LI, Xiuping Associate Academic Director, EMBA-Chinese
Associate Professor
Department:  Marketing Office:  BIZ 1, 8-12 Contact:  (65) 6516 3026 Email:  bizlx@nus.edu.sg Curriculum Vitae
/ Teaching
& Awards
Membership &
    • Consumer Judgment And Decision Making
    • Pricing And Loyalty Program
    • Time Preference And Intertemporal Choice In Consumption
    • Journal Articles
      • Yi Cheng, Jack Jiang, Li, Xiuping and Xianghua Lu (2018), "Leveraging User-Generated Content for Product Promotion: The Effects of Firm-highlighted Reviews", Information Systems Research, (forthcoming)
      • Song X, Huang F and Li, Xiuping (2017), "The Effect of Embarrassment on Preferences for Brand Conspicuousness: The Roles of Self-Esteem and Self-Brand Connection", Journal of Consumer Psychology, 27, 1, 69-83, forthcoming, (forthcoming)
      • Pang J, Keh H T, Li, Xiuping and Maheswaran D (2017), "Every coin has two sides”: The effects of dialectical thinking and attitudinal ambivalence on psychological discomfort and consumer choice", Journal of Consumer Psychology, 27, 2, 218-230
      • Li, Xiuping and Meng Zhang (2014), "The Effects of Heightened Physiological Needs on Perception of Psychological Connectedness", Journal of Consumer Research, 41, no. 4, 1078-1088
      • Boyoun Chae, Li, Xiuping and Juliet Zhu (2013), "Judging Product Effectiveness from Perceived Spatial Proximity", Journal of Consumer Research, Vol. 40, no. 2 , 317-335
      • Huang Xun Irene, Li, Xiuping and Meng Zhang (2013), "Seeing the Brand Social Role: How Relative Physical Position Influences Social Role Perceptions", Journal of Consumer Psychology, Vol. 23, no. 4, 509-514
      • Li, Xiuping , Qiang (Steven) Lu and Rohan Miller (2013), "Self-Medication versus Pure-Pleasure Seeking Compulsive Consumption", Journal of Business Research, Vol. 66, no. 9, 1598-1604
      • Meng Zhang and Li, Xiuping (2012), "From Physical Weight to Psychological Significance: the Contribution of Semantic Activations", Journal of Consumer Research, Vol. 38, no. 6, 1063-1075
      • Li, Xiuping , Liyuan Wei and Dilip Soman (2010), "Sealing the Emotions Genie: The Effects of Physical Enclosure on Psychological Closure", Psychological Science, Vol. 21, 1047-1050
      • Kim Kyeongheui, Meng Zhang and Li, Xiuping (2008), "Effects of Temporal and Social Distance on Consumer Evaluations", Journal of Consumer Research, Vol 35, no. 4, 706-713
      • Li, Xiuping (2008), "The Effects of Appetitive Stimuli on Out-of-Domain Consumption Impatience", Journal of Consumer Research, Vol 34, no.5, 649-656
      • Dilip Soman, George Ainslie, Shane Frederick, Li, Xiuping , John Lynch, Page Moreau, Andrew Mitchell, Daniel Read, Alan Sawyer, Yaacov Trope and Klaus Wertenbroch (2005), "The Psychology of Intertemporal Discounting: Why are Distant Events Valued Differently from Proximal Ones", Marketing Letters, 347-360
    • Faculty Young Researcher Award - 2014
    • PhD, Marketing, University of Toronto, 2006
    • MA, Business Administration, Dalian University of Technology China, 2001
    • BA, Economics, Dalian University of Technology China, 1999
    • Associate Academic Director, EMBA-Chinese, National University of Singapore, 2019 - current
    • Associate Professor (with tenure), National University of Singapore, 2013 - current
    • Assistant Professor, National University of Singapore, 2006 - 2012
    • Cognition and Affect (PhD)
    • Services Marketing (undergraduate)
    • Ad-hoc Reviewer, Journal of Consumer Research, Journal of Economic Psychology, Psychological Science
    • Program Committee, ACR Conference, 2012
    • Program Committee, ACR Conference, 2010
    • Editorial Board, Journal of Consumer Psychology
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