• 0 Citations
  • 0 h-Index
20152018
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Personal profile

Biography

Dr Li’s research focuses on understanding how consumers process different marketplace information and its subsequent influences on consumers’ judgment and decision making.  This general research interest falls into three specific domains of research: behavioural pricing, priming effects, and consumer heuristics and lay-beliefs.

Education/Academic qualification

Marketing, PhD, HEC Paris

Economics, Master of Science, Bocconi University

Psychology, Bachelor of Science, Fudan University

Fingerprint Dive into the research topics where Yi Li is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

Willingness-to-pay Business & Economics
Denomination Business & Economics
Choice process Business & Economics
Bundling Business & Economics
Purchase Business & Economics
Heuristics Business & Economics
Experiment Business & Economics
Savings Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Outputs 2015 2018

  • 4 Conference abstract

The “healthy=light” heuristic

Heuvinck, N., Li, Y. & Pandelaere, M., 2018, ANZMAC 2018 Conference Proceedings : Connect. Engage. Transform. Conduit, J., Plewa, C. & Wilkie, D. (eds.). Adelaide: University of Adelaide, p. 116 1 p.

Research output: Chapter in Book/Report/Conference proceedingConference abstractResearch

Heuristics
Food
Field study
Consumer products
Willingness-to-pay

Paying more to save less: the effect of self-selected price bundling on willingness to pay

Li, Y. & Sokolova, T., 2016, North American advances in consumer research. Moreau, P. & Puntoni, S. (eds.). Duluth, Minnesota: Association for Consumer Research, Vol. 44. p. 530-531 2 p.

Research output: Chapter in Book/Report/Conference proceedingConference abstractResearch

Open Access
Willingness-to-pay
Bundling
Savings
Experiment
Trigger

The denomination-spending matching effect: when the magnitude matches, it feels less painful to pay

Li, Y., 2015, Asia-Pacific advances in consumer research. Wan, E. W. & Zhang, M. (eds.). Duluth, Minnesota: Association for Consumer Research, Vol. 11. p. 326 1 p.

Research output: Chapter in Book/Report/Conference proceedingConference abstractResearch

Open Access
Denomination
Purchase
Pain
Experiment

Towards a comprehensive understanding of attention bias in choice process

Li, Y. & Atalay, S., 2015, North American advances in consumer research. Diehl, K. & Yoon, C. (eds.). Duluth, Minnesota: Association for Consumer Research, Vol. 43. p. 796 1 p.

Research output: Chapter in Book/Report/Conference proceedingConference abstractResearch

Open Access
Choice process
Methodology
Process tracing

Prizes