2002.08-2006.06 Ph.D., School of Journalism and Mass Communications, University of South Carolina, U.S.
2000.08-2002.05 Master, Department of Communication, Virginia Polytechnic Institute and State University, U.S.
1989.09-1993.07 Bachelor, Department of English Linguistics and Literature, Jilin University
2007.07-Present Associate Professor, Department of Marketing, Renmin Business School, Renmin University of China
2005.08-2007.05 Assistant Professor, Department of Communication, California Lutheran University, U.S.
2002.08-2005.06 Research Assistant, School of Journalism and Mass Communications, University of South Carolina, U. S.
2000.08-2002.05 Teaching Assistant, Department of Communication, Virginia Polytechnic Institute and State University, U. S.
1994.12-1999.10 Public Relations Department, China Construction Bank, Beijing Branch
1993.09-1994.11 Assistant Professor, English Teaching and Research Section, Department of Foreign Languages, Capital Medical University
Consumer Behavior, Advertising, Corporate Public Relations, Non-profit Organization Management
For Undergraduates (Teaching in Chinese): Principles of Marketing (fundamental core course for undergraduates), Public Relations (selective courses for bachelors)For Undergraduates (Teaching in English): Principles of Marketing (fundamental core course
Selected Journal Papers:
1.The Effect of Incidental Similarity on Consumers’ Product Disposition Intentions and its Underlying Mechanism, corresponding author, Acta Psychologica Sinica, No, 2 (2018), CSSCI;
2.TheEffect of Financial Constraints on Consumer's Variety Seeking Behavior, corresponding author, Journal of Marketing Science, No. 2 (2017), CSSCI;
3.Information Searching Task Type and Searching Efforts: The Mediating Role of Self Efficacy, Corresponding Author, Journal of Marketing Science, No. 1 (2017), CSSCI;;
4.China’s Image in Western Media: An Agenda-Setting Study of News about China in 2003, Corresponding Author, Journal of International Communication, No. 2 (2015), CSSCI;
5.The Mechanism Affecting the Decision-making Process: An Emotional Adaptation Perspective, Independent Author, China Soft Science, No. 6 (2014), CSSCI;
6.The Effect of Public Service Ads on Donation Intention: An Emotional Adaptation Perspective, Independent Author, Journal of International Communication, No. 4 (2014), CSSCI;
7.Power Distance and Online Organization-Public Relationship Building: A Comparative Analysis of U.S. and Chinese Corporate Websites, First Author, Chinese Journal of Communication, No. 3 (2013), SSCI;
8.Influences of Culture, Country Origin and Product Category on the International Advertising Strategies of Multinational Corporations in North America, Europe and Asia, First Author, International Marketing Review, December 2012, SSCI;
9.Figures of Speech, Cue Relatedness, and Message Involvement: How do They Affect Consumers’ Attitude Persistence? First Author, Social Behavior and Personality, April 2012, SSCI;
10.Cultural Variations and Mediated Organization-Publics Relationship Building: A Content Analysis of U.S. and Chinese Corporate Websites, First Author, , Journal of International Communication, No. 8 (2011), CSSCI;
11.The Impact of Price Discount, Product Complementarity, and
1.Modern Advertisement, Deputy Editor (Executive Editor), China Renmin University Press, 2015. The textbook is one of the textbook series of the “13th Five-Year National Textbooks”;
2.Case Name: The Business Mode of Lefeng.com, Renmin University - Taiwan University Management Case Development, 2013;
3.Case Name: Brand Communication Strategy of VANCL, Renmin University-Taiwan University Management Case Development, 2012;
4.Case Name: Case Study on Brand Building Strategy of Jet Li One Foundation, which was elected into the First Session “Top 100 Excellent Teaching Cases” organized by China Management Case Sharing Center in 2010.
Key community services
1. Special Researcher, Non-profit Organization Research Center of Renmin University of China;
2. Paper Reviewer, Mass Communication and Society;
3. Paper Reviewer, Acta Psychologica Sinica;
4. Paper Reviewer, Study on China Administration for Industry & Commerce;
5. Paper Reviewer, American Marketing Association (AMA);
6. Paper Reviewer, American Consumer Research (ACR);
7. Member of international academic organizations: AMA and ACR,
1. Member, Global Diversity Advisory Council, Yale School of Management;
Honors and Awards
2016 The Best Teaching Award for Undergraduate Courses, Renmin Business School;
2011 3rd Prize of the 7th Beijing Higher Education Teaching Contest;
2011 Outstanding Prize of the 6th Renmin University Teaching Contest;
2011 Excellent Undergraduate Teaching, Renmin Business School
2010 The Award for Best Performance in Social Services, Renmin Business School,
2010 The Best Teaching Award, Renmin University of China;
2009 The Best Undergraduate Course, Renmin Business School;
2008 The Best Undergraduate Course, Renmin Business School.
RMBS made the Top-50 list of MBA,
EMBA and EE programs——The Financial Times
@Business School, Renmin University of China 京ICP备05066828号-1