PUBLICATIONS

  • 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.

  • Huang, Li, Zhi Lu and Priyali Rajagopal (2020), " Numbers not Lives: AI Dehumanization Undermines COVID-19 Preventive Intentions", Journal of the Association for Consumer Research, 6 (1), forthcoming.  

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)

  • Huang, Li, Priyali Rajagopal, Nicole Votolato Montgomery, "Digital Social and Brand Anthropomorphism," (R & R at Journal of Marketing (Dissertation Essay 2)

WORKING PAPERS


  • Huang, Li, Natalie Truong, Jennifer Argo,"Excitement of Rentals" , Target: Journal of Consumer Research 
  • Huang, Li, Anastasiya P. Ghosh, "Renting, A Single's Market?", Target: Journal of Marketing 
  • Huang, Li, Hang Nguyen, "The Closeness Buffering Effect of Negative WOM,", Target: Journal of Marketing    
  • Huang, Li and Wenyu Dou, “Brand Communication on Social Media,” Target: Journal of Marketing​​

SELECTED RESEARCH IN PROGRESS

  • ​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.
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