Jing Jiang

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
• 1994.12-1999.10 Public Relations Department, China Construction Bank, Beijing Branch, Beijing, China
• 1993.09-1994.12 Assistant Professor, Foreign Languages Department, Capital University of Medical Sciences, Beijing, China

Research Interests

Consumer Behavior, Marketing Communications, Donor Behavior, Nonprofit Management

Courses

• Principles of Marketing (Undergraduate Level)
• Marketing Communications (Undergraduate Level)
• Marketing Research Methodology (Graduate Level)
• Research Ethics and Thesis Writing (Graduate Level)
• Marketing Management (IMBA Course)
• Consumer Behavior (MBA Course)

Publications

Journal Papers

1. 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.
2. Yan Wang, Jing Jiang*. “The Impact of Environmental Disorderliness on Consumer Variety Seeking”, Acta Psychologica Sinica, First Author, 1, 87-90, 2022.
3. Xiadan Zhang, Xiushuang Gong, & Jing Jiang*. “Dump or Recycle? Nostalgia and Consumer Recycling Behavior”, Journal of Business Research, Corresponding author, 132, 594-603, 2021.
4. Yinghao Wu and Jing Jiang*. “More or Less? The Effects of Financial Constraints on Variety seeking behavior, Journal of Contemporary Marketing Science (JCMARS), 2020.
5. Yafeng Fan, Jing Jiang*, & Zuohao Hu. “Abandon Distinctiveness: The Influence of Nostalgia on Consumer Choice”, Psychology & Marketing, corresponding author, 37 (10), 1342-1351, 2020.
6. 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.
7. 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.
8. 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.
9. 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.
10. Jie Miao, Jing Jiang. Advertising: An Integrated Marketing Communication Perspective, Co-Editor, Renmin University Press, 2019.
11. 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.
12. Yinghao Wu, Jing Jiang*. “The Numerosity Effects in Consumer Behavior”, Advances in Psychological Science, Corresponding Author, 26(9), 1680-1688, 2018.
13. 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.
14. 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.
15. Yafeng Fan, Jing Jiang*. “Financial Constraint Decreases Consumers’ Variety Seeking Behavior”, Journal of Marketing Science, Correspoinding Author, 13 (2), 56-69, 2017.
16. 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.
17. 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.
18. Jing Jiang. “The Influences of Chinese Donor Behavior: An Emotional Adaptation Perspective”, China Soft Science, 6, 44-57, 2014.
19. Jing Jiang. “Emotion, Motivation, and Donor Behavior: An Examination of PSA Effectiveness”, Journal of International Communication, 4, 109-122, 2014.
20. 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.
21. 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.
22. 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

1. The Impact of Moral Identity on Donation Behavior and Volunteering, National Social Science Foundation, 20BGL137, 2020.9-2023.9.
2. 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.
3. The Evolution of China Nonprofit Sector and The Donor Behavior, National Social Science Funds (08CJY007), 2008-2013.
4. 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. The retail strategies of Lenovo Lecoo, 2022, Renmin Business School Case.
2. The branding strategies of non-profit organization: The case of One Foundation. The case won Best Teaching Cases, 2009.
3. [Textbook] Jing Jiang. Advertising: An Integrated Marketing Communication Perspective, Editor, Renmin University Press, 2022.
4. [Textbook] Jie Miao, Jing Jiang. Advertising: An Integrated Marketing Communication Perspective, Co-Editor, Renmin University Press, 2019.
5. [Textbook] Jie Miao, Jing Jiang. Modern Advertising, 6th edition, Associate Editor, Renmin University Press, 978-7-3001-3752-0, 2015.
6. [Book] Jing Jiang. The Evolution of China Nonprofit Sector and the Donor Behavior, Jilin University Press, 978-7-5677-0026-0, 2013. [Book Chapter] Ran Wei, Jing Jiang. “New Media Advertising and Their Social Impact in China”, in Hong Chen, New Communication Technologies and Chinese Society, Copenhagen University Press, 978-87-630-0227-1, 2009.

Services & Awards

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 (北京市教工委)
• 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