Personal Profile

Education

· 1990 BA, the department of Geophysics, Peking University;

· 1998 MA, Institute of Psychology, Chinese Academy of Science;

· 2008 PhD, School of Journalism and Communication , Peking University.

Main Work Experience

· 2014-Present Associate Professor, School of New Media, Peking University.

· 2008 Associate Professor, School of Journalism and Communication, Peking University;

· 2001 Assistant Professor, School of Journalism and Communication, Peking University;

· 1998 Assistant Professor, School of Arts, Peking University

Main Experience as a Visiting Scholar

· April to October 1998, Visiting Scholar at Dentsu Group Inc., Japan

· August 2003 to May 2004, Visiting Scholar at the University of Nebraska, USA

· January -- February 2008, Visiting Scholar at the Royal Institute of Technology (KTH), Sweden.

Research Interests

Internet Psychology, Advertising Psychology, Brand Communication,

Consumer Behavior

Couses Taught

Advertising Psychology, Brand Study, Internet Consumer Behavior, Internet Marketing Communication, Internet Psychology, Research Method of Communication

Selected Publications

· The Practice of Co-Branding Driven by Digital Intelligence Technology: A Case Study of Freshippo (Hema), Journalism and Communication Review,2025

· 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

· Consumer Decision-Making Styles of Young Chinese Automobile Consumers, Journalism and Communication Review,2024

· The Influence of Platform Recommendation Agents on Consumer's Purchase Intention, Complex Systems and Complexity Science, Vol20(04), 2023

· 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

· The effectiveness of social identity on the sport sponsorship, Advertising Panorama, No.06,2010

· Review on the Research of Service Quality, Advances in Psychological Science, No.2,2002

· The Effect of Culture on Advertising, Advances in Psychological Science, No.1,2003.

· 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

· Review on the Research of Consumer Satisfaction, Advances in Psychological Science, No.3, 1998