hero image
Krista Li - Indiana University, Kelley School of Business. Bloomington, IN, US

Krista Li Krista Li

Assistant Professor of Marketing | Indiana University, Kelley School of Business

Bloomington, IN, UNITED STATES

Krista Li is an expert in the fields of product design, consumer database targeting, and behavior-based marketing.





loading image


Kelley Faculty Research: Krista Li on Product Design and Marketing




Krista J. Li is an Assistant Professor of Marketing at the Kelley School of Business at Indiana University. She received her Master’s degree in International Relations & Economics from Yale University and her doctoral degree in Marketing at Texas A&M University. Li conducts research on behavior-based targeting, product design, and behavioral game theory. Her research has appeared in Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Manufacturing and Service Operations Management, and Production and Operations Management. She has taught undergraduate, MBA, and EMBA courses and received the Dean's Award for Outstanding Teaching and the Dean’s Award for Outstanding Research at Mays Business School of Texas A&M University. Li also received the Mary Kay Dissertation Proposal Competition award and was selected as fellow of the AMA-Sheth Doctoral Consortium and the Inaugural AMS Doctoral Consortium. For seven years, she worked in the marketing consulting industry for clients in consumer packaged goods, automotive, retail, telecommunications, and pharmaceutical industries.

Industry Expertise (2)

Direct Marketing


Areas of Expertise (4)

Behavior-Based Marketing

Consumer Relationship Management

Product Design

Consumer Database Targeting

Accomplishments (8)

Marketing Science Institute Young Scholar Research Grant


Mary Kay/AMS Dissertation Proposal Competition, Finalist


Dean's Award for Outstanding Research, Mays Business School, Texas A&M University


Inaugural AMS Doctoral Consortium Fellow


Dean's Award for Outstanding Teaching, Mays Business School, Texas A&M University


AMA-Sheth Doctoral Consortium Fellow, Northwestern University


INFORMS Doctoral Consortium Fellow, Emory University


INFORMS Doctoral Consortium Fellow, Boston University


Education (3)

Texas A&M University: Ph.D., Marketing 2016

Yale University: M.A., International Relations & Economics 2004

Lingnan University: B.A., Marketing 2002

Articles (4)

Behavior-Based Quality Discrimination

Manufacturing & Service Operations Management

2020 New technology enables firms to recognize customers from their purchase histories and then provide different quality levels of product features or services for repeat and new customers. Extant research has examined behavior-based price discrimination (BBP)—that is, how firms set different prices for repeat and new customers.

view more

Journal of Marketing Research

Transparency of Behavior-Based Pricing

2019 Behavior-based pricing (BBP) refers to the practice in which firms collect consumers’ purchase history data, recognize repeat and new consumers from the data, and offer them different prices. This is a prevalent practice for firms and a worldwide concern for consumers. Extant research has examined BBP under the assumption that consumers observe firms’ practice of BBP.

view more

Same or Different? An Aesthetic Design Question

Production and Operations Management

2019 Should brands selling status goods design high‐end and low‐end products to look the same or different? In this paper, we study how brands make this aesthetic design differentiation decision. We first empirically analyze the impact of a brand’s aesthetic design differentiation on consumers’ preferences for the brand’s products using seven years of data of a status good (i.e., cars).

view more

Status Goods and Vertical Line Extensions

Productions and Operations Management

2018 Conspicuous consumption of status goods signals consumers’ status and grants status value to them. In this article, we examine how firms selling status goods make vertical line extension decisions when they take consumers’ status preferences into account. Analyzing an incumbent's vertical line extensions when it faces a threat of entry, we find that status preferences can make unprofitable extensions profitable.

view more