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 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 understanding the consumer’s touchpoints on their path to purchase, for which Professor Li has developed attribution models to help firms assign conversion credit to each marketing channel in a multi-channel environment. Professor Li also studies firms’ free sampling strategies that get consumers started on their purchase journey, and external shocks to consumers’ purchase journey due to radical innovations or disruptions. In Professor Li’s research, she applies Bayesian statistics, econometrics, machine learning, and causal inference methods to real-world data from hotel chains, software providers, book publishers, etc.
Professor Li is a recipient of the MSI Young Scholar. Her work was selected twice as the Paul Green Award finalist, IJRM Best Article Award, Adobe digital marketing Research Award, MSI Research Grant, 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 prestigious journals, including Marketing Science, Journal of Marketing Research, Production and Operations Management, 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.