PUBLICATIONS

  •  Kim, Soyoung, and Li Huang (2025), "The Effectiveness of Virtual Influencers in Luxury Brand Promotion:  The Roles of Tactile Presentation Style and Autonomy ," Journal of Global Marketing, forthcoming. https://doi.org/10.1080/08911762.2025.2580341 
  • Zheng, Xiaoyun, Murong Miao, Lu Zhang and Li Huang (2024), “Standing-out or Fitting in: How Perceived Autonomy Affects Virtual Influencer’s Marketing Outcomes,” Journal of Business Research, 185, 1-17. (Equal Contribution)  https://doi.org/10.1016/j.jbusres.2024.114917
  • Huang, Li, Laura Pricer (2024), “How Video Conferencing Promotes Preferences for Self-Enhancement Products,” International Journal of Research in Marketing, 41(1), 93-112. https://doi.org/10.1016/j.ijresmar.2023.09.001​
  • Mathur, Anil, Keun S. Lee, Li Huang, Songpol Kulviwat and Jieriong Ma (2024), “Engaging with Customers Online: The Case of Online Video Chat, “ Full paper published at American Marketing Association 2024 Winter Conference Proceedings.
  • Yu, Ying, Li Huang, Ping Qing, Tong Chen, (2022), "Humor Use in Response to Negative Publicity on Social Media", Journal of Interactive Marketing,57(4), 601-13. (Co-first author) https://doi.org/10.1177/10949968221123771
  • Chi, Yunjia, Ping Qing, Yong Jimmy Jin, Jinjun, Yu, Maggie Dong and Li Huang (2022), "Competition or spillover? Effects of platform-owner entry on provider commitment," Journal of Business Research, 144, 627-36. https://doi.org/10.1016/j.jbusres.2021.12.073
  • 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), 63-71. https://doi.org/10.1086/711839
  • 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. https://doi.org/10.1016/j.ijresmar.2015.06.004
  • 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) https://doi.org/10.1086/674198​
  • Zeng, Fue, Li Huang, and Wenyu Dou (2009), “Social Factors in User Perceptions and Responses to Advertising in Online Social Networking Communities,” Journal of Interactive Advertising, 10, 1-13.  ​https://doi.org/10.1080/15252019.2009.10722159​



     MANUSCRIPTS UNDER REVIEW

  • Huang, Li, Priyali Rajagopal and Nicole Montgomery, “Anthropomorphic Perceptions on Consumer Cognition and Decisions” (R & R at the Journal of Consumer Research)
  • Pricer, Laura, Priyali Rajagopal and Li Huang, “The Effects of AIVA-enabled search” (R & R at International Journal of Research in Marketing).
  • Huang, Li, Natalie Truong, and Jennifer Argo, “The Excitement of Rentals,” (R & R at Journal of Consumer Psychology)
  • Yu, Ying, Li Huang, Ziwei Zhou and Ning Wang “Sensory Cues in Video Marketing,” (Under Review at International Journal of Research in Marketing)

WORKING PAPERS

  • Huang, Li, Natalie Truong, Priyali Rajagopal and Anil Mathur, “Medical AI and Consumer Behaviors,” (In preparation for submission to Journal of Consumer Psychology)
  • Yu, Ying, Li Huang, and Ziwei Zhou, “The Impact of Hidden Price in Social Media Promotions,” (In preparation for submission to Journal of Retailing)
  • Dalton, N. Amy, Rod Duclos and Li Huang, “Memory for Identity-Linked Advertising,” (In preparation for submission to the Journal of Marketing Research)
  • Huang, Li and Priyali Rajagopal, “Social Sharing and Consumer Memory,” (In preparation for submission to the Journal of Consumer Psychology)
  • Mathur, Anil, Li Huang and Songpol Kulviwat, “Computer Assisted Voice Analysis for Emotion Assessment,” (In In preparation for submission to Human Computer Interaction)​​

SELECTED RESEARCH IN PROGRESS

  • Huang, Li, and Hang Nguyen, "Negative WOM in Consumer Decisions", Target: Journal of Marketing
  • Huang, Li, and Liang Huang, "Biopayment and Consumer Decisions", Target: Journal of Consumer Research
  • Truong, Natalie, Li Huang, and Jennifer Argo, “Identity-Incongruent Consumption ”  Target: Journal of Consumer Research
  • Huang, Li and Gita Johar “Generative AI and Consumer’s Healthcare Decisions" Target: Journal of Consumer Research
  • Huang, Li, Frank Zheng, and Adrian Ward, "Social Media Audience Size ", Target: Journal of Consumer Research
  • Huang, Li, Anastasiya P. Ghosh, "Renting, A Single's Market?", Target: Journal of Marketing ​​

PEER REVIEWED BOOK CHAPTERS

  • Huang, Li (2019), “Watch Out! Your Memories Shared on Social Media May Slip Away from Your Brain,” Hofstra Horizons, 13-18.                                                                             

  • 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

  • Yu, Ying, Li Huang, Ziwen Zhou and Ning Wang (2024), “Feast for the Ears: The Power of Eating Sounds on Live-Streaming Viewer Engagement in Social Media Spaces,” NA - Advances in Consumer Research, Volume 52, eds. Joseph K. Goodman, Hilke Plassmann, and Cristel Russell: Association for Consumer Research.
  • Yu, Ying, Li Huang, and Ning Wang (2024), “The Impact of Hidden Price Strategies on Consumer Engagement in Social Media Promotions,” NA - Advances in Consumer Research, Volume 52, eds. Joseph K. Goodman, Hilke Plassmann, and Cristel Russell: Association for Consumer Research.
  • Troung, Natalie, Li Huang, and Jennifer Argo (2024), “I Buy Who I AM but I Rent Who I AM Not: Identity-Incongruent Consumption in Rentals”, NA - Advances in Consumer Research, Volume 52, eds. Joseph K. Goodman, Hilke Plassmann, and Cristel Russell: Association for Consumer Research.
  • Huang, Li, Natalie Troung, Priyali Rajagopal and Anil Mathur (2023), “How Medical AI Reduces Unethical Behaviors,” ACR North American Conference, Seattle, USA
  • Huang, Li*, Laura Pricer (2022), “Zooming for an Ideal Self: How Video Conferencing Promotes Desires for Self-Enhancing Products, NA - Advances in Consumer Research, Volume 50, eds. Haipeng (Allan) Chen, Giana Eckhardt, and Rebecca Hamilton: Association for Consumer Research.
  • Yu, ying, Li Huang*, Ping Qing, Tong Chen (2021), “Humor Use in Response to Negative Publicity,” NA - Advances in Consumer Research, Volume 49, eds. Tonya Williams Bradford, Anat Keinan, Matthew Thomson: Association for Consumer Research.
    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.