Skip to Main Content

Tongmao Li




  • Miranda Goode
  • Rod Duclos


Tongmao is a Marketing PhD student at the Ivey Business School. He is passionate about consumer judgment and decision-making, especially in the context of prosocial behavior, promotion, and cross-cultural consumption.


  • M.S. in Management, Shenzhen University, 2022
  • B.S. in Business Administration, Shenzhen University, 2019

Research Interests

  • Prosocial behavior
  • Judgment and decision-making

Awards and Honours

  • Brock Scholarship
  • National scholarship of China (2017, 2018, 2020, 2021)


  • Hu, J. , Li, T. , &  Zhou, Z. . (2022). Giving a Fish or Teaching How to Fish? The influence of different donation appeals on donors’ charitable choices. Paper accepted by 2022 Association for Consumer Research Conference.


(anticipated completion 2028)

Ivey Business School

Tongmao Li

Tongmao Li

Contact By Email

Connect with Ivey Business School