Krista J. Li

Behavior-Based Pricing: An Analysis of the Impact of Peer-Induced Fairness

Krista J. Li, Sanjay Jain · Management Science · 2015 · 243 citations

Consumer Uncertainty, Behavioral Decision Making, Consumer Research +22

The Effects of Products’ Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency

Yan Liu, Krista J. Li, Haipeng Chen et al. · Journal of Marketing · 2016 · 152 citations

Segment Prototypicality, Consumer Uncertainty, Consumer Research +22

Behavior-Based Pricing in Marketing Channels

Krista J. Li · Marketing Science · 2018 · 76 citations

Consumer Uncertainty, Consumer Research, Buying Behavior +16

Quality Disclosure Under Consumer Loss Aversion

Jianqiang Zhang, Krista J. Li · Management Science · 2020 · 74 citations

Consumer Decision Making, Consumer Uncertainty, Behavioral Decision Making +14

Status Goods and Vertical Line Extensions

Krista J. Li · Production and Operations Management · 2018 · 55 citations

Economics, Consumer Decision Making, Management +12