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)
Areas of Expertise (4)
Consumer Relationship Management
Consumer Database Targeting
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
Texas A&M University: Ph.D., Marketing 2016
Yale University: M.A., International Relations & Economics 2004
Lingnan University: B.A., Marketing 2002
Behavior-Based Quality DiscriminationManufacturing & 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.
Journal of Marketing ResearchTransparency 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.
Same or Different? An Aesthetic Design QuestionProduction 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).
Status Goods and Vertical Line ExtensionsProductions 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.