Dr. Jayson Shi JIA
Marketing

Associate Professor
3917 1611
jjia@hku.hk
KK 717


Academic & Professional Qualification
B.A. Economics, Yale University 2008
Ph.D. Marketing, Stanford University Graduate School of Business 2013
Biography
Dr. Jia’s expertise is in behavioral science and consumer psychology in the digital era. His research interests include digital consumption experiences, the psychology of risk and uncertainty, and social and mobility networks. His recent work combines social and natural experiments with large-scale digital field data, for example by using human?movement data from mobile phones to model the spread of COVID-19 risk, using mobile app data to map population-scale psychological preferences, and using natural shocks to understand the role of social networks in driving behavior during emergencies.
Dr. Jia’s research has been published in top tier basic science, management, marketing, and psychology journals such as Nature, Nature Communications, Management Science, Journal of Marketing Research, Journal of Consumer Research, Psychological Science, Journal of Personality and Social Psychology, and Journal of Experimental Psychology: General. His work has received media coverage from popular outlets including BBC, Business Insider, Scientific American, The Guardian, Psychology Today, Stanford Business Magazine, Harvard Business Review, MIT Sloan Review, MSN, Wall Street Journal, Forbes, Xinhua, People’s Daily, Bilibili and Jinri Toutiao.
Dr. Jia collaborates extensively with major international internet technology, telecom, retail, and MarTech companies in projects varying from optimizing visual engagement to leveraging social and mobility data for digital advertising to using digital trace data to deepen consumer insights.
Teaching
Digital Marketing (MKTG 3524 for undergraduates, MSMK7004 for MSc)
Selected Publications
Yunlu Yin,?Jayson S. Jia, Wanyi Zheng (2021). The Effect of Slow Motion Video on Consumer Inference.?Journal of Marketing Research,?58(5), 1007-1024.
https://journals.sagepub.com/doi/abs/10.1177/25054
Jayson S. Jia, Yiwei Li, Xin Lu, Yijian Ning, Nicholas A. Christakis, Jianmin Jia (2021). Triadic Embeddedness Structure in Family Networks Predicts Mobile Communication Response to a Sudden Natural Disaster.?Nature Communications, 12, 4286.
https://www.nature.com/articles/s41467-021-24606-7
Daniella Kupor,?Jayson S. Jia, Zakary Tormala (2021). Change Appeals: How Referencing Change Boosts Curiosity and Promotes Persuasion. Personality and Social Psychology Bulletin, 47(5), 691-704.
https://journals.sagepub.com/doi/full/10.1177/0**1294
Jayson S. Jia, Xin Lu, Yun Yuan, Ge Xu, Jianmin Jia, Nicholas A. Christakis (2020). Population Flow Drives Spatio-Temporal Distribution of COVID-19 in China.?Nature, 582, 389-394.
https://www.nature.com/articles/s41586-020-2284-y
Jia, Jayson S., Jianmin Jia, Christopher K. Hsee, Baba Shiv (2017). The Role of Hedonic Behavior in Reducing Perceived Risk: Evidence From Postearthquake Mobile-App Data.?Psychological Science, 28(1), 23-35.
https://journals.sagepub.com/doi/full/10.1177/1712
Jia, Jayson S., Uzma Khan, Ab Litt (2015). The Effect of Self-Control on the Construction of Risk Perceptions.?Management Science, 61(9), 2259-2280.
https://pubsonline.informs.org/doi/abs/10.1287/mnsc.2014.2098
Jia, Jayson S., Baba Shiv, Sanjay Rao (2014). The Product-Agnosia Effect: How More Visual Impressions Affect Product Distinctiveness in Comparative Choice.?Journal of Consumer Research, 41(2), 342-360.
https://academic.oup.com/jcr/article-abstract/41/2/342/**
Dai, Xianchi, Ping Dong,?Jayson S. Jia?(2014). When Does Playing Hard to Get Increase Romantic Attraction??Journal of Experimental Psychology: General, 143(2), 521-526.
https://psycnet.apa.org/record/2013-15983-001
Tormala, Zakary L.,?Jayson S. Jia, Michael I. Norton (2012). The Preference for Potential.?Journal of Personality and Social Psychology, 103(4), 567-583.
https://psycnet.apa.org/record/2012-18069-001
Selected Manuscripts Under Review and Working Papers
“The Impact of Previews on the Enjoyment of Multi-component Extended Multimedia Experiences,” Jayson S. Jia, Baba Shiv
“The Limitations of Digital Lifestyles during the COVID-19 Pandemic” Jianmin Jia, Yun Yuan, Jayson S. Jia
“Social Constraints on Human Mobility with High Speed Rail,” Jayson S. Jia, Yiwei Lee, Yijian Ning, Nicholas Christakis, Jianmin Jia
“The Importance of Embedded Ties,” Jayson S. Jia, Yiwei Lee, Xin Lu, Nicholas Christakis, Jianmin Jia
“Advertising Blink: Seeing but not Remembering Serially Presented Visual Marketing,” Yunlu Yin, Jayson S. Jia
“The Social Characteristics Driving Mobile Social Response to Strangers,” Jayson S. Jia, Xianchi Dai, Jianmin Jia, MSI Working Paper # 2020, 20-108
https://www.msi.org/reports/the-social-characteristics-driving-mobile-response-to-strangers/
“Recency and Reciprocity Drive the Evolution of Social Networks”, Xin Lu, Jayson S. Jia, Jianmin Jia
Major Grants and Awards
2019 MSI Young Scholar, Marketing Science Institute
2012 Alden G. Clayton Doctoral Dissertation Award (Sole Winner), Marketing Science Institute
“Leveraging Mobility and Digital Trace Big Data to Model COVID-19 Risk and Socio-Economic Recovery,” Collaborative Research Fund (CRF) / One-off CRF Coronavirus Disease (COVID-19) and Novel Infectious Disease (NID) Research Exercise, Earmarked Research Grant #C7105-20G, the Research Grant Council of Hong Kong, HK$ 4,533,112 (~US$580,000), 3/2021-3/2023, Project Coordinator and Principal Investigator
“Field Studies on Phishing Susceptibility in Mobile Social Networks,” Earmarked Research Grant #**, the Research Grant Council of Hong Kong, HK$ 748,071, 9/2017-8/2019, Principal Investigator
?“Hedonic combinatorics: How combining unrelated products affects product enjoyment”, Earmarked Research Grant #**, Research Grant Council of Hong Kong, HK$ 969,240 (~US$ 125,000), 1/2017-7/2019, Principal Investigator
“The Taste of a Good Deal: How Transactional Utility Affects Experiential Utility”, Earmarked Research Grant #**, Research Grant Council of Hong Kong,
HK$ 569,600 (~US$ 73,000), 9/2014-12/2016, Principal Investigator