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Ontario Tech acknowledges the lands and people of the Mississaugas of Scugog Island First Nation.

We are thankful to be welcome on these lands in friendship. The lands we are situated on are covered by the Williams Treaties and are the traditional territory of the Mississaugas, a branch of the greater Anishinaabeg Nation, including Algonquin, Ojibway, Odawa and Pottawatomi. These lands remain home to many Indigenous nations and peoples.

We acknowledge this land out of respect for the Indigenous nations who have cared for Turtle Island, also called North America, from before the arrival of settler peoples until this day. Most importantly, we acknowledge that the history of these lands has been tainted by poor treatment and a lack of friendship with the First Nations who call them home.

This history is something we are all affected by because we are all treaty people in Canada. We all have a shared history to reflect on, and each of us is affected by this history in different ways. Our past defines our present, but if we move forward as friends and allies, then it does not have to define our future.

Learn more about Indigenous Education and Cultural Services


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 the 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.

Dr. Jiang is currently conducting a study that aims to help Canadian agricultural product build their brand associations with Chinese consumers in order to deliver unique, meaningful, and appealing brand identities. This study will identify and test the effects of key country-of-origin dimensions, unique Canada and Ontario symbols, and specific product grouping related to an aspirational lifestyle on consumers' perception of Canadian and Ontario agricultural products along with their purchase intentions. 

Learn more about Ontario Food Brands Research 


  • 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.