Education
BA, the department of Geophysics, Peking University
MA, Institute of Psychology, Chinese Academy of Science
PhD, School of Journalism and Communication , Peking University
Visiting Appointments
1998, Visiting Scholar at Dentsu Group Inc., Japan
2003,Visiting Scholar at the University of Nebraska, USA
2008, Visiting Scholar at the Royal Institute of Technology (KTH), Sweden
Courses Taught
Advertising Psychology
Brand Study
Internet Consumer Behavior
Internet Marketing Communication
Internet Psychology
Research Method of Communication
Publications (Selected)
1. The Practice of Co-Branding Driven by Digital Intelligence Technology: A Case Study of Freshippo (Hema), Journalism and Communication Review,2025
2. Research on the Impact of Consumers' Perceived Value of Palace Museum Cultural Creative Products on Their Online Shopping Behavior — The Moderating Role of Cultural Identity, Modern Advertising, No.05, 2025
3. Exploration of the Mechanism for New Media Communication Empowering the Construction of Innovation and Entrepreneurship Education Ecosystem in Higher Education Institutions: Based on a Case Study of a University in Beijing, Journal of Education and Media Studies, no.5, 2025
4. Consumer Decision-Making Styles of Young Chinese Automobile Consumers, Journalism and Communication Review,2024
5. The Influence of Platform Recommendation Agents on Consumer's Purchase Intention, Complex Systems and Complexity Science, Vol20(04), 2023
6. Consumer Decision-making Styles and Its applications in health consumption, Journalism and Communication Review,2022
7. The effect of racial cues on the reader’s response to advertisements: A US-China comparative study, Asia Pacific Journal of Marketing and Logistics, Vol. 25 No. 3, 2013
8. The effectiveness of social identity on the sport sponsorship, Advertising Panorama, No.06,2010
9. Analysis of dramatic development of the sports sponsorship in China, Advertising Panorama, No.03,2009
10. The Main Emotion Measurement Methods in Advertising, Advertising Panorama, No.01,2007
11. A Review on the Research of Consumer-based Sponsorship, Advertising Panorama, No.06,2007
12. The Empirical Research on the Consumer Different Response to Advertising across the Taiwan Strait, Advertising Panorama, No.06,2006
13. Introduction to Gap Model of Service Quality and its Application, Advances in Psychological Science, No.4, 2002
14. Review on the Research of Service Quality, Advances in Psychological Science, No.2,2002
15. The Effect of Culture on Advertising, Advances in Psychological Science, No.1,2003.
16. Analysis of Consumer's Psychology on the“Dilution Effect”in the Process of Brand Extension, Journal of China Agricultural University （ Social Sciences Edition）, No.03,2002
17. Review on the Research of Consumer Satisfaction, Advances in Psychological Science, No.3, 1998
18. Western Research on the Relationship Between Children and Advertising, Advances in Psychological Science, No.4, 1997
