Education

2002-2006   Ph.D. in Mass Communications, School of Journalism and Mass Communications, University of South Carolina, USA

2000-2002   M.A. in Mass Communication, Department of Communication, School of Arts and Science, Virginia Polytechnic Institute and State University, USA

1989-1993   B.A. in English Linguistics and Literature, School of Foreign Language Studies, Jilin University, China

Working Experiences

2014.08-present Associate Professor, Renmin Business School, Renmin University of China, China

2007.07-2014.08 Assistant Professor, Renmin Business School, Renmin University of China, China

2005.08-2007.05 Assistant Professor, Communication Department, California Lutheran University, Thousand Oaks, California, USA

Consumer Behavior, Marketing Communications, Donor Behavior, Nonprofit Management

Marketing Communications (Undergraduate)
Marketing Research Methodology (Graduate)
Research Ethics and Thesis Writing (Graduate)
Marketing Management (IMBA)

International Marketing (MIB)

Journal Papers

1. Yan, Wang, Jing Jiang*, Ying Yang (2023). Magic odd numbers: The impact of numerical parity on variety seeking. Journal of Retailing and Consumer Services, 73, AR103345.

2. Yan, Wang, Jing Jiang, Xiushuang Gong (2023). “Simple = Authentic: The Effect of Visually Simple Design on Brand Authenticity and Brand Choice.” Journal of Business Research, co-first author, 166, AR 114078.

3. Yan Wang, Jing Jiang*. “The Impact of Environmental Disorderliness on Consumer Variety Seeking”, Acta Psychologica Sinica, First Author, 1, 87-90, 2022.

4. Jie Wang, Xiadan Zhang, & Jing Jiang*. “Healthy-Angular, Unhealthy-Circular: The Effect of Shape on Consumer Food Preference”, Journal of Business Research, corresponding author, online publication on October 22, 2021.

5. Xiadan Zhang, Xiushuang Gong, & Jing Jiang*. “Dump or Recycle? Nostalgia and Consumer Recycling Behavior”, Journal of Business Research, Corresponding author, 132, 594-603, 2021.

6. Yinghao Wu and Jing Jiang*. “More or Less? The Effects of Financial Constraints on Variety seeking behavior, Journal of Contemporary Marketing Science (JCMARS), 2020.

7. Yafeng Fan, Jing Jiang*, & Zuohao Hu. “Abandon Distinctiveness: The Influence of Nostalgia on Consumer Choice”, Psychology & Marketing, corresponding author, 37 (10), 1342-1351, 2020.

8. Yafeng Fan, Jing Jiang, & Zuohao Hu. “The Effects of Anthropomorphized Brand Relationships and Power Distance on Consumers’ Brand Preference”, China Business and Market, 34(6), 63-73, 2020.

9. Yinghao Wu, Jing Jiang. “Partner or Servant: How Anthropomorphized Brand Role Releases the Negative Effect of Social Exclusion”, Journal of Contemporary Marketing Science (JCMARS), 2 (3), 284-297, 2019.

10. Ying Wang, Jing Jiang. “Instant Consumer Response: An Examination of the Paths Influencing the Effectiveness of Mobile Advertising”, Journal of Digital and Social Media Marketing, 7(1), 1-20, 2019.

11. Yafeng Fan, Jing Jiang*, Wenquan Cui. “The Backfire Effect of Default Amounts on Donation Behavior in Online Donation Platform”, Acta Psychologica Sinica, corresponding author, 51(4), 415-427, 2019.

12. Jie Miao, Jing Jiang. Advertising: An Integrated Marketing Communication Perspective, Co-Editor, Renmin University Press, 2019.

13. Yinghao Wu, Jing Jiang*. “Partner or Servant: How Anthropomorphized Brand Role Releases the Negative Effect of Social Exclusion”, Journal of Marketing Science, correspoinding author, 2 (3), 44-57, 2018.

14. Yinghao Wu, Jing Jiang*. “The Numerosity Effects in Consumer Behavior”, Advances in Psychological Science, Corresponding Author, 26(9), 1680-1688, 2018.

15. Xiushuang Gong, Jing Jiang*. “The Effect of Incidental Similarity (“Dress Same”) on Consumers’ Product Disposition Intentions and Its Underlying Mechanism”, Acta Psychologica Sinica, Corresponding Author, 50 (3), 337-348, 2018.

16. Ying Pang, Jing Jiang*, Yinghao Wu. “Magic Numbers: Expressing Product Information in Odd Numbers Increases Consumers’ Preference for Healthy Food”, Journal of Marketing Science, 13(4), 104-123, 2017.

17. Yafeng Fan, Jing Jiang*. “Financial Constraint Decreases Consumers’ Variety Seeking Behavior”, Journal of Marketing Science, Correspoinding Author, 13 (2), 56-69, 2017.

18. Feiqiong Wei, Yafeng Fan, Jing Jiang*. “Information Searching Task Type and Searching Effort: The Mediating Role of Self-Efficacy”, Journal of Marketing Science, Corresponding Author, 13 (1), 83-97, 2017.

19. Ran Wei, Jing Jiang*. China’s image in western media: An agenda-setting study of news about China in 2013, Journal of International Communication, correspoinding author, 237 (2), 142-167, 2015.

20. Jing Jiang. “The Influences of Chinese Donor Behavior: An Emotional Adaptation Perspective”, China Soft Science, 6, 44-57, 2014.

21. Jing Jiang. “Emotion, Motivation, and Donor Behavior: An Examination of PSA Effectiveness”, Journal of International Communication, 4, 109-122, 2014.

22. Jing Jiang, Ran Wei, & Lin Jiang. “Power Distance and Online Organization-Public Relationship Building: A Comparative Analysis of U.S. and Chinese Corporate Websites, Chinese Journal of Communication, 6 (1), 81-102, 2013.

23. Jing Jiang, Ran Wei. “Influences of Culture and Market Convergence on the International Advertising Strategies of Multinational Corporations in North America, Europe and Asia”, International Marketing Review, 29 (6), 597-622, 2012. *Emerald Outstanding Paper Award Winner 2013.

24. Jing Jiang, Ran Wei, Lin Jiang. “Cultural Differences and Online Organization-Publics Relationship Building: A Comparative Study of Chinese and US corporate Websites”, Journal of International Communication, 8, 105-117, 2011.

Funds

25. The Impact of Moral Identity on Donation Behavior and Volunteering, National Social Science Foundation, 20BGL137, 2020.9-2023.9.

26. The Impact of Financial Constraints on Donation Behavior and Its Underlying Mechanism, 18YJA630044, Ministry of Education (China) Project of Humanities and Social Science, 2018.7-2021.12.

27. The Evolution of China Nonprofit Sector and The Donor Behavior, National Social Science Funds (08CJY007), 2008-2013.

28. The Effect of Perceived Brand Globalization on Consumer Behavior: A Global Consumption Culture Perspective, Brand Research Project, Renmin University of China (13XNI008), 2013-2018.

Cases and Textbooks

1. Jing Jiang, Jie Miao. Advertising: An Integrated Marketing Communication Perspective, 8th edition, Editor, Renmin University Press, 2023.

2. Jie Miao, Jing Jiang. Advertising: An Integrated Marketing Communication Perspective, 7th edition, Co-Editor, Renmin University Press, 2019.

3. Jie Miao, Jing Jiang. Modern Advertising, 6th edition, Associate Editor, Renmin University Press, 978-7-3001-3752-0, 2015.

4. Jing Jiang. The Evolution of China Nonprofit Sector and the Donor Behavior, Jilin University Press, 978-7-5677-0026-0, 2013.

Key community services

Academic Type:
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,

College/Department Type:
1. Member, Global Diversity Advisory Council, Yale School of Management;

Honors and Awards

2020     Teaching Excellence Award, IMBA, Renmin Business School

2018     Service Excellence Award, Renmin Business School

2016     Teaching Excellence Award, Undergraduate, Renmin Business School

2011     Third Place of Beijing Higher Education Teaching Contest, Beijing Municipal Education Committee

2011     First Place of Renmin University Teaching Contest, Renmin University of China

2010     Teaching Excellence Award, Renmin University of China

2010     Service Excellence Award, Renmin Business School