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, 7 (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 PROCEEDINGS

  • Huang, Li*, Hang Nguyen (2020), “The Closeness Buffering Effect: How Closeness Weakens Negative WOM Impacts,” NA - Advances in Consumer Research, Volume 48, eds. Jennifer Argo, Tina m. Lowrey, Hope J Schau, Paris: Association for Consumer Research.
  • Yu, Yang, Li Huang*, and Morgan Yang (2020), “Multiple Social Identities Increase Tolerance of Unethical Behaviors,” NA - Advances in Consumer Research, Volume 48, eds. Jennifer Argo, Tina m. Lowrey, Hope J Schau, Paris: Association for Consumer Research.
  • Chi, Yunjia, Fue Zeng, and Li Huang* (2020), “When Technology environment is More Indulging: Impact of Accessibility to Technology-Equipped Environment on Self Control Behaviors,” NA - Advances in Consumer Research, Volume 48, eds. Jennifer Argo, Tina m. Lowrey, Hope J Schau, Paris: Association for Consumer Research.
  • Huang, Li*, Priyali Rajagopal, Nicole Montgomery (2019), “Digitally-Mediated Interactions: How Anthropomorphic Perceptions Impact Digitally Shared Memories,” Theory and Practice in Marketing Conference, Columbia University.
  • Huang, Li*, Frand Zhang, and Adrian Ward (2018), “How Broadcasting versus Narrowcasting on Social Media Affects Consumer Memory” The Society for Consumer Psychology Conference Proceedings, 480-483.
  • Huang, Li*, Priyali Rajagopal (2017), “Is Technology a Dangerous Dependency? The Effects of Anthropomorphism in Digital Sharing,” in NA - Advances in Consumer Research,Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 673-674.
  • Huang, Li*, Anastasiya Pocheptsova (2017), “Renting Alone? Relationship Status and Differential Appeal of Acquisition Modes,” in NA - Advances in Consumer Research, Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1034-1034.
  • Huang, Li*, Natalie Troung, and Jennifer Argo (2017), “Exploring Fling Relationships with Rented Products,” in NA - Advances in Consumer Research, Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1034-1034.
  • Huang, Li*, Natalie Truong and Jennifer Argo (2016), “The Excitement of Rentals.” The Society for Consumer Psychology Conference Proceedings, 23-23.
  • Huang, Li* and Priyali Rajagopal (2015), “To Share or Not to Share: The Ironic Effect of Social Sharing on Consumer Memory,” in NA - Advances in Consumer Research, Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 560-561.
  • Huang, Li* and Thomas Kramer (2015), “Better the Devil You Don’t know: Collective Control Power and Social Comparison,” in NA - Advances in Consumer Research, Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 790-790.
  • Huang, Li* and Priyali Rajagopal (2015), “In Pursuit of Social Identity Preservation: Motivated Forgetting Due to Collective Remembering,” The Society for Consumer Psychology Conference Proceedings, 223-224.
  • 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,” in NA - Advances in Consumer Research, Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
  • 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?” in NA - Advances in Consumer Research, Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
  • Huang, Li* and Amy N. Dalton (2012), “You Can’t Always Forget What You Want: Social Identity and Memory for Identity-based Advertising,” in NA - Advances in Consumer Research Volume, Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1038-1038.
  • Huang, Li* and Anirban Mukhopadhyay (2010), “Is a Diamond Really Forever? Effects of Lay Theories of Love on Responses to Romance Appeals in Advertising,” in NA - Advances in Consumer Research, Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.
  • 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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