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 or Acquisition? Behavior-Based Quality Disclosure,” forthcoming, Management Science.

Xu Guan, 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.

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

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

Xi Li 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

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

Juan Bu, 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.

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

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

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

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

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

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

Krista J. Li (2019), “Status Goods and Vertical Line Extensions,” Production and Operations Management, 28(1), 103-120.

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

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

Yan Liu, 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]

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

Krista J. Li, Jianqiang Zhang, and Xian Gu, “Livestreaming: Bundling Content and Products with Pay-What-You-Want Tips,” under the 2nd-round review, Management Science.

Han Cai, 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, revising for the 3rd-round review, Journal of Marketing.

Dong Wook Chae, Krista J. Li, and Yao Yao, “Multitasking and Goal Setting: A Strategic Analysis Considering Self-Control,” major revision, revising for the 2nd-round review, Management Science.

Yuanzhao Wang, Sandun Perera, Qingning Cao, and Krista J. Li, “Bundling with Fairness Concerns,” major revision, revising for the 2nd-round review, Management Science.

Bin Chen, Xu Guan, and Krista J. Li, “Platform Certification and Consumer Verification,” reject and resubmit, Marketing Science.

Xu Guan, Krista J. Li, and Mengchu Li, “Regulating Misinformation in Influencer Markets,” major revision, revising for the 2nd-round review, Information System Research.

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