Dalton, N. Amy and Li Huang (2014), “Motivated Forgetting in Response to Social Identity Threat,” Journal of Consumer Research, 40 (6), 1017-38. (Lead Article)
Hudson, Simon, Li Huang, Martin S. Roth and Thomas J. Madden (2016), “The Influence of Social Media Interactions on Consumer-Brand Relationships: A Three-Country Study of Brand Perceptions and Marketing Behaviors,” International Journal of Research in Marketing, 33(1), 27-41.
MANUSCRIPTS UNDER REVIEW
Dalton, N. Amy, Rod Duclos and Li Huang, “Memory for Advertising.” (R & R at Journal of Consumer Research)
Huang, Li and Priyali Rajagopal, “Social Sharing and Identity Memory Preservation,” (R & R at Journal of Consumer Research (Dissertation Essay 1)
WORKING PAPERS
Huang, li, Priyali Rajagopal, "Social Sharing through Technologies," (Dissertation essay 2), Target: Journal of Marketing
Huang, Li and Wenyu Dou, “Brand Communication on Social Media: Non-Persuasive Self Disclosure Effects on Consumer-Brand Relationship,” Target: Journal of Marketing
SELECTED RESEARCH IN PROGRESS
Huang, Li, Anastasiya Pocheptsova, “Renting: a Singles’ Market?” (4 studies complete) Target: Journal of Consumer Research
Huang, Li, Natalie Truong, and Jennifer Argo, “The Excitements of Rentals,” (4 studies complete) Target: Journal of Consumer Research
Huang, Li and Thomas Kramer, “Joint-Consumptions with Others: Collective Control Power and Social Comparisons” (3 studies complete) Target: Journal of Consumer Research
Huang, Li and Katina Kulow, “Social Sharing and Pro-Social Behavior”(2 studies complete) Target: Journal of Consumer Research
Huang, Li and Mitch Murdock, “Psychological Distance and Out-group Persuasion” (2 studies complete) Target: Journal of Consumer Research
PEER REVIEWED BOOK CHAPTERS
Kaur, Mandeep, Li Huang, Thomas J. Madden and Martin S. Roth (2015), “Anthropomorphism and Consumer Brand Relationship: A Cross-Cultural Analysis,” in Susan Fournier and Miahael Breazeale and Avery Jill(Eds.), Strong Brands, Strong Relationships, Routledge.
Dalton, N. Amy and Li Huang (2015), “Motivated Forgetting of Identity-Linked Promotions Following Social Identity Threat,” in Berndt Schmitt and Leonard Lee (Eds.), The Psychology of the Asian Consumers, Sharpe Inc: NY.
CONFERENCE PRESENTATIONS (* denotes presenter)
Huang, Li*, Natalie Truong and Jennifer Argo (2016), “The Excitement of Rentals.” The Conference of Society for Consumer Psychology, St. Pete Beach, Florida, USA.
Huang, Li* and Priyali Rajagopal (2015), “The Ironic Effect of Social Sharing on Consumer Memory,” The Association for Consumer Research North American Conference, New Orleans, Louisiana, USA.
Huang, Li* and Thomas Kramer (2015), “Better the Devil You Don’t know: Collective Control Power and Social Comparison,” The Association for Consumer Research North American Conference, New Orleans, Louisiana, USA.
Huang, Li* and Priyali Rajagopal (2015), “In Pursuit of Social Identity Preservation: Motivated Forgetting Due to Collective Remembering” The Conference of Society for Consumer Psychology, Phoenix, USA.
Huang, Li* and Priyali Rajagopal (2014), “If You Remember It, I Can Forget It: Perceived Identity Preservation Effect of Social Sharing on Consumer Memory,” The Southeast Marketing Symposium, USA.
Huang, Li* and Wenyu Dou (2013), “When Brands Get Personal in Online Chatter: The Effects of Self-Disclosure and Anthropomorphism on Consumer-Brand Relationship,” The Association for Consumer Research North American Conference, Chicago, USA.
Dalton, N. Amy*, Rod Duclos, and Li Huang (2013), “Memory for Advertising: When do Consumers Remember and When do they Forget Social-Identity-Linked Ads?” Association for Consumer Research North American Conference, Chicago, USA.
Huang, Li* and Amy N. Dalton (2012), “You Can’t Always Forget What You Want: Social Identity and Memory for Identity-based Advertising,” The Association for Consumer Research North American Conference, Vancouver, Canada.
Huang, Li* and Anirban Mukhopadhyay (2010), “Is a Diamond Really Forever? Effects of Lay Theories of Love on Responses to Romance Appeals in Advertising,” Association for Research North American Conference, Jacksonville, USA.
Huang, Li*, Fue Zeng and Wenyu Dou (2008), “The Role of Social Factors and User Participation in User Responses to Advertising in Online Communities,” INFORMS Marketing Science Conference, Vancouver, Canada.