马京晶
jingjingma@nsd.pku.edu.cn 个人主页：http://www.jingjing-ma.com/


教授简介详细简介
马京晶是北京大学国家发展研究院的管理学助理教授、木兰青年学者。她于2015年在凯洛格商学院市场营销系获取博士学位。她的主要研究领域是消费者决策与判断，消费者网上购物决策与眼动分析。马京晶的研究成果曾被发表在世界顶尖级学术期刊上，其中包括消费者研究杂志（Journal of Consumer Research）, 营销研究杂志（Journal of Marketing Research), 和哈佛商业评论（Harvard Business Review）。马京晶的学术成果曾被多家权威媒体报道，其中包括华尔街日报 、亚特兰大、科学美国人、当代心理学、新浪网等。
现任：北大国发院木兰青年学者、管理学助理教授
研究领域：消费者决策与判断，消费者网上购物决策与眼动分析
教授课程：Marketing Research、Consumer Behavior、Marketing Management

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学术论文
代表性文章
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Brough, Aaron, Jim Wilkie, Jingjing Ma, Mathew Issac, and David Gal (2016), “Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption,” Journal of Consumer Research (SSCI), 43, 567-82.
Ma, Jingjing and David Gal (2016), “When Sex and Romance Conflict: The Impact of Sex in Advertising on Preference for Romantically-Linked Products and Services,” Journal of Marketing Research (SSCI), Vol. LIII (August 2016), 479-96.

Ma, Jingjing and Neal J. Roese (2014), “The Maximizing Mind-set,” Journal of Consumer Research (SSCI), 41 (1), 71-92. (Google Scholar Citation 19)

Ma, Jingjing and Neal J. Roese (2014), “The Danger of Touting a Product as ‘the Best’,” Harvard Business Review (SSCI), 92 (10), 28.

Ma, Jingjing and Neal J. Roese (2013), “The Countability Effect: Comparative versus Experiential Reactions to Reward Distributions,” Journal of Consumer Research (SSCI), 39 (6), 1219-33. (Google Scholar Citation 7)

Ma, Jingjing and Neal J. Roese (2013), “The Surprising Power of (a Lack of) Numbers,” The European Financial Review (Lead Story), October/November, 40-42.

其它发表文章 .
Ma, Jingjing and David Gal (2016), “He’s Just Not That Into Anyone: The Impact of Sex Fantasy on Attraction,” Advances in Consumer Research (SSCI), v.44.

Kelly Goldsmith, Caroline Roux, and Jingjing Ma (2016), “When Choosing the Best Brings out the Worst: Maximizing Increases Cheating Due to Greater Perceptions of Scarcity,” Advances in Consumer Research (SSCI), v.44.

Ma, Jingjing, Ryan Hamilton, and Alexander Chernev (2015), “The Impact of Usage Frequency on Lifestyle Branding,” Advances in Consumer Research (SSCI), v.43.

Ma, Jingjing, Ying Wang, and Neal J. Roese (2014), “The Impact of the Maximizing Mindset on Decision Time,” Advances in Consumer Research (SSCI), v.42, 590-91.

Ma, Jingjing and Neal J. Roese (2013), “The Maximizing Mindset,” Advances in Consumer Research (SSCI), v.41, 181-85.

Ma, Jingjing and Alexander Chernev (2013), “The Impact of Usage Frequency on Lifestyle Branding,” European Advances in Consumer Research, v.10, 19-22.

Ma, Jingjing and Neal J. Roese (2012), “The Countability Effect: Comparative vs. Experiential Reactions to Reward Distributions,” Advances in Consumer Research (SSCI), v.40, 106-11.
Ma, Jingjing, Ryan Hamilton, and Alexander Chernev (2012), “The Unexpressed Self: The Impact of Restricting Self-Expression on Brand Preferences,” Advances in Consumer Research (SSCI), v.40, 95-100.

Ma, Jingjing and Shi Zhang (2009), “Choosing Between American and Chinese Brands,” Advances in Consumer Research (SSCI), v.36, 896-97.

Ma, Jingjing and Shi Zhang (2008), “On the Compatibility of Orientation, Task, and Preference: The Role of Brand Information,” Advances in Consumer Research (SSCI), v.35, 895-96.

Ma, Jingjing, Lee Zhang, and Xinxin Ma (2007), “Affect without Cognition,” Advances in Consumer Research (SSCI), v.34, 389-91.

马京晶、张实、张黎 (2009), “消费者目标取向、决策任务和产品类型偏好间的匹配性以及品牌信息的影响,” 营销科学学报, 5 (1), 13-26.

马京晶、马欣昕、张黎 (2008), “选择与放弃中对产品实用和享乐性的不同偏好－以电脑光盘和音乐CD为例,” 营销科学学报, 4 (1), 87-107.

张黎、马京晶 (2006), “消费经验、文化意含与Fishbein模型,” 营销科学学报, 2 (3), 30-43.

审阅中文章 .
Ma, Jingjing and Neal J. Roese, “Countability and Rationality in Financial Decisions,” Revising for 2nd round review at Journal of Experimental Psychology: General.

Ma, Jingjing and Ying Wang, “The Impact of Maximizing Mindset on Decision Time,” Revising for 3nd round review at Journal of Consumer Research.

Kelly Goldsmith, Caroline Roux, and Jingjing Ma (2016), “A Maximizing Mindset Promotes Immoral Behavior by Activating Cognitions Related to Scarcity,” Under review at Journal of Consumer Psychology.

研究手稿 .
Ma, Jingjing, Ryan Hamilton, and Alexander Chernev, “The Unexpressed Self: The Impact of Restricting Self-Expression on Brand Preferences,” Revising for resubmission at Journal of Marketing Research.

Ma, Jingjing and David Gal, “He’s Just Not That into Anyone: The Impact of Sex Fantasy on Attraction,” Revising for resubmission at Psychological Science.

Ma, Jingjing and Ying Wang, “The Impact of Maximizing on Variety Seeking: An Investigation in the Lab and Field across China and the U.S.” Preparing for submission at Journal of Marketing Research.

Ma, Jingjing, Kent Grayson, and David Gal, “Increasing PSA Effectiveness: Two Routes from Self-Threat to Message Acceptance,” Preparing for resubmission at Journal of Marketing Research.

应邀演讲 .
Shanghai Jiao Tong University, Antai College of Economics and Management, June. 2016.
Renmin University, School of Business, May. 2016.
Nanjing University, Business School, Dec. 2015.
University of California Riverside, Anderson Graduate School of Management, Nov. 2014.
University of Central Florida, College of Business Administration, Oct. 2014.
Peking University, National School of Development, Oct. 2014.
The University of Hong Kong, School of Business, Oct. 2014.
Nanyang Technological University, Nanyang Business School, Oct. 2014.
University of British Columbia, Sauder School of Business, Oct. 2014.
University of Florida, Warrington College of Business Administration, Sep. 2014.
Fudan University, School of Management, Aug. 2014.

学术会议讲演及论文集 .
Mo, Zichuan and Jingjing Ma, “Why Are Luxury Ads So Abstract?” presented at Society for Consumer Psychology Conference, San Francisco, CA, Feb. 2017.

Ma, Jingjing and David Gal, “He’s Just Not That Into Anyone: The Impact of Sex Fantasy on Attraction,” presented at Association for Consumer Research Conference, Berlin, Germany, Oct. 2016.

Kelly Goldsmith, Caroline Roux, and Jingjing Ma, “When Choosing the Best Brings out the Worst: Maximizing Increases Cheating Due to Greater Perceptions of Scarcity,” presented at Association for Consumer Research Conference, Berlin, Germany, Oct. 2016.

Brough, Aaron, Jim Wilkie, Jingjing Ma, Mathew Issac, and David Gal, “It’s Not Manly Being Green: The Role of Gender Identity Maintenance in Men’s Avoidance of Environmentally-Friendly Behavior,” presented at Society for Consumer Psychology Conference, St. Pete Beach, FL, Feb. 2016.

Brough, Aaron, Jim Wilkie, Jingjing Ma, Mathew Issac, and David Gal, “It’s Not Manly Being Green: The Role of Gender Identity Maintenance in Men’s Avoidance of Environmentally-Friendly Behavior,” presented at Winter Society for Judgment and Decision Making Conference, UT, Jan. 2016.

Roux, Caroline, Jingjing Ma, and Goldsmith, Kelly, “When Choosing the Best Brings out the Worst: Maximizing Increases Cheating Due to Greater Perceptions of Scarcity”, Presented at Society for Judgment and Decision Making Conference, Chicago, IL, Nov. 2015.

Ma, Jingjing, Ryan Hamilton, and Alexander Chernev, “The Impact of Usage Frequency on Lifestyle Branding”, Presented in Symposia Session—“Fashion Signals and Symbols: Beyond Conspicuous Consumption”—at Association for Consumer Research Conference, New Orleans, LA, Oct. 2015.

Ma, Jingjing, Ying Wang, and Neal J. Roese, “The Impact of the Maximizing Mindset on Decision Time”, Presented at Trans-Atlantic Doctoral Conference, London Business School, May. 2015 (Invited Presentation).

Ma, Jingjing, Ying Wang, and Neal J. Roese, “The Impact of the Maximizing Mindset on Decision Time”, Presented in Competitive Paper Session—“Mind-sets and Control in Motivation”—at Association for Consumer Research Conference, Baltimore, MD, Oct. 2014 (Session Chair).

Ma, Jingjing, Ryan Hamilton, and Alexander Chernev, “The Unexpressed-Self: The Impact of Restricting Self-Expression on Brand Preferences”, Presented in Symposia Session—“And Now for Something Completely Different: The Meaning of Life”—at Society for Consumer Psychology Conference, 2014 SCP Proceeding (p.91-92), Miami, FL, Mar. 2014.

Ma, Jingjing and Kent Grayson, “Failure to Compensate: Why Cross-Domain Affirmations Do Not Always Alleviate Identity Threats”, Presented in Symposia Session—“Identity Threats and Consumption: Causes, Cures, and Costs”—at Society for Consumer Psychology Conference, 2014 SCP Proceeding (p.124-125), Miami, FL, Mar. 2014.

Ma, Jingjing and Neal J. Roese, “The Maximizing Mindset”, Presented in Special Session—“Comparative Thinking and Consumer Well-Being”—at Association for Consumer Research Conference, Chicago, IL, Oct. 2013 (co-chaired with Yangjie Gu).

Ma, Jingjing and Neal J. Roese, “The Countability Effect: Comparative vs. Experiential Reactions to Reward Distributions”, Presented at The Haring Symposium, Indiana University, Mar. 2013 (Invited Presentation).

Ma, Jingjing and Neal J. Roese, “The Maximizing Mindset”, Presented at Society for Consumer Psychology Conference, 2013 SCP Proceeding (p.250-251), San Antonio, Texas, Feb. 2013.

Ma, Jingjing and Neal J. Roese, “The Countability Effect: Comparative vs. Experiential Reactions to Reward Distributions”, Presented at Society for Judgment and Decision Making Conference, Minneapolis, MN, Nov. 2012.

Ma, Jingjing, Ryan Hamilton, and Alexander Chernev, “The Unexpressed Self: The Impact of Restricting Self-Expression on Brand Preferences”, Presented at Society for Judgment and Decision Making Conference, Minneapolis, MN, Nov. 2012.

Ma, Jingjing and Neal J. Roese, “The Countability Effect: Comparative vs. Experiential Reactions to Reward Distributions”, Presented in Special Session—“In Pursuit of Happiness”—at Association for Consumer Research Conference, Vancouver, BC, Canada, Oct. 2012 (co-chaired with Haiyang Yang and Neal J. Roese).

Ma, Jingjing, Ryan Hamilton, and Alexander Chernev, “The Unexpressed Self: The Impact of Restricting Self-Expression on Brand Preferences”, Presented in Special Session—“Brands as A Means of Self-Expression”—at Association for Consumer Research Conference, Vancouver, BC, Canada, Oct. 2012 (Session Chair).

Ma, Jingjing and Neal J. Roese, “The Effect of Countability on Satisfaction”, Presented at Society for Judgment and Decision Making Conference, Seattle, WA, Nov. 2011 (Best Student Poster Award).

Ma, Jingjing and Shi Zhang, “Choosing Between American and Chinese Brands”, Presented at Association for Consumer Research Conference, San Francisco, CA, Oct. 2008.

Ma, Jingjing and Shi Zhang, “On the Compatibility of Orientation, Task and Preference: The Role of Brand Information”, Presented at Association for Consumer Research Conference, Memphis, TN, Oct. 2007.

范亭亭、张黎、张实、马京晶, “产品类别风险（PCR）对品牌延伸的影响”, 在中国营销科学学会年会上宣读, 全文被收入2007JMS中国营销科学学术年会论文集[C]（p.516-530), 复旦大学管理学院, 中国, 上海, 2007.

马京晶、张黎、马欣昕, “情感主导的品牌购买意愿”, 在中国营销科学学会年会上宣读并被列入候选优秀论文, 全文被收入2006JMS中国营销科学学术年会论文专集[C]（光盘A-第四组), 武汉大学经济与管理学院, 中国, 武汉, 2006.

Ma, Jingjing, Xinxin Ma, and Lee Zhang, “Affect without Cognition”, Presented at Association for Consumer Research Conference, Orlando, FL, Sep. 2006.

张黎、马京晶, “消费者对产品的消费经验、产品的文化意含与Fishbein模型”, 在中国营销科学学会年会上宣读，全文被收入2005JMS中国营销科学学术年会论文专集[C]（p.188-201), 北京大学光华管理学院, 中国, 北京, 2005.

严焱、马京晶, “企业战略和城市变迁——湖北省十堰市原有汽车工 业的定位与该市今后发展对策研究”, 在中国经济学年会上宣读, 中国, 天津, 2004.

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教授观点

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