My research is mainly in the area of consumer decision making, especially how consumers make trade-off decisions in various contexts, such as food consumption and financial decisions.
Find out more about Jill Lei's experience
Jill Lei's highlights
Jill Lei's selected work
Counter-stereotypical products: Barriers to their adoption and strategies to overcome them
Inspirational appeals are more effective: The influence of strength emotions on persuasion..
Colour correct: the interactive effects of food label nutrition colouring schemes and food..
Displaying the most recent project by Jill Lei.
Displaying the 23 most recent scholarly works by Jill Lei.
Impact of vertical line extensions on brand attitudes and new extensions
Mauricio Palmeira, Jing Lei, Ana Valenzuela
Journal article | 2019 | European Journal of Marketing
Purpose Companies often extend brands to higher or lower quality tiers to access different market segments. However, the impact of..
Inspirational appeals are more effective: The influence of strength emotions on persuasion and donation
J Liang, Z Chen, J Lei
Journal article | 2017 | Rutgers Business Review
It is well acknowledged that people are more likely to donate when they feel sad about the victim of an unfortunate situation and ..
Empowering social change through advertising co-creation: The roles of source disclosure, sympathy and personal involvement
D Orazi, L Bove, J LEI
Journal article | 2016 | International Journal of Advertising
Despite the emerging trend of adopting co-creative approaches in public and non-profit advertising, research has overlooked partic..
Honours, Awards and Fellowships
Associate Professor In Marketing
Management And Marketing
PhD in Marketing
MSc in Marketing
University of Groningen
Bachelor in Business
Nanjing University of Science and Technology