EMPLOYMENT
Vice Dean of BiMBA, 2022-now
Associate Professor with Tenure, 2021-now
Peking University, China
Assistant Professor, 2015-2021
Peking University, China
Senior Analyst, 2008-2009
In4mation Insights, Boston, USA
EDUCATION
Ph.D., Marketing, 2015 (Advisor: Neal Roese)
M.S., Marketing, 2012
Kellogg School of Management, Northwestern University, USA
M.S., Management, 2008
Anderson School of Management, UCLA, USA
M.S., Economics, 2006
B.S., Economics, B.A., History, 2003
Peking University, Beijing, China
GRANTS AND AWARDS
Tencent Foundation and Bill & Melinda Gates Foundation (Project title: Giving and Philanthropy in China; Direct cost: 10,000,000 RMB; Role: PI; Jan. 2023-Dec. 2025)
Mulan Scholar, National School of Development, Peking University, 2021-now
ICBC Teaching Award, Peking University, 2021
Tencent Foundation and Nandu Charity Foundation (Project title: Online Donation and Innovative Strategies in China; Direct cost: 300,000 RMB; Role: PI; Jan. 2022-Dec. 2022)
Bill & Melinda Gates Foundation (Project title: Understand Chinese Online Donor Behaviors and Enable Innovative Interventions; Direct cost: $197,266 USD; Role: PI; Oct. 2020-Sep. 2023)
Outstanding Achievement Award for Scientific Research in Colleges and Universities, China, 2020
Best Paper Award, Journal of Marketing Science Annual Conference, China, 2019
Outstanding Head Teacher Award, Peking University, 2018-2019
Mulan Young Scholar, National School of Development, Peking University, 2018-2021
Bill & Melinda Gates Foundation (Project title: Understanding Chinese Online Charitable Donation; Direct cost: $95,647 USD; Role: PI; Nov. 2017-Oct. 2019)
National Natural Science Foundation of China (Project title: Consumer Online Shopping Behavior and Eye Tracking, No. 71672001; Direct cost: 500,000 RMB; Role: PI; Jan. 2017-Dec. 2020)
National Natural Science Foundation of China (Project title: Pursuing Excellence in Changes - the Adaptive Performance and PERMA Mechanisms of Maximizers and Satisficers in the Workplace, No. 71772007; Direct cost: 490,000 RMB; Role: Key Investigator; Jan. 2018-Dec. 2021)
Teaching Award, Peking University, 2017
The Audience Choice Award, Qualtrics Insight Summit, 2016
Fellow, AMA-Sheth Foundation Doctoral Consortium, 2014
Fellow, Haring Symposium, Indiana University, 2013
TGS Travel Grant, Northwestern University, 2011, 2012
Best Student Poster Award, SJDM, Seattle, WA, 2011
Fellowship, Kellogg School of Management, Northwestern University, 2010-2015
Anderson Fellowship, UCLA Anderson School of Management, 2006, 2007
GMAT High Score Award, Beijing, China, 2006
Challenge Cup Paper Award, Peking University, 2005
Guanghua Graduate Scholarship, Peking University, 2004
Scholarship, Peking University, 2000-2002
RESEARCH INTERESTS
Judgment and Decision Making, Socially Responsible Behavior, Charitable Behavior, Emotional Well-being
CASE PUBLICATION
1) Yang, Haiyang, Jingjing Ma, Neal Roese, and Amitava Chattopadhyay (2021), “Market Disruption Strategies: The Transformation of Xiaomi,” INSEAD Case No. 6608; INSEAD Teaching Note No. 6608. https://publishing.insead.edu/case/xiaomi
2) Yang, Haiyang, Jingjing Ma, Neal Roese, and Amitava Chattopadhyay (2021), “Market Disruption Strategies: The Transformation of Xiaomi,” Harvard Case No. IN1717; Harvard Teaching Note No. IN1717. https://hbsp.harvard.edu/product/IN1717-PDF-ENG
3) Yang, Haiyang, Jingjing Ma, Neal Roese, and Amitava Chattopadhyay (2021), “市场颠覆战略：小米的转型之路”INSEAD Case No. 6608 (中文版). https://publishing.insead.edu/case/market-disruption-strategies-transformation-xiaomi-chinese
SELECED PUBLICATIONS (* corresponding author)
1) Ma, Jingjing*, Yu Lin*, and Danit Ein-Gar (2023), “Charitable Maximizers: The Impact of the Maximizing Mindset on Donations to Human Recipients,” International Journal of Research in Marketing.
2) Yang, Haiyang and Jingjing Ma* (2022), “Post-COVID-19 Distress and Unhealthy Consumption Behavior,” Journal of Mental Health.
3) Ma, Jingjing, Yuanjie Zhao, and Zichuan Mo* (2021), “Dynamic Luxury Advertising: Using Lifestyle vs. Functional Advertisements in Different Purchase Stages,” Journal of Advertising, 1-18.
4) Yang, Haiyang, Jingjing Ma, and Amitava Chattopadhyay (2021), “How Xiaomi Became an Internet-of-Things Powerhouse,” Harvard Business Review , 4-26.
Harvard Business Review (Russian Edition) : “Как Xiaomi стала IoT-гигантом,” 5-12
Harvard Business Review (Korean Edition) : “샤오미가 사물인터넷 시장을 석권한 방법,” 5-17
Harvard Business Review (Chinese Edition) : “小米成為物聯網巨擘的關鍵策略,” 6-4
5) Yang, Haiyang and Jingjing Ma* (2021), “Factors Associated With Chinese Adults’ Vaccine Acceptance,” JAMA Health Forum, 2(7): e211466.
6) Yang, Haiyang and Jingjing Ma* (2021), “Relationship Between Wealth and Emotional Well-being Before, During, versus After a Nationwide Disease Outbreak: A Large-scale Investigation of Disparities in Psychological Vulnerability Across COVID-19 Pandemic Phases in China,” BMJ Open , 11: e044262.
7) Yang, Haiyang and Jingjing Ma* (2021), “How the COVID-19 Pandemic Impacts Tobacco Consumption: Changes in Smoking Behavior and Well-being Implications,” Addictive Behaviors, 119 (2021).
8) Ma, Jingjing, Zichuan Mo*, and David Gal (2021), “The Route to Improve the Effectiveness of Negative PSAs,” Journal of Business Research, 123 (February), 669-682.
9) Yang, Haiyang and Jingjing Ma* (2020), “How an Epidemic Outbreak Impacts Happiness: Factors that Worsen (vs. Protect) Emotional Well-being during the Coronavirus Pandemic,” Psychiatry Research , 289(2020), 113045.
10) Ma, Jingjing, Zichuan Mo*, and Xiaowei Shi (2020), “The Impact of Negative Social Inference on Consumer Purchasing Behavior,” Nankai Business Review (in Chinese), 23(2), 155-166 .
11) Goldsmith, Kelly*, Caroline Roux, and Jingjing Ma (2018), “When Seeking the Best Brings out the Worst in Consumers: Understanding the Relationship between a Maximizing Mindset and Immoral Behavior,” Journal of Consumer Psychology , 28(2), 293-309.
12) Brough, Aaron*, Jim Wilkie, Jingjing Ma, Mathew Issac, and David Gal (2016), “Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption,” Journal of Consumer Research, 43(4), 567-82 .
13) Ma, Jingjing* and David Gal (2016), “When Sex and Romance Conflict: The Impact of Sex in Advertising on Preference for Romantically-Linked Products and Services,” Journal of Marketing Research, Vol. LIII (August 2016), 479-96.
14) Ma, Jingjing* and Neal J. Roese (2014), “The Maximizing Mind-set,” Journal of Consumer Research , 41 (1), 71-92.
15) Ma, Jingjing* and Neal J. Roese (2014), “The Danger of Touting a Product as ‘the Best’,” Harvard Business Review , 92 (10), 28.
16) Ma, Jingjing* and Neal J. Roese (2013), “The Countability Effect: Comparative versus Experiential Reactions to Reward Distributions,” Journal of Consumer Research , 39 (6), 1219-33.
17) Ma, Jingjing* and Neal J. Roese (2013), “The Surprising Power of (a Lack of) Numbers,” The European Financial Review (Lead Article), October/November, 40-42.
