Research Profile

Dr. Yi Li is a leading consumer behavior researcher whose work bridges psychological theory and practical marketing applications, with particular expertise in sustainable consumption, digital marketing, and consumer decision-making. As the current Department Director of Research at Macquarie Business School, she drives innovative research initiatives while maintaining an impressive publication record in top-tier marketing journals.

Research Impact & Expertise

• Sustainable Consumer Behavior: Pioneering research on carbon emission awareness and plant-based food choices, with findings published in prestigious journals including Nature: Communications (under review) and Appetite
• Digital Consumer Psychology: Groundbreaking work on algorithmic recommendations and consumer trust, particularly relevant for industry applications in e-commerce and digital marketing
• Consumer Decision-Making: Extensive research portfolio on price perceptions, payment methods, and purchase decisions, published in FT50 journals including Journal of Consumer Psychology and Journal of Academy of Marketing Sciences
• Crisis Management: Significant contributions to understanding consumer behavior during the COVID-19 pandemic, with implications for industry crisis response strategies

Publication Highlights

• Published in premier marketing journals including Journal of Retailing (A*), Journal of Consumer Psychology (A*, FT50), and Journal of Academy in Marketing Sciences (A*, FT50)
• Strong pipeline of research under review at top-tier journals
• Regular presenter at prestigious international conferences including Marketing Science Conference, Association of Consumer Research, and European Marketing Academy

Collaborative Experience

• Active collaboration with NSW Behavioural Insights Unit on their Behavioural Smart Bootcamp programs (2024-2025)
• International research network spanning Australia, Europe, and Asia
• Track record of successful industry-relevant research projects
• Experience in leading large-scale research initiatives as Department Director
• Proven ability to secure research funding through competitive grants

Areas for Potential Collaboration

1. Public Policy & Behavioral Change

• Government behavior change initiatives
• Policy implementation strategies
• Public engagement programs

• Sustainable Business Practices

• Consumer adoption of sustainable products
• Carbon footprint awareness and decision-making
• Green marketing strategies

• Digital Marketing & AI

• Algorithm-based recommendations
• Consumer trust in digital platforms
• Data privacy and consumer behavior

• Crisis Management & Consumer Behavior

• Consumer response to market disruptions
• Brand trust during crises
• Strategic communication during uncertainties

• Pricing & Payment Innovation

• Consumer response to new payment methods
• Pricing strategy optimization
• Purchase decision psychology

Research Infrastructure

• Leadership of research initiatives at Macquarie Business School
• Experience in experimental research design
• Track record of successful grant applications
• Strong graduate student supervision experience