Ying Ding

Education

• 2008.9 - 2014.1 Ph.D., Guanghua School of Management, Peking University
• 2004.9 – 2008.7 Bachelor, Guanghua School of Management, Peking University

Working Experiences

• 2018-Present Associate Professor, Department of Marketing, Renmin Business School, Renmin University of China
• 2014-2018 Assistant Professor, Department of Marketing, Renmin Business School, Renmin University of China

Research Interests

• Consumer Psychology and Behavior
• Green Consumption
• Self-concept Related Product Preferences

Courses

• Consumer Behavior (for MBA students)
• Consumer Behavior (for the International Exchange Students)
• Cognitive Psychology (for Mater-Doctoral Students)

Publications

Papers

Selected Academic Articles:

• Ding, Ying, and Sunxu Xu (2022), “Detrimental Impact of Contagious Disease Cues on Consumer Preferences for Anthropomorphic Products,” Marketing Letters (A-期刊), https://doi.org/10.1007/s11002-022-09614-x
• Xia Wang, and Ying Ding (2022), “The Impact of Monetary Rewards on Product Sales in Referral Programs: The Role of Product Image Aesthetics,” Journal of Business Research, 145, 828-842.
• Ding, Ying, Yanping Tu, Jingchuan Pu, Liangfei Qiu (2021), “Environmental Factors in Operations Management: The Impact of Air Quality on Product Demand,” Production and Operations Management (UT/DALLAS 24), 30 (9), 2910-2924, https://doi.org/10.1111/poms.13410.
• Pang, Jun, and Ying Ding (2021), “Blending Package Shape with the Gender Dimension of Brand Image: How and Why,” International Journal of Research in Marketing, 38 (1), 216-231, corresponding author.
• Ding, Ying, Jiaqi Zhong, Guoqing Guo, Fengchao Chen (2021), “The Impact of Reduced Visibility Caused by Air Pollution on Construal Level,” Psychology & Marketing (SSCI, B), 38 (1), 129-141.
• Ding, Ying and Hean Tat Keh (2017), “Consumer Reliance on Intangible versus Tangible Attributes in Service Evaluation: The Role of Construal Level,” Journal of the Academy of Marketing Science (A-, FT50 Journal), 45 (6), 848-86.
• Ding, Ying, Echo Wen Wan, and Jing Xu (2017), “The Impact of Identity Breadth on Consumer Preference for Advanced Products,” Journal of Consumer Psychology (A-，FT50 Journal), 27 (2), 231-244.
• Wang, Lili and Ying Ding (2017), “An Exemption for Pioneer Brands: The Influence of Brand Community Rejection on Brand Evaluation,” European Journal of Marketing, 51 (5-6), 1029-1048.
• Ding, Ying, Hean Tat Keh (2016), “A Re-Examination of Service Standardization versus Customization from the Consumer’s Perspective,” Journal of Services Marketing, 30 (1), 16-28.
• Ying Ding, Xiushaung Gong (2016), The Influence of Social Exclusion on Product Tactile Information Preference and Its Mechanism, Acta Psychologica Sinica (CSSCI, Chinese Core Journals), No.10, Volume 48, p. 1302, p. 1313.
• Xiushaung Gong, Ying Ding (2016), Review and Prospect of Social Exclusion Research from the Perspective of Marketing, Journal of Marketing Science, (CSSCI, Chinese Core Journals), 12 (4), pp. 109-123.
• Echo Wen Wan, Jing Xu, and Ying Ding (2014), “To Be or Not To Be Unique: The Effect of Social Exclusion on Consumer Choice,” Journal of Consumer Research, 40 (6), 1109-1122, Corresponding Author, (A, UT/DALLAS 24 Journal).
• Ding, Ying, Echo Wen Wan, and Jing Xu (2014), “Will a Broad Identity Increase Preference For More Advanced Products? The Impact of Identity Breadth on Consumer Choice”, in NA - Advances in Consumer Research, Vol 42, eds. June Cotte and Stacy Wood, Duluth, MN: Association for Consumer Research, Pages: 455-456 (ESI).

Book

Associate Editor, Consumer Psychology and Behavior (Fifth Edition) (580 thousand words), China Renmin

University Press; "12th Five-Year" National Planning Textbook, Beijing Higher Education Top-quality Textbook.

Services & Awards

Key community services

• 2014 – Present Member, Editorial Board, Journal of Marketing Science;
• 2011 – Present Member, Association for Consumer Research.

Honors and Awards

Awards:

• 2016 Excellent Paper Award of China Marketing Science Annual Conference;
• 2016 Advanced Worker Prize of Renmin University of China;
• 2015 Social Service Excellent Individual of Renmin Business School, Renmin University of China;
• 2015 Second Prize the Eighth Young Teacher Basic Skills Competition, Renmin University of China;
• 2014 Excellent Reviewers Award, Journal of Marketing Science;
• 2013 Best Conference Paper, the 10th Session Annual Conference of JMS China Marketing Science; 2013 Excellent Reviewers Award, Journal of Marketing Science;
• 2012 Second Prize of the Best Doctoral Paper Award, the 9th Session of Annual Conference of China Marketing Science;
• 2011 First Prize of the Best Doctoral Paper Award, the 8th Session of Annual Conference of China Marketing Science;
• 2011-2012 Graduate Student National Fellowship;
• 2008-2009 Leo Koguan Scholarship, Peking University;
• 2008 Excellent College Graduate in Beijing;
• 2008 Special Award of “Challenge Cup” Academic Competition, Peking University.

Media Coverage:

• 2014.12.17 "Mainstream" or "Niche": How Does Exclusion Affect Consumer Choice? published on [Thesis Story] of Guokr.com
• 2017.08.29 Buying Basic or Upgrade Version of the Product? It Depends on Your Identity Cognation, published on JIJITANG.

Speech at Social Media:

Excellent Course of Logic Overlord Class, YOUKU; Logic 6 Minutes Mini Class, The Himalayan.