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Krista J. Li

Indiana University

Blanche "Peg" Philpott Professor and Associate Professor

107 S Indiana Ave

100 South Woodlawn

Bloomington, IN 47405

United States

http://https://kristajli.com/

  • Indiana University

SCHOLARLY PAPERS

24

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Rank 25,819

SSRN RANKINGS

Top 25,819

in Total Papers Downloads

4,914

TOTAL CITATIONS
Rank 17,976

SSRN RANKINGS

Top 17,976

in Total Papers Citations

74

Scholarly Papers (24)

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1.

COVID-19 Pandemic: Social Distancing, Public Policy, and Market Response

Number of pages: 19 Posted: 07 May 2020 Last Revised: 08 May 2020
Krista J. Li and Xi Li
Indiana University and The University of Hong Kong - School of Business
Downloads 980 (58,330)
Citation 7

Abstract:

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COVID-19 pandemic, coronavirus, social distancing, public policy

2.

Quality Disclosure Under Consumer Loss Aversion

Number of pages: 74 Posted: 24 Mar 2020 Last Revised: 05 Dec 2020
Jianqiang Zhang and Krista J. Li
Jiangnan University-School of Business and Indiana University
Downloads 702 (93,670)
Citation 13

Abstract:

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loss aversion, quality disclosure, behavioral economics, game theory

3.

Behavior-Based Pricing: An Analysis of the Impact of Peer-Induced Fairness

Number of pages: 37 Posted: 28 Mar 2015
Krista J. Li and Sanjay Jain
Indiana University and University of Texas at Dallas
Downloads 662 (100,469)
Citation 38

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Fairness; Behavior-Based Pricing; Dynamic Pricing; Game Theory; Behavioral Economics.

4.

Product Safety and Liability with Deceptive Advertising and Moral Hazard

Number of pages: 58 Posted: 05 Jun 2024
Xu Guan, Huan Cao, Yucheng Ding and Krista J. Li
Huazhong University of Science and Technology, affiliation not provided to SSRN, Wuhan University and Indiana University
Downloads 412 (190,748)
Citation 1

Abstract:

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5.

Behavior-Based Pricing in Marketing Channels

Number of pages: 38 Posted: 15 Sep 2017 Last Revised: 26 Mar 2018
Krista J. Li
Indiana University
Downloads 398 (186,949)
Citation 3

Abstract:

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behavior-based pricing, dynamic pricing, marketing channels, game theory

6.

Parallel Imports of Status Goods: A Strategic Analysis of Aesthetic Design

Number of pages: 42 Posted: 28 Mar 2022
Krista J. Li, Jianqiang Zhang and Richard Schaefer
Indiana University, Jiangnan University-School of Business and Independent
Downloads 248 (317,870)

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parallel imports, gray market, status goods, conspicuous consumption, behavioral game theory

7.

Behavior-Based Quality Discrimination

Number of pages: 28 Posted: 30 Aug 2019
Krista J. Li
Indiana University
Downloads 247 (317,870)

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behavior-based pricing, customer recognition, game theory, OM-marketing interface

8.

Retention or Acquisition? Behavior-Based Quality Disclosure

Number of pages: 43 Posted: 22 Feb 2025
Jianqiang Zhang and Krista J. Li
Jiangnan University-School of Business and Indiana University
Downloads 246 (333,232)
Citation 3

Abstract:

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9.

Optimal Distinctiveness at Multiple Levels: Examining the Impact of Within- and Between- Organization Distinctiveness of Product Design on Market Performance

Number of pages: 70 Posted: 10 Jan 2022
Bu Juan, Eric Yanfei Zhao, Krista J. Li and Joanna Li
affiliation not provided to SSRN, affiliation not provided to SSRN, Indiana University and affiliation not provided to SSRN
Downloads 228 (336,244)
Citation 7

Abstract:

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optimal distinctiveness, within-organization distinctiveness, between-organization distinctiveness, product design, market performance

10.

Status Goods and Vertical Line Extensions

Number of pages: 46 Posted: 26 Mar 2018
Krista J. Li
Indiana University
Downloads 177 (440,151)

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conspicuous consumption, status goods, vertical line extensions, status preferences

11.

Transparency of Behavior-Based Pricing

Posted: 30 Aug 2019 Last Revised: 29 Apr 2020
Xi Li, Krista J. Li and Xin (Shane) Wang
The University of Hong Kong - School of Business, Indiana University and University of Western Ontario
Downloads 173 (451,954)
Citation 1

Abstract:

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behavior-based pricing, privacy, transparency, signaling, game theory

12.

Product Innovation with Customer Recognition

Number of pages: 38 Posted: 08 Jul 2021
Krista J. Li
Indiana University
Downloads 162 (464,454)

Abstract:

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13.

Same or Different?: An Aesthetic Design Question

Number of pages: 39 Posted: 12 Jan 2019
Krista J. Li and Yan 'Lucy' Liu
Indiana University and Texas A&M University - Department of Marketing
Downloads 153 (500,001)

Abstract:

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product design, product differentiation, status goods, game theory, behavioral economics

14.

How Does Customer Recognition Affect Service Provision?

Number of pages: 42 Posted: 27 Jan 2021
Krista J. Li and Jianqiang Zhang
Indiana University and Jiangnan University-School of Business
Downloads 126 (584,619)
Citation 1

Abstract:

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customer recognition, service provision, customer-relationship management, distribution channel, game theory

15.

Real-Time Narrative Strategies in Livestream Commerce: Impact of Emotional Stability on Product Sales

Posted: 04 Mar 2026
Hanyang (Hans) Wang, Xingyu Wang and Krista J. Li
Indiana University Bloomington, Chongqing University - School of Economics and Business Admininstration and Indiana University

Abstract:

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livestream e-commerce, Emotions as Social Information (EASI) theory, digital narratives, new technologies in marketing

16.

Live Stream Selling and Pay-What-You-Want Tips

Posted: 27 Aug 2025
Krista J. Li, Jianqiang Zhang and Xian Gu
Indiana University, Jiangnan University-School of Business and Indiana University, Bloomington

Abstract:

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Live Streaming, Pay-What-You-Want Pricing, Reciprocity, Influencer Marketing, Behavioral Economics

17.

Platform Certification and Consumer Verification

Posted: 24 Jun 2025
Bin Chen, Xu Guan and Krista J. Li
Huazhong University of Science and Technology, Huazhong University of Science and Technology and Indiana University

Abstract:

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18.

Regulating Misinformation in Influencer Marketing

Posted: 12 Mar 2025
Xu Guan, Krista J. Li and Menagchu Li
Huazhong University of Science and Technology, Indiana University and Huazhong University of Science and Technology

Abstract:

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19.

Emotions that Sell: The Effects of Virtual Live Streamers' Emotional Diversity and Arousal on Sales

Posted: 02 Jan 2025
Han Cai, Krista J. Li, Lusi Wu and Jiaming Fang
University of Electronic Science and Technology of China (UESTC), Indiana University, University of Electronic Science and Technology of China (UESTC) and University of Electronic Science and Technology of China (UESTC)

Abstract:

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Livestreaming e-commerce, Virtual streamer, Verbal emotion, Emotional diversity, Emotional arousal

20.

Multitasking and Goal-Setting: A Strategic Analysis Considering Self-Control

Posted: 18 Dec 2024
Dong Wook Chae, Krista J. Li and Yao Yao
Indiana University - Kelley School of Business - Department of Marketing, Indiana University and School of Business, Jiangnan University

Abstract:

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multitasking, goal-setting, self-control, hyperbolic discounting, behavioral game theory

21.

AI Interviews and Strategic Applicants

Posted: 04 Dec 2024
Chaochao Huang, Quan Zheng and Krista J. Li
International Institute of Finance, School of Management, University of Science and Technology of China, University of Science and Technology of China - School of Management and Indiana University

Abstract:

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AI interviews, algorithm design, manipulation, human-AI interaction, game theory

22.

Beating the Algorithm: Consumer Manipulation, Personalized Pricing, and Big-Data Management

Forthcoming at Manufacturing and Service Operations Management
Posted: 29 Aug 2022 Last Revised: 31 Aug 2022
Xi Li and Krista J. Li
The University of Hong Kong - School of Business and Indiana University

Abstract:

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big-data technology, data manipulation, disclosure, pricing, game theory.

23.

Traditional or Electronic Sampling? Benefits of Higher Sampling Costs

Posted: 06 Oct 2021
Jianqiang Zhang and Krista J. Li
Jiangnan University-School of Business and Indiana University

Abstract:

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quality disclosure, asymmetric competition, sampling, game theory.

24.

Pricing and Product Design for Vice Goods: A Strategic Analysis

Posted: 15 Nov 2017
Sanjay Jain and Krista J. Li
University of Texas at Dallas and Indiana University

Abstract:

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Vice Goods; Behavioral Economics; Hyperbolic Discounting; Game Theory