Discipline
Marketing
Supervisor
- Zhe Zhang
- Kirk Kristofferson
- Rod Duclos
Jingyi is a Marketing PhD student at the Ivey Business School. His research interests lie in consumer behavior and branding, particularly in how brands can communicate effectively with consumers. He is also interested in how consumers’ symbolic consumption shapes and is shaped by their identities, reflecting needs for self-expression and social signaling.
Education
- MSc in Strategic Marketing, Imperial College London
- B Com in Management, McGill University
Research Interests
- Consumer Behaviour
- Branding
- Identity
- Symbolic Consumption
- Consumer Well-Being
- Aesthetics
Publications
- Li, X., Liu, Y., Zhu, J., & Lou, J. (2024). Encouraging prosocial consumer behaviour: A review of influencer and digital marketing literature. Psychology & Marketing, 41, 2711-2727.
