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Dr. Jayson Shi JIA

Dr. Jayson Shi JIA


Associate Professor

3917 1611
KK 717
Academic & Professional Qualification
  • B.A. Economics, Yale University 2008
  • Ph.D. Marketing, Stanford University Graduate School of Business 2013

Dr. Jia’s research focuses on consumer behavioral dynamics and digital experimentation, and studies 1) the structure of consumer experiences and enjoyment, 2) the psychology of risk and uncertainty, and 3) how the structure of social networks affects human behavior. Much of his current work combines social and natural experiments with individual-level digital data, for example by mapping population-scale psychological preferences with mobile app data, and using natural experiments to link social network structure and behavior. While theoretically grounded in behavioral theory, this research differs qualitatively from traditional consumer behavior research in their emphasis on verifiable field behavior, big data (i.e., constructs that are hard to reliably observe in a lab), and causal instruments.

His research has been published in the top-tier journals Management Science, Journal of Consumer Research, Journal of Personality and Social Psychology, Psychological Science, and Journal of Experimental Psychology: General, and has received media coverage by popular outlets such as the Wall Street Journal, MSN, and Harvard Business Review.

  • Digital Marketing (MKTG 3524 for undergraduates, MSMK7004 for MSc)
Selected Publications
  • Jia, Jayson S., Jianmin Jia, Christopher Hsee, and Baba Shiv (2017), “The Role of Hedonic Behavior in Reducing Perceived Risk: Evidence from Post-Earthquake Mobile App Data,” Psychological Science, 28(1), 23-35. (Research Article)
  • Jia, Jayson S., Uzma Khan, and Ab Litt (2015), “The Effect of Self-Control on the Construction of Risk Perceptions”, Management Science, 61(9), 2259-2280.
  • Jia, Jayson S., Baba Shiv, Sanjay Rao (2014), “Product-Agnosia: How Increased Visual Scrutiny Reduces Product Distinctiveness”, Journal of Consumer Research, 41(2), 342-360.
  • Dai, Xianchi, Ping Dong, Jayson S. Jia (2013), “When Does Playing Hard To Get Increase Romantic Attraction?” Journal of Experimental Psychology: General.
  • Tormala, Zakary, Jayson S. Jia, Michael I. Norton (2012), “The Preference for Potential”, Journal of Personality and Social Psychology, 103(4), 567-583. (Lead Article)
Selected Manuscripts Under Review and Working Papers
  • "The Impact of Previews on the Enjoyment of Multi-component Extended Multimedia Experiences", Jayson S. Jia, Baba Shiv
  • "Seeing Fast and Slow: The Effect of Slow Motion Video on Consumer Persuasion”, Yinlu Yin, Jayson S. Jia, Wanyi Zheng
  • "Social Constraints on Human Mobility with High Speed Rail," Jayson S. Jia, Yiwei Lee, Yijian Ning, Nicholas Christakis, Jianmin Jia
  • "How Structure of Embeddedness Drives Social Dynamics in Families", Jayson S. Jia, Yiwei Lee, Xin Lu, Nicholas Christakis, Jianmin Jia
  • "The Importance of Embedded Ties", Jayson S. Jia, Yiwei Lee, Xin Lu, Nicholas Christakis, Jianmin Jia
  • “Advertising Blink: Seeing but not Remembering Serially Presented Visual Marketing," Yinlu Yin, Jayson S. Jia
  • “The Social Characteristics Driving Mobile Social Response to Strangers," Jayson S. Jia, Xianchi Dai, Jianmin Jia, MSI Working Paper
  • "Change Appeals: How Referencing Change Boosts Curiosity and Promotes Persuasion," Daniela M. Kupor, Jayson S. Jia, Zakary L. Tormala
  • "Recency and Reciprocity Drive the Evolution of Social Networks", Xin Lu, Jayson S. Jia, Jianmin Jia
Major Grants and Awards
  • 2019 MSI Young Scholar, Marketing Science Institute
  • 2012 Alden G. Clayton Doctoral Dissertation Award (Sole Winner), Marketing Science Institute
  • “Field Studies on Phishing Susceptibility in Mobile Social Networks,” Earmarked Research Grant #14505217, the Research Grant Council of Hong Kong, HK$ 748,071, 9/2017-8/2019,  Principal Investigator
  • "Hedonic combinatorics: How combining unrelated products affects product enjoyment”, Earmarked Research Grant #17506316, Research Grant Council of Hong Kong, HK$ 969,240 (~US$ 125,000), 1/2017-7/2019, Principal Investigator
  • "The Taste of a Good Deal: How Transactional Utility Affects Experiential Utility”, Earmarked Research Grant #27500114, Research Grant Council of Hong Kong, HK$ 569,600 (~US$ 73,000), 9/2014-12/2016, Principal Investigator
  • "Big Data Based Customer Insights and Marketing Strategy Research," Major Program of National Natural Science Foundation of China #71490722, RMB 2,850,000, 1/2015-12/2019, Co-Investigator