# kristajli.com > Professor Krista Li ## Posts - [Hello world!](https://kristajli.com/hello-world/): Welcome to WordPress. This is your first post. Edit or delete it, then start writing! ## Pages - [Research Mentorship](https://kristajli.com/research-mentorship/): Research Mentorship High-School Students Lorem ipsum dolor sit amet, consectetur adip iscing elit, sed do eiusmod tempor incididunt. Contact Undergraduate Students Lorem ipsum dolor sit amet, consectetur adip iscing elit, sed do eiusmod tempor incididunt. Contact Ph.D. Students Lorem ipsum dolor sit amet, consectetur adip iscing elit, sed do eiusmod tempor incididunt. Contact Junior Faculty […] - [Executive Education](https://kristajli.com/executive-education/): Executive Education 01. AI Marketing Strategy A practical, manager-focused guide to using AI to enhance segmentation, targeting, content creation, and customer experience. Learn how to integrate AI copilots, predictive models, and generative tools responsibly—while boosting ROI and maintaining brand trust. 02. Digital Transformation for CMOs Equip leaders with the tools to modernize marketing operations, redesign […] - [Courses](https://kristajli.com/courses/): Courses Professor Li bridges rigorous academic research, business education, and research mentorship to turn knowledge into real-world impact. Ph.D. Courses Professor Li offers advanced PhD courses, doctoral seminars, and research-development workshops. Her programs help students and young scholars build foundational research skills, develop publication-ready ideas, and engage with frontier methods in marketing science. Executive Education […] - [Customer Recognition Affect Service Provision](https://kristajli.com/customer-recognition-affect-service-provision/): Abstract We examine how channel members’ ability to recognize repeat and new customers affects service provision, profits, and welfare. In decentralized channels, when only retailers can recognize customers, customer recognition increases service levels. However, in centralized channels or decentralized channels when both manufacturers and retailers can recognize customers, customer recognition reduces (increases) service levels if […] - [Pricing and Product Design for Vice Goods:](https://kristajli.com/pricing-and-product-design-for-vice-goods/): Abstract The rising obesity epidemic is a worldwide concern for consumers, firms, and policymakers. One reason for the rise in obesity is consumers’ over-consumption of vice goods such as cookies, crackers, and soft drinks. Some authors have suggested that firms have incentives to make vice goods unhealthier and to encourage over-consumption. There are calls for […] - [Newsletter](https://kristajli.com/newsletter/) - [Pricing and Product Design for Vice Goods: A Strategic Analysis](https://kristajli.com/pricing-and-product-design-for-vice-goods-a-strategic-analysis/): Abstract Behavior-based pricing (BBP) refers to the practice in which firms collect consumers’ purchase history data, recognize repeat and new consumers from the data, and offer them different prices. This is a prevalent practice for firms and a worldwide concern for consumers. Extant research has examined BBP under the assumption that consumers observe firms’ practice […] - [Product Safety and Liability with Deceptive Advertising](https://kristajli.com/product-safety-and-liability-with-deceptive-advertising/): Abstract Product safety is jointly determined by product quality and consumers’ precaution efforts when using products. Product failures because of either party’s negligence can cause deaths and injuries. The strict liability rule holds firms fully responsible for damages, whereas the comparative negligence rule allocates responsibilities based on the firm’s negligence in product quality and the […] - [Retention or Acquisition](https://kristajli.com/retention-or-acquisition/): Abstract Firms frequently extend their brand by introducing products in new categories and offering free samples or demonstrations for customers to learn about the quality of the new products before purchasing. When introducing new products based on customers’ purchase behavior in the former category, firms face two customer segments: their own customers and the competitor’s […] - [Teletriage Service in Healthcare](https://kristajli.com/teletriage-service-in-healthcare/): Abstract Teletriage is a telehealth service that uses telecommunication technologies to remotely assess patients’ conditions and determine their needs for medical treatment. This paper examines how teletriage affects patients’ decisions to seek treatment and when healthcare providers (e.g., medical businesses, hospitals, or clinics) should launch teletriage services. Our findings reveal that teletriage can encourage more […] - [Same or Different? An Aesthetic Design Question](https://kristajli.com/same-or-different-an-aesthetic-design-question/): Abstract Should brands selling status goods design high-end and low-end products to look the same or different? In this paper, we study how brands make this aesthetic design differentiation decision. We first empirically analyze the impact of a brand’s aesthetic design differentiation on consumers’ preferences for the brand’s products using seven years of data of […] - [Behavior-Based Quality Discrimination](https://kristajli.com/behavior-based-quality-discrimination/): Abstract New technology enables firms to recognize customers from their purchase histories and then provide different quality levels of product features or services for repeat and new customers. Extant research has examined behavior-based price discrimination (BBP)—that is, how firms set different prices for repeat and new customers. This research extends the literature by investigating behavior-based […] - [Quality Disclosure under Consumer Loss Aversion](https://kristajli.com/quality-disclosure-under-consumer-loss-aversion/): Abstract Consumers experience a sense of loss when a product’s quality does not match their expectations. To alleviate consumer loss aversion (CLA), firms can disclose information to reduce consumers’ uncertainty about product quality and the resulting psychological loss. In this paper, we investigate the implications of CLA on firm profit, consumer surplus, and social welfare […] - [Behavior-Based Pricing in Marketing Channels](https://kristajli.com/behavior-based-pricing-in-marketing-channels/): Abstract With behavior-based pricing (BBP), firms use customers’ purchase history data to price discriminate between past and new customers. Prior research has examined BBP in a non-channel setting. In this paper, we investigate BBP in a channel setting in which manufacturers sell to customers through exclusive retailers. We examine how channel members’ adoption of BBP […] - [Peer-Induced Fairness](https://kristajli.com/peer-induced-fairness/): Abstract Firms tracking consumer purchase information often use behavior-based pricing (BBP), i.e., price discriminate between consumers based on preferences revealed from purchase histories. However, behavioral research has shown that such pricing practices can lead to perceptions of unfairness when consumers are charged a higher price than other consumers for the same product. This paper studies […] - [Channel Coordination](https://kristajli.com/channel-coordination/): Abstract Manufacturers of consumer-packaged goods invest heavily in trade promotions (i.e., temporary wholesale price discounts), but retailer stockpiling often yields trade promotions unprofitable. In this paper, we investigate how a manufacturer should respond to the retailer’s and consumers’ stockpiling ability by contracting with the retailer. Specifically, we examine when the manufacturer should restrict the retailer’s […] - [Advance Selling](https://kristajli.com/advance-selling/): Abstract Manufacturers and retailers often advance sell seasonal products or services (e.g., holiday decorations, summer or winter entertainment). The authors examine advance selling in marketing channels to offer several insights. First, it is well established that a decentralized channel suffers from the issue of double marginalization; that is, the manufacturer and retailer both add positive […] - [Beating the Algorithm](https://kristajli.com/beating-the-algorithm/): Abstract Manufacturers and retailers often advance sell seasonal products or services (e.g., holiday decorations, summer or winter entertainment). The authors examine advance selling in marketing channels to offer several insights. First, it is well established that a decentralized channel suffers from the issue of double marginalization; that is, the manufacturer and retailer both add positive […] - [Vertical Line Extensions](https://kristajli.com/vertical-line-extensions/): Abstract Conspicuous consumption of status goods signals consumers’ status and grants status value to them. In this article, we examine how firms selling status goods make vertical line extension decisions when they take consumers’ status preferences into account. Analyzing an incumbent’s vertical line extensions when it faces a threat of entry, we find that status […] - [Parallel Imports](https://kristajli.com/parallel-imports/): Abstract Parallel imports of gray products across markets are a worldwide concern for manufacturers. Extant research has focused on parallel imports of regular goods that do not provide status value. In this paper, we investigate parallel imports of conspicuously consumed status goods. We consider a manufacturer who directly sells a status product to consumers in […] - [Multilevel](https://kristajli.com/multilevel/): Abstract Research Summary: This research develops a multilevel framework to study optimal distinctiveness (OD) at two levels. We distinguish between within-organization distinctiveness and between-organization distinctiveness of product design and examine how they independently and interactively influence performance. Analyzing a unique data set of 2,203 model-year observations for automobiles sold in the U.S. market from 2001 […] - [Product and Service Innovation with Customer Recognition](https://kristajli.com/product-and-service-innovation-with-customer-recognition/): Abstract Product and service innovation is important for brands to succeed in a competitive marketplace. As information technology advances, customer recognition becomes a growing industry trend; that is, brands track customers’ purchase history, recognize and price discriminate between repeat and new customers. The trend of customer recognition has changed the nature and intensity of competition […] - [Transparency](https://kristajli.com/transparency/): Abstract Behavior-based pricing (BBP) refers to the practice in which firms collect consumers’ purchase history data, recognize repeat and new consumers from the data, and offer them different prices. This is a prevalent practice for firms and a worldwide concern for consumers. Extant research has examined BBP under the assumption that consumers observe firms’ practice […] - [Courses old](https://kristajli.com/courses-old/): PhD Courses Research Methods Lorem ipsum dolor sit amet, consectetur adip iscing elit, sed do eiusmod tempor incididunt. Call to Action Analytical Modeling Lorem ipsum dolor sit amet, consectetur adip iscing elit, sed do eiusmod tempor incididunt. Call to Action Marketing Research Lorem ipsum dolor sit amet, consectetur adip iscing elit, sed do eiusmod tempor […] - [Paper1](https://kristajli.com/paper1/): Abstract A product’s physical appearance is difficult to quantify, and the impact of product appearance on demand has rarely been studied using market data. The authors adopt a recently developed morphing technique to measure a product’s aesthetic design and investigate its effect on consumer preference. Drawing upon categorization theory, the authors consider the effects of […] - [Contact Now](https://kristajli.com/contact-2/): Contact Form main First NameLast NameEmailTitleUniversity/School/CompanyWebsite AddressCityStateCountrySelect CountryAfghanistanAland IslandsAlbaniaAlgeriaAmerican SamoaAndorraAngolaAnguillaAntarcticaAntigua and BarbudaArgentinaArmeniaArubaAustraliaAustriaAzerbaijanBahamasBahrainBangladeshBarbadosBelarusBelauBelgiumBelizeBeninBermudaBhutanBoliviaBonaire, Saint Eustatius and SabaBosnia and HerzegovinaBotswanaBouvet IslandBrazilBritish Indian Ocean TerritoryBritish Virgin IslandsBruneiBulgariaBurkina FasoBurundiCambodiaCameroonCanadaCape VerdeCayman IslandsCentral African RepublicChadChileChinaChristmas IslandCocos (Keeling) IslandsColombiaComorosCook IslandsCosta RicaCroatiaCubaCuraçaoCyprusCzech RepublicDemocratic Republic of the Congo (Kinshasa)DenmarkDjiboutiDominicaDominican RepublicEcuadorEgyptEl SalvadorEquatorial GuineaEritreaEstoniaEthiopiaFalkland IslandsFaroe IslandsFijiFinlandFranceFrench GuianaFrench PolynesiaFrench Southern TerritoriesGabonGambiaGeorgiaGermanyGhanaGibraltarGreeceGreenlandGrenadaGuadeloupeGuamGuatemalaGuernseyGuineaGuinea-BissauGuyanaHaitiHeard Island and McDonald IslandsHondurasHong KongHungaryIcelandIndiaIndonesiaIranIraqIrelandIsle of […] - [About](https://kristajli.com/about/): About Me contact@info.com - [Home](https://kristajli.com/): Professor Krista Li Blanche “Peg” Philpott Professor Professor of Marketing Doctoral Program Coordinator Kelley School of Business, Indiana University Professor Li is a globally 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 […] - [Research](https://kristajli.com/research/): Research Xian Gu, 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. Xu Guan, Krista J. Li, and Hao Wu (2025), “A Blessing or a Curse? Teletriage Service in Healthcare,” forthcoming, Management Science Jianqiang Zhang and Krista J. Li (2025), “Retention […] ## Optional - [Agent (MCP protocol)](websites-agents.hostinger.com/kristajli.com/mcp) [comment]: # (Generated by Hostinger Tools Plugin)