Faculty

LI Shaobo
Assistant Professor
0755-88010483
lisb3@sustech.edu.cn

Dr. Li obtained his PhD degree in marketing from Nanyang Technological University in 2019. His main research interest is consumer behavior. Specifically, His current research focuses on price discrimination, prosocial behavior, brand marketing, and cross-cultural marketing.

Education:
◆ 2019, Ph.D., Marketing, Nanyang Technological University, Singapore
◆ 2014, Master, Business Administration-Finance, West Virginia University, USA
◆ 2011, B.A., Marketing, Lanzhou University, China

Honors and Awards:
◆ The Chinese Government Award for Outstanding Self-financed Students Abroad, 2018
◆ Fellow, the 53rd Annual AMA-Sheth Foundation Doctoral Consortium, Leeds, UK, 2018
◆ Excellent Graduate Teacher, Nanyang Business School (ranking 1st), 2016
◆ Chun-Tsung Scholar (䇹政学者), 2010

Research Projects:

1. “Sizes are Gendered: The Effect of Semantic Size on Brand Stereotyping” (with Kuangjie Zhang and Sharon Ng), preparing for invited 2nd round review at Journal of Consumer Research

2. “Does Everyone Have the Potential to Achieve Their Ideal Body Weight? Lay Theories about Body Weight and Support for Price Discrimination” (with Michail D. Kokkoris, and Krishna Savani), preparing for invited 2nd round review at Organizational Behavior and Human Decision Processes

3. “Beyond Outcomes: Impact of Idealistic versus Pragmatic Mindsets on Preference for Sustainable Products” (with Sharon Ng), under the review at Journal of Marketing Research

4. “The Value of Process and Efforts: Consumers' Mindsets and Satisfaction with Service Recovery” (with Xiaoyan Liu and Elison Lim), under the review at Journal of Consumer Psychology

5. “The Influence of Idealistic versus Pragmatic Mindsets on Charitable Behavior” (with Kuangjie Zhang and Sharon Ng), manuscript ready to submit to Journal of Marketing

6. “The Road to Power: Self-Construals and Strategies of Pursuing Power” (with Faraji-Rad Ali), preparing for submission to Journal of Consumer Research

7. “Cross-Culture Differences on Idealistic versus Pragmatic Mindsets” (with Sharon Ng, Carlos Torelli, and Krishna Savani), preparing for submission to Journal of Personality and Social Psychology