Huang, Li, Laura Pricer (2023), “How Video Conferencing Promotes Preferences for Self-Enhancement Products,” International Journal of Research in Marketing, forthcoming.
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)
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.
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.
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.
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)
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 on Consumer Cognition,” (R & R at International Journal of Research in Marketing).
Zheng, Xiaoyun, Murong Miao, Lu Zhang, and Li Huang, “Virtual Influencer Marketing” (R & R at the Journal of Business Research)
Huang, Li, Natalie Truong, Priyali Rajagopal and Anil Mathur, “How Medical AI Impacts Unethical Behaviors,” (Under Review at the Journal of Business Ethics)
Huang, Li, Natalie Truong, and Jennifer Argo, “The Excitement of Rentals,” (In preparation for submission to Journal of Consumer Psychology)
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)
WORKING PAPERS
Huang, Li, Hang Nguyen, "The Closeness Buffering Effect of Negative WOM,", Target: Journal of Marketing
Huang, Li, Frank Zheng, and Adrian Ward, "Social Media Audience Size Effects on Consumer Memory", Target: Journal of Consumer Research
Huang, Li, Anastasiya P. Ghosh, "Renting, A Single's Market?", 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 Liang Huang, "Bio-payment and Consumer's Pre-owned Consumption," (2 studies complete)
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, 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.