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MA Jingjing

Email:jingjingma@nsd.pku.edu.cn

 

EDUCATION          

Ph.D., Marketing, 2015
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

 

HONORS AND AWARDS                                                                                                          

Fellow, AMA-Sheth Foundation Doctoral Consortium, 2014
Fellow, Haring Symposium, Indiana University, 2013
TGS Travel Grant, Northwestern University, 2012, 2011
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
                     

RESEARCH INTERESTS                        
Judgment and Decision Making, Consumption Satisfaction, Compensatory Consumption
Self-Identity and Consumer Behavior, Lifestyle Branding, Eye-Tracking

 

PUBLISHED JOURNAL ARTICLES                                                                    .                                                         

Ma, Jingjing and Neal J. Roese (2014), “The Maximizing Mindset,” Journal of Consumer Research, 41 (1), 71-92.

Ma, Jingjing and Neal J. Roese (2014), “The Danger of Touting a Product as ‘the Best’,” Harvard Business Review, 92 (10), 28.

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.

Ma, Jingjing and Neal J. Roese (2013), “The Surprising Power of (a Lack of) Numbers,” The European Financial Review (Lead Story), October/November, 40-42.

 

PUBLISHED CONFERENCE ARTICLES                                                                            
                                                    
Ma, Jingjing, Ying Wang, and Neal J. Roese (2014), “The Impact of the Maximizing Mindset on Decision Time,” Advances in Consumer Research, v.42.

Ma, Jingjing and Neal J. Roese (2013), “The Maximizing Mindset,” Advances in Consumer Research, v.41.

Ma, Jingjing and Alexander Chernev (2013), “The Impact of Usage Frequency on Lifestyle Branding,” European Advances in Consumer Research, v.10.

Ma, Jingjing and Neal J. Roese (2012), “The Countability Effect: Comparative vs. Experiential Reactions to Reward Distributions,” Advances in Consumer Research, v.40.

Ma, Jingjing, Ryan Hamilton, and Alexander Chernev (2012), “The Unexpressed Self: The Impact of Restricting Self-Expression on Brand Preferences,” Advances in Consumer Research, v.40.

Ma, Jingjing and Shi Zhang (2009), “Choosing Between American and Chinese Brands,” Advances in Consumer Research, v.36.

Ma, Jingjing and Shi Zhang (2008), “On the Compatibility of Orientation, Task, and Preference: The Role of Brand Information,” Advances in Consumer Research, v.35.

Ma, Jingjing, Lee Zhang, and Xinxin Ma (2007), “Affect without Cognition,” Advances in Consumer Research, v.34.

 

UNDER REVIEW                                                                                                            

Ma, Jingjing and Neal J. Roese, “Countability and Rationality in Financial Decisions,” Revising for 2nd round review at Journal of Experimental Psychology: General.

Ma, Jingjing, Ying Wang, and Neal J. Roese, “The Impact of Maximizing Mindset on Decision Time,” Revising for 2nd round review at Journal of Consumer Research.

Ma, Jingjing and David Gal (equal author), “When Sex and Romance Conflict: The Impact of Sex in Advertising on Preference for Romantically-Linked Products and Services,” Revising for 2nd round review at Journal of Marketing Research.

 

WORKING PAPERS                                                                                                    

Ma, Jingjing, Ryan Hamilton, and Alexander Chernev, “The Unexpressed Self: The Impact of Restricting Self-Expression on Brand Preferences,” Revising for resubmission at Journal of Marketing Research.

Ma, Jingjing, David Gal, and Kent Grayson, “Failure to Compensate: Why Cross-Domain Affirmations Do Not Always Alleviate Identity Threats?” Revising for resubmission at Journal of Consumer Research.

Ma, Jingjing and David Gal, “He’s Just Not That into Anyone: The Impact of Sex Fantasy on Attraction,” Revising for resubmission at Psychological Science.

Ma, Jingjing, Ying Wang, and Neal J. Roese, “The Impact of Maximizing on Variety Seeking: An Investigation in the Lab and Field across China and the U.S.” Preparing for submission at Journal of Marketing Research.

Ma, Jingjing and Alexander Chernev, “The Impact of Usage Frequency on Lifestyle Branding”.

“Choosing the Best Brings Out the Worst: How Maximizing Increases Cheating,” with Caroline Roux and Kelly Goldsmith.

 

SELECTED WORK IN PROGRESS                                                                                            

“The Impact of Maximizing on Online Product Search: An Eye-Tracking Study of Consumers’ Online Car Searching Behavior,” with Ying Wang and Neal J. Roese, Data analysis and modeling.

“One More Reason that Maximizers are Unhappy: Psychological (e.g., subjective rating and face matching) and Physiological (e.g., binocular rivalry, skin conductance, pupil dilation, and facial expression) Discrepancy in Assessing Olfactory Product Experience,” with Ying Wang (Funded by a leading consumer goods company), Data collection.

“When Attention Leads to Inattention: An Eye-Tracking and Facial Expression Recognition Study of Sex in Advertising,” with David Gal and Ying Wang, Data collection.
 
“When Maximizing Leads to Doing Better and Feeling Good,” with Yangjie Gu, Finished 4 studies.

“Gender Identity and Environmental Products,” with Aaron Brough, David Gal, Mathew Issac, and Jim Wilkie, Finished 3 studies.

“The Impact of Maximizing on the Disassociation between Wanting and Liking,” with Miguel Brendl, Data collection.

“Hidden Preference: The Stronger I like The Brand, The Less Likely I Purchase It,” with Sharon Shavitt, Data collection.

“The Impact of Maximizing on Scarcity Seeking Behaviors,” with Caroline Roux and Kelly Goldsmith, Finished 3 studies.            

 

INVITED TALKS                                                                                                    

University of California Riverside, Anderson Graduate School of Management, Nov. 2014.
University of Central Florida, College of Business Administration, Oct. 2014.
Peking University, National School of Development, Oct. 2014.
The University of Hong Kong, School of Business, Oct. 2014.
Nanyang Technological University, Nanyang Business School, Oct. 2014.
University of British Columbia, Sauder School of Business, Oct. 2014.
University of Florida, Warrington College of Business Administration, Sep. 2014.
Fudan University, School of Management, Aug. 2014.

 

CONFERENCE PRESENTATIONS AND PROCEEDINGS                                                                    
                                                    
Ma, Jingjing, Ying Wang, and Neal J. Roese, “The Impact of the Maximizing Mindset on Decision Time”, Presented at Trans-Atlantic Doctoral Conference, London Business School, May. 2015 (Invited Presentation).

Ma, Jingjing, Ying Wang, and Neal J. Roese, “The Impact of the Maximizing Mindset on Decision Time”, Presented in Competitive Paper Session—“Mind-sets and Control in Motivation”—at Association for Consumer Research Conference, Baltimore, MD, Oct. 2014 (Session Chair).
 
Ma, Jingjing, Ryan Hamilton, and Alexander Chernev, “The Unexpressed-Self: The Impact of Restricting Self-Expression on Brand Preferences”, Presented in Symposia Session—“And Now for Something Completely Different: The Meaning of Life”—at Society for Consumer Psychology Conference, 2014 SCP Proceeding (p.91-92), Miami, FL, Mar. 2014.

Ma, Jingjing and Kent Grayson, “Failure to Compensate: Why Cross-Domain Affirmations Do Not Always Alleviate Identity Threats”, Presented in Symposia Session—“Identity Threats and Consumption: Causes, Cures, and Costs”—at Society for Consumer Psychology Conference, 2014 SCP Proceeding (p.124-125), Miami, FL, Mar. 2014.

Ma, Jingjing and Neal J. Roese, “The Maximizing Mindset”, Presented in Special Session—“Comparative Thinking and Consumer Well-Being”—at Association for Consumer Research Conference, Chicago, IL, Oct. 2013 (co-chaired with Yangjie Gu).

Ma, Jingjing and Neal J. Roese, “The Countability Effect: Comparative vs. Experiential Reactions to Reward Distributions”, Presented at The Haring Symposium, Indiana University, Mar. 2013 (Invited Presentation).

Ma, Jingjing and Neal J. Roese, “The Maximizing Mindset”, Presented at Society for Consumer Psychology Conference, 2013 SCP Proceeding (p.250-251), San Antonio, Texas, Feb. 2013.

Ma, Jingjing and Neal J. Roese, “The Countability Effect: Comparative vs. Experiential Reactions to Reward Distributions”, Presented at Society for Judgment and Decision Making Conference, Minneapolis, MN, Nov. 2012.

Ma, Jingjing, Ryan Hamilton, and Alexander Chernev, “The Unexpressed Self: The Impact of Restricting Self-Expression on Brand Preferences”, Presented at Society for Judgment and Decision Making Conference, Minneapolis, MN, Nov. 2012.

Ma, Jingjing and Neal J. Roese, “The Countability Effect: Comparative vs. Experiential Reactions to Reward Distributions”, Presented in Special Session—“In Pursuit of Happiness”—at Association for Consumer Research Conference, Vancouver, BC, Canada, Oct. 2012 (co-chaired with Haiyang Yang and Neal J. Roese).

Ma, Jingjing, Ryan Hamilton, and Alexander Chernev, “The Unexpressed Self: The Impact of Restricting Self-Expression on Brand Preferences”, Presented in Special Session—“Brands as A Means of Self-Expression”—at Association for Consumer Research Conference, Vancouver, BC, Canada, Oct. 2012 (Session Chair).

Ma, Jingjing and Neal J. Roese, “The Effect of Countability on Satisfaction”, Presented at Society for Judgment and Decision Making Conference, Seattle, WA, Nov. 2011 (Best Student Poster Award).

Ma, Jingjing and Shi Zhang, “Choosing Between American and Chinese Brands”, Presented at Association for Consumer Research Conference, San Francisco, CA, Oct. 2008.
 
Ma, Jingjing and Shi Zhang, “On the Compatibility of Orientation, Task and Preference: The Role of Brand Information”, Presented at Association for Consumer Research Conference, Memphis, TN, Oct. 2007.

Ma, Jingjing, Xinxin Ma, and Lee Zhang, “Affect without Cognition”, Presented at Association for Consumer Research Conference, Orlando, FL, Sept. 2006.


TEACHING EXPERIENCE                                                                                                    

Instructor, Kellogg-Guanghua EMBA program at Kellogg School of Management, Mar. 2015.

Teaching Assistant for MBA/EMBA courses at Kellogg School of Management, including Marketing Research, Marketing Management, Models of Consumer Behavior, Innovation, and Marketing Strategy, 2011-2015.

Teaching Assistant for MBA/EMBA courses at UCLA Anderson School of Management, including Marketing Strategy, Advertising, and Global Marketing, 2007.

Teaching Assistant for International MBA courses at Peking University, including Marketing, Business Statistics, Fundamentals of Management and Organizational Behavior, Business Policy and Strategy Decision, and Corporation Strategy, 2004-2005.

Teaching Assistant for undergraduate and graduate courses at Peking University, including Marketing, Leadership, and Mergers and Acquisitions, Peking University, 2004-2005.

 

INDUSTRY EXPERIENCE                                                                                                         

Industry experience in marketing research and data analysis, including conjoint analysis, choice models, market segmentation and latent class models, structural equations and path modeling, experimental and quasi-experimental tests, marketing mix and sales response models, pricing models, maxdiff, and churn analysis. Research methods include experiments, quasi-experiments, field experiments, web-based IAT, eye-tracking, secondary data analysis, interviews, focus group, surveys, content analysis, modeling, and meta-analytics.

Senior Analyst (Full-time), In4mation Insights, Needham, MA, 2008-2009

Served as the first employee of this start-up market research firm, working with companies in the financial services, technology, telecommunications, pharmaceutical, and consumer and industrial products and services sectors. Responsibilities included project management, research design, experimental design, analysis of marketing data, modeling, application of marketing science tools to solve business problems, and developing analytic insights and marketing implications. Clients I worked with include MillerCoors, Monitor Group, Microsoft, Estee Lauder, Johnson and Johnson, Fidelity, and iRobort.

Researcher (Part-time), CCER-Ogilvy Branding Research Center, Beijing, China, 2004-2006

Studied both Chinese and American consumers’ brand consumption behaviors from economic, cultural, social, and psychological perspectives. Presented project findings to directors of Ogilvy and Mather. The methodologies used were both quantitative and qualitative, including interviews, surveys, experiments, modeling, and focus groups. Organized press conferences. Edited monthly newsletters in branding.

Researcher (Part-time), Amway Direct Marketing Research Center, Beijing, China, 2006

Worked on projects such as How to Develop Amway’s Direct Marketing in China: From American Way to Chinese Way. Organized conference nationwide (invited leaders from both academia and industry).

Market Analyst (Intern), Shell China Ltd., Beijing, China, 2004

Responsibilities included sales force compensation management, market data analysis, and market research.  

Industry Analyst (Part-time), Machinery Industry Information Institute and Federation, Beijing, China, 2004

Responsibilities included market survey, data analysis, market research, industry analysis, and industry research reports.

 

PROFESSIONAL SERVICE                                                                                                     

Trainee Reviewer, Journal of Consumer Research, 2013-present
Conference Reviewer, Association for Consumer Research Conference, 2011, 2013-present
Conference Reviewer, Society for Consumer Psychology Conference, 2013-present

 

PROFESSIONAL AFFILIATIONS                                                                                               

Association for Psychological Science, 2013-present
Society for Consumer Psychology, 2010-present
American Marketing Association, 2008, 2014
Association for Consumer Research, 2006-present
Society for Judgment and Decision Making, 2006-present

 

SELECTED MEDIA COVERAGE                                                                                              

The Wall Street JournalHappiness? When It Comes to Rewards, Don't Count On It

The Atlantic: The Agony of Perfectionism

Scientific AmericanCash Rewards Might Make Us Unhappy

Psychology TodayNumbers Can Influence Satisfaction with Purchases

Business Insider: People Just Compare Their Cash Bonuses, And Usually End Up Unhappy

QuartzHow to Get a Bigger Bonus: Don’t Ask for It in Cash

ExaminerAre You A High Achiever?

ExaminerPsychology of More for Your Money

Science Daily: Are You A High Achiever?

Science Daily: Rewards Programs: When Do Consumers Compare Experience Over Value?

Kellogg InsightExcessive Expectations

Kellogg InsightWould You Like Your Bonus in Cash or Cake?

Business Standard: Always Aiming Too High in Life Can Leave You Dissatisfied Even with Best Products

Phys.org: Are You A High Achiever? Even the Best Products Might Leave You Dissatisfied.

Phys.orgRewards Programs: When do Consumers Compare Experience over Value?

EurekAlert!Rewards Programs: When do Consumers Compare Experience over Value?

AtelierCustomer Reward Programmes: Are Non-Monetary Gifts More Effective than Cash

McKnight’s: High Achievers May be More Prone to Product Dissatisfaction

SinaChina Economics Annual Conference