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Ying (Annie) Jiang

Associate Professor


Faculty of Business and Information Technology

Contact information

Business and Information Technology Building - Room 3037
North Oshawa
2000 Simcoe Street North
Oshawa, ON L1G 0C5

905.721.8668 ext. 2620

Research topics

  • Consumer decision making
  • Consumer food consumption
  • Consumer new product adoption
  • Mobile marketing


Dr. Ying (Annie) Jiang is an Associate Professor of Marketing at the Faculty of Business and Information Technology. She received her Ph.D. in Marketing from University of Connecticut, M.Phil. in Marketing from Hong Kong Baptist University, and B.A. in Economics from East China University of Science and Technology in Shanghai, China. Her research mainly focuses on consumer decision making, consumer goal pursuit, hedonic consumption, and mobile marketing. She has published in leading marketing journals such as Journal of Marketing Research, Journal of Consumer Psychology, and Journal of the Academy of Marketing Science.


  • PhD (Marketing) University of Connecticut, United States
  • Master of Philosophy (Marketing) Hong Kong Baptist University in Hong Kong, China
  • Bachelor of Arts (Economics) East China University of Science and Technology in Shanghai, China

Courses taught

Consumer Behaviour
Services Marketing
International Marketing

Research and expertise

  • consumer decision-making
  • consumer food consumption
  • consumer new product adoption
  • mobile marketing


  • Selected publications
    • Zhenfeng Ma, Tripat Gill, and Ying Jiang (2015), “Core versus Peripheral Innovations: The Effect of Innovation Locus on Consumer Adoption of New Products,” Journal of Marketing Research, 52 (3), 309-324.
    • Dong Jin Li, Cheng Lu Wang, Ying Jiang, Bradley R. Barnes, and Hao Zhang (2014), “The Asymmetric Influence of Cognitive and Affective Country Image on Rational and Experiential Purchases,” European Journal of Marketing, 48 (11/12), 2153-2175.
    • Ying Jiang and Jing Lei (2014), “The Effect of Food Toppings on Calorie Estimation and Consumption,” Journal of Consumer Psychology, 24(1), 63-69.
    • Ying Jiang and Girish Punj (2010), “The Effects of Attribute Concreteness and Prominence on Selective Processing, Choice and Search Experience,” Journal of the Academy of Marketing Science, 38, 471-489.
    • Dong Jin Li, Ying Jiang, An Sheng Hui, Zhe Shen, and Wenji Jin (2009), “The Influence of Money Attitudes on Young Chinese Consumers’ Compulsive Buying,” Young Consumers, 10 (2), 98-109.
    • Ying Jiang and Cheng Lu Wang (2006), “The Impact of Affect on Perceived Service Quality and Satisfaction: the Moderation of Service Context”, Journal of Services Marketing, 20 (4), 211-217.
    • Ying Jiang, Robin Coulter, and S. Ratneshwar (2005), “Consumption Decisions Involving Goal Tradeoffs: the Impact of One Choice on Another,” Advances in Consumer Research, 32, 206-211.
    • Fantinato, Marcelo, Patrick C. K. Hung, Ying Jiang, Jorge Roa, Pablo Villarreal, Mohammed Melaisi, and Fernanda Amancio, “A Preliminary Study of Hello Barbie in Brazil and Argentina,” Sustainable Cities and Society, 40, 2018, 83-90.