LI Shaobo
Assistant Professor

Dr. Shaobo (Kevin) Li is an Assistant Professor in marketing at the College of Business, SUSTech. He finished his Ph.D. Program in Business Administration (Marketing) in Nanyang Business School, Nanyang Technological University, Singapore in 2019.

The wave of digital transformation stimulates his interest in examining consumer behavior in the digital era. Second, inspired by his extensive volunteer work in Northwest China, he is interested in investigating factors that influence consumer well-being. In addition, he has been paying close attention to the brand management and "Going Abroad" strategy of Chinese private enterprises for a long time, which has aroused his keen interest in branding and cross-cultural marketing research. He combines multiple research methods to examine these phenomena with laboratory experiments as the main method and empirical models and neuroscience as the supplementary methods.

He has published in top business journals, such as the Journal of Consumer Research, Organizational Behavior and Human Decision Processes, and Journal of Business Research. He is the winner of the AMS Doctoral Dissertation Proposal Competition Award (2019) and Outstanding Paper Award for the Annual Conference of China Marketing Science (2020).

He teaches Financial Marketing at the undergraduate level and Frontier of Management and Research Method at the Ph.D. level. He is the winner of the Premier Award of SUSTech Teaching Competition for Young Teachers, SUSTech Teaching Achievement Award, and Excellent Graduate Teacher Award in Nanyang Business School (ranked 1st).

He was recognized as Overseas High-Caliber Personnel in Shenzhen and was awarded the Chinese Government Award for Outstanding Self-financed Students Abroad by the Ministry of Education of the People's Republic of China.

◆ 2019, Ph.D., Marketing, Nanyang Technological University, Singapore

Honors and Awards:


Outstanding Paper Award for the Annual Conference of China Marketing Science (2020)

Winner of the AMS Doctoral Dissertation Proposal Competition Award (2019)

Fellow, the 53rd Annual AMA-Sheth Foundation Doctoral Consortium, Leeds, UK (2018)


SUSTech Teaching Achievement Award

Premier Award of SUSTech Teaching Competition for Young Teacher

Excellent Graduate Teacher, Nanyang Business School (ranking 1st)


Overseas High-Caliber Personnel in Shenzhen

The Chinese Government Award for Outstanding Self-financed Students Abroad, 2018

Chun-Tsung Scholar (䇹政学者), 2010


1. “Sizes are Gendered: The Effect of Semantic Size on Brand Stereotyping.” with Kuangjie Zhang and Sharon Ng, forthcoming in Journal of Consumer Research

2. “The Shape of Loneliness: The Relationship between Loneliness and Preference for Angular versus Circular Logo and Product Shapes.” with Nuoya Chen, Jinfeng Jiao, and Xiucheng Fan, forthcoming in Journal of Business Research

3. “Lift the veil of rumors: The impact of the characteristics of information source on the effectiveness of rumors spreading.” with Lu Meng, Tongmao Li, and Xin Huang, forthcoming in Internet Research

4.  “The Closer I Am, The Safer I Feel: The “Distance Proximity Effect” of COVID-19 Pandemic on Individuals’ Risk Assessment and Irrational Consumption.” with Zhe Zhang, Yue Liu, and Sharon Ng, Psychology& Marketing (2021), 1-13

5. “Does everyone have the potential to achieve their ideal body weight? Lay theories about body weight and support for price discrimination policies.” with Michail D. Kokkoris, and Krishna Savani, Organizational Behavior and Human Decision Processes(2020) 157, 129-142 

6. “Is sustainable development reasonable for tourism destinations? An empirical study of the relationship between environmental competitiveness and tourism growth.” with Liang Zhu, and Lingxue Zhan, Sustainable Development(2020), 29 (1), 66-78

7. “Antecedents of smartphone multitasking: roles of demographics, personalities and motivations.” with Xingyu Chen, Yitong Wang, Da Tao, and Ling Jiang, Internet Research(2020), 31(4), 1405-1443 

Research fundings:

1. PI: “Variability and economic decision making”, General Research Grant-Natural Science Foundation of Guangdong Province, China.  Amount: ¥100,000 ($14,900) (2020-2023)

2. PI: Brand management in turbulent times: the “double-edged sword” effect of variability on brand management, the influencing mechanism and the coping strategies of enterprises” Grant from Natural Science Foundation of China. Amount: ¥2,400,000 ($35,700) (2022-2024)

3. PI: Supporting funds for high-level talents program of Shenzhen, China.  Amount: ¥2,000,000 ($297,500) (2020-2025)

4. PI: SUSTech start-up Grant. Amount: ¥1,000,000 ($149,000) (2019-2022)