Home Faculty Yuanyuan Li

Yuanyuan Li

Assistant Professor


In June 2019 joined Faculty of Economics & Business Administration (FEBA) South University of Science and Technology. Research interests: Consumer Behavior and Behavioral Decision Making.

Work experience:

  • March 2015 - May 2019 Department of marketing and e-commerce School of Business Nanjing University.

Education background:

  • University of KU Leuven Belgium,PhD in marketing (supervisor: Luk Warlop & Sabrina Bruyneel)
  • Department of psychology Peking University Master of applied psychology (supervisor: Xie Xiaofei)
  • Psychology University of Helsinki Finland Exchange student (supervisor: Heikki Summala)
  • Guanghua school of management Peking University Human resource management Bachelor's degree

Honors and awards:

  • Shenzhen high-level professional talents


  • Consumer behavior;
  • Behavioral decision making;
  • Evolutionary psychology;
  • Attachment theory.




  • Li Y. J. Janiszewski C. & Liu Y. *(Accepted). The Anticipated Regret of a Lost Opportunity: When Adding a Second-period Incentive Reduces the Appeal of a One-Period Promotion. Journal of Consumer Psychology (ABS4* FT50)

  • Liu Y. Li Y. J. * & Zhang H (2022). Uncertainty Reduces Rejections of Unfair Offers in the Ultimatum. Current Psychology.

  • Li L. Liu Y. & Li Y. J.* (2019). Frozen by stress: Stress increases scope insensitivity. PloS one 14(10).

  • Li Y. J. Lu S. Lan J. & Jiang F.* (2019). Feel Safe to Take More Risks? Insecure Attachment Style Increases Consumer Risk-Taking Behavior. Frontiers in psychology 10 874.

  • Li Y. J. & Gong H.* (2018) Being a Parent Together: Parental Role Salience Promotes an Interdependent Self-construal. Frontiers in Psychology 9 1462.

  • Li Y. J. & Liu Y.* (2018). Are parents patient? The influence of parenting role salience and parental status on impatience. Frontiers in Psychology 9 1523.

  • Li Y. & Xie X.* (2009) The Analysis on the Driving Behaviour of Full-score Drivers in China. Advances in Transportation Studies. Vol. XIX. p.5 (EI).

Working papers:

  • Li Y. J. Lin S. Gong H.* Wang X. & Janiszewski C. (Invited Revision). Time is shrinking from the eye of AI: Algorithmic recommendation increases impatience.

  • Liu Y. & Li Y. J.* Zhang R. (Invited Revision). The sunk cost bias looms larger under stress.

  • Liu Y. Yang X. & Li Y. J. * (Invited Revision). When Going Green Backfires: The Influence of Environmental Commitments on Crowdfunding Success.