Hongshuang (Alice) Li

Assistant Professor of Marketing

Marketing & Logistics


Professor Li joined the Fisher College of Business at the Ohio State University in 2017. Prior to being a Buckeye, she was on the faculty at the Indiana University from 2014 to 2017. She received her Ph.D. in Marketing from the University of Maryland – College Park in 2014.

Professor Li's research focuses on the consumer’s path to purchase. She is interested in the consumer’s touch points on their path to purchase, for which Professor Li develop attribution models to help firms assign conversion credit to each marketing channel in a multi-channel environment. Professor Li also build comprehensive models that account for both the consumer’s touch points and the textual information they leave on their purchase journey. In addition, Professor Li is also interested in the sample strategy, such as the design and the quantity of free samples, which entices consumers to begin their path to purchase. Moreover, her research also examines the disruption, due to new technology or price change, on the consumer’s path to purchase. In Professor Li's research, she applies Bayesian statistics, econometrics, machine learning methods, and field experiments on real-world data from hotel, software, publisher and online teaching companies, etc.

Professor Li's work has received Adobe Research Award, Marketing Science Institute Research Grant, IJRM Best Article Award, National Center of the Middle Market Research Fellowship, the MSI Alden G. Clayton Dissertation Proposal Competition Winner, and University of Maryland Distinguished Dissertation Award. Professor Li's research has appeared in leading marketing journals including the Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing, and Journal of Behavioral Decision Making.

At Fisher, Professor Li is teaching in the undergraduate, SMBA, and Ph.D. programs.

Areas of Expertise


  • Retail
  • Services


  • Advertising
  • Applied Bayesian Modeling in Marketing
  • E-commerce
  • Quantitative Marketing


  • Ph.D., University of Maryland
  • M.S., University of Illinois, Urbana Champaign
  • B.S., Renmin University of China


  1. Hongshuang (Alice) Li, Sanjay Jain, and P.K. Kannan (2019), “Optimal Design of Free Samples for Digital Products and Services,” Journal of Marketing Research, 56(3): 419–438.
  2. P.K. Kannan and Hongshuang (Alice) Li (2017), “Digital Marketing: A Framework, Review and Research Agenda,” International Journal of Research in Marketing, 34 (1): 22-45.
  3. Hongshuang (Alice) Li, P.K. Kannan, Siva Viswanathan and Abhishek Pani (2016), “Attribution Strategies and Return on Keyword Investment in Paid Search Advertising,” Marketing Science, 35(6), 831-848.
  4. Michel Wedel, Jin Yan, Eliot L. Siegel, and Hongshuang (Alice) Li (2016), “Nodule Detection in Chest X-Rays with Eye Movements,” Journal of Behavioral Decision Making, 29 (2-3): 254–270.
  5. Hongshuang (Alice) Li and P.K. Kannan (2014), “Attributing Conversions in Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment,” Journal of Marketing Research, 51 (1), 40–56.


  • BUSML 4202 - Marketing Research

    Course examines the role of marketing research in the formulation and solution of marketing problems. Emphasis is placed on problem formulation, research design, data collection methods (instruments, sampling, operations) and analysis techniques. Prereq: 3250 (650), and AcctMIS 2200 (211) , 2300 (212), and BusMGT 2320 (330), 2321 (331); and BusMHR 2291 or 2292 (BusADM 499.01). Not open to students with credit for 758.

  • BUSML 7245 - Analytics of Micro Marketing Data

    Focus on the analytics of disaggregate marketing data including appropriate measurement scales and techniques for specific data types. Emphasis on modeling techniques and tools, such as textual analysis, utility-based analysis, and attribution models, to solve marketing problems in corporate setting. Prereq: Enrollment in the SMB-Analytics program, or permission of instructor.