Department of Marketing    Associate Professor (Tenured)

Phone:(86) (10)62796900

Office:B437 Lihua Building

Office Hours:Thu. 10:00-12:00

Educational Background

2004.9 Ph.D. in Marketing, The Chinese University of Hong Kong, Hong Kong

2000.12 Master in Economics, Xi'an Jiaotong University, Xi'an, China

1998.7 Bachelor in Industrial Trade, Xi'an Jiaotong University, Xi'an, China


Work Experience

2017.7-   Associate Professor with Tenure, Tsinghua University

2007.12-2017.7   Associate Professor, Tsinghua University

2004.10-2007.12   Assistant Professor, Tsinghua University



Consumer Behavior, Services Marketing, Customer Relationship Management, Insights into Advertising, Pricing Strategy, Marketing Management etc.


Research Areas

Her main research areas include consumer decision making, consumer satisfaction and regret, service marketing, marketing applications of behavioral economics.

She is the person-in-charge for many projects from the National Natural Science Foundation of China, including "Study on the Influence of the Brand Logo's Situation Contingent Design on Consumers' Responses", "Study on consumer's Attribute Evaluation and Willingness to Accept Price Premium of Green Products", "Analysis of Transaction Dilemmas of Second-Hand Products and the Corresponding Transaction Stimulation Strategies", "Investigation of the Relationships among Employee Satisfaction, Customer Satisfaction and Management Support in Post-Purchase Sector in Services", "Investigation of the Factors Influencing the Effects of Probabilistic Prize Promotions", "The Dynamic Impacts of Consumer Expectation Uncertainty and Regret on Satisfaction and Choice." All her finished NSFC projects charged got "excellent" in post-evaluations.

She is the person-in-charge for sub-projects for NSFC import project "Study on the Growth and Innovation of Chinese Local Brands", major project from Ministry of Education "Customer Insights and Marketing in the Era of Mobile Internet" etc.



Her academic publications include many top international or domestic journals, such as Journal of Consumer Psychology, Journal of Retailing, International Journal of Research in Marketing, Marketing Letters, European Journal of Marketing, Journal of Business Research, Journal of Management Sciences in China, Chinese Journal of Management Science, Acta Psychologica Sinica, Systems Engineering – Theory & Practice, China Soft Science (in Chinese), and Nankai Business Review (in Chinese), Journal of Marketing Science, Journal of Financial Research etc.


Industry Experience

Serving on the editorial boards of Journal of Marketing Trends, Journal of Marketing Science (in Chinese), Luojia Management Review, and other academic communities. Offered customized courses for China Mobile, China Merchants Bank, Bank of China, China Construction Bank, Agricultural Bank of China, SINOPEC, Air China, China Eastern, China Southern, Monsanto, Changjiang Securities, Beijing Telecom, Beijing Postal Office, Sibao Groups, Longji Groups etc.



Certificate for the Best Supervisor for Ph.D. dissertation by Tsinghua (2016/2012); Excellent Faculty Award of School of Economics and Management, Tsinghua University; Certificate for the Best Supervisor for Graduate/Undergraduate dissertation by Tsinghua; Best Paper Award by Track for AMA Summer Educators' Conference; Best Paper Award for Journal of Marketing Science Conference etc.