Goods: A Strategic Analysis,” Marketing Science, 37(4), 592-610. [pdf]
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]
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]
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
Selected Working Papers
- Cai, Han, Krista J. Li, Lusi Wu, and Jiaming Fang, “Emotions that Sell: The Effects of Virtual Live Streamers’ Emotional Diversity and Arousal on Sales,” invite revision, under the 3rd-round review, Journal of Marketing
- Chae, Dong Wook, Krista J. Li, and Yao Yao, “Multitasking and Goal Setting: A Strategic Analysis Considering Self-Control,” major revision, under the 2nd-round review, Management Science.
- Wang, Yuanzhao, Sandun Perera, Qingning Cao, and Krista J. Li, “Bundling with Fairness Concerns,” major revision, revising for the 2nd-round review, Management Science.
- Chen, Bin, Xu Guan, and Krista J. Li, “Platform Certification and Consumer Verification,” resubmitted to Marketing Science.
- Guan, Xu, Krista J. Li, and Mengchu Li, “Regulating Misinformation in Influencer Markets,” major revision, revising for the 2nd-round review, Information System Research.
- Huang, Chaochao, Ben Zheng, and Krista J. Li, “AI Interviews and Strategic Applicants,” major revision, revising for the 2nd-round review, Management Science.
Invited Talks at Universities
University of North Carolina at Chapel Hill, May 2026
- Dongnan University, January 2026
Beijing Institute of Technology, November 2025
Shandong University, October 2025
Fudan University, May 2025
The Chinese University of Hong Kong, Shenzhen, May 2025
Shenzhen University, May 2025
Shanghai University of Finance and Economics, May 2025
Dongnan University, May 2025
Jiangnan University, May 2025
Nanjing University of Information Science and Technology, May 2025
Yale University, April 2025
Lehigh University, November 2024
Columbia University, October 2024
University of California, Davis, October 2024
University of Central Florida, September 2024
Lingnan University, Hong Kong, June 2024
The Chinese University of Hong Kong, Shenzhen, March 2024
West Virginia University, October 2023
University of Florida, September 2023
Southwest Jiaotong University, July 2023
Johns Hopkins University, April 2023
Department of Business Economics & Public Policy, Indiana University, April 2023
University of Illinois Urbana-Champaign, April 2023
Purdue University, March 2023
Kelley Research Week, Faculty Research Spotlight Speaker, January 2023
Payne Research Symposium, University of Arizona, December 2022
The Wharton School, University of Pennsylvania, November 2022
Beijing Institute of Technology, November 2022
Xidian University, November 2022
Southeast University, October 2022
Jiangnan University, October 2022
Imperial College London, May 2022
University of Minnesota, April 2022
University of Pittsburgh, March 2022
Lingnan University, December 2021
Huazhong Agricultural University, November 2021
Shandong University, October 2021
University of Iowa, September 2021
Xiamen University, September 2021
University of Science and Technology of China, March 2021
University of Washington, January 2021
Fudan University, January 2021
Boston College, September 2020
University of Maryland (cancelled due to COVID-19)
City University of Hong Kong, May 2020
Marketing Department Doc Day, Indiana University, February 2020
The Wharton School, University of Pennsylvania, October 2019
University of Florida, January 2020
Western University, January 2020
University of California at Riverside, October 2019
Georgetown University, September 2019
University of Notre Dame, May 2019
Texas A&M University, February 2019
Emory University, November 2015
Harvard University, October 2015
Indiana University, September 2015
Rutgers University, September 2015
Michigan State University, September 2015
University of Alberta, September 2015
North Carolina State University, September 2015
Conference Presentations & Keynotes
- Keynote Speaker, POM China Annual Conference, July 2026
Keynote Speaker, Asia-Pacific Marketing Academy Annual Conference, June 2026
2025 AMA Summer Academic Conference, August 2025
ISMS Marketing Science Conference, June 2025
The Third Asia-Pacific Marketing Academy Annual Conference, May 2025
Discussant, 19th Annual Frank M. Bass UTD FORMS Conference, February 2025
University of South California Digital Transformation Conference, February 2025
Webinar Series on Credence Goods and Expert Markets, October 2024
Host, ISMS Women in Quantitative Marketing Lunch, June 2024
ISMS Marketing Science Conference, June 2024
Societal Impact Driven Marketing Conference, March 2024
Discussant, 18th Annual Frank M. Bass UTD FORMS Conference, February 2024
Host, ISMS Women in Quantitative Marketing Lunch, June 2023
ISMS Marketing Science Conference, June 2023
Society for Consumer Psychology Annual Conference, March 2023
2023 AMA Winter Academic Conference, February 2023
22nd International Marketing Trends Congress, January 2023
2022 INFOMRS Annual Meeting, October 2022
Discussant, Summer Institute in Competitive Strategy, University of California at Berkeley, June 2022
MSI Young Scholar Conference, June 2022
Distinguished Speaker, International Business Congress, May 2022
POMS 2022 Annual Conference, April 2022
AMA Winter Academic Conference, February 2022
Global Institute for Artificial Intelligence and Business Analytics, Temple University, January 2022
2021 Conference on Artificial Intelligence, Machine Learning, and Business Analytics, December 2021
INFORMS 2021 Annual Meeting, October 2021
Distinguished Speaker, Doctoral Consortium of the China Marketing International Conference, August 2021
Faculty Fellow and Session Chair, 2021 AMA-Sheth Foundation Doctoral Consortium, August 2021
Panelist, AMA DocSIG Panel Series, August 2021
AMA Marketing + Public Policy Conference, June 2021=
The 43rd ISMS Marketing Science Conference, June 2021
INFORMS Annual Meeting, November 2020
AMA Summer Academic Conference, August 2020
China Marketing International Conference, June 2020
Indiana-wide COVID-19 Research Conference, June 2020
The 42nd ISMS Marketing Science Conference, Duke University, June 2020
Production and Operations Management Conference, Washington DC, May 2019
Department of Operations & Decision Technologies, Indiana University, April 2019
American Marketing Association Winter Conference, February 2019
American Marketing Association Winter Conference, February 2019
ETH/NYU Design Conference, New York University, May 2017
American Marketing Society Conference, May 2016
INFORMS Marketing Science Conference, June 2014
Professional Service
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
External Reviewer, Research Grants Council (RGC) of Hong Kong, 2025
Awards and Honors
Research Accelerator Fellow, Kelley School of Business, Indiana University, April 2024.
- 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)
