Shaobo(Kevin)LI

assistant professor |School of Business, Division of Information Systems & Management Engineering

Dr. Shaobo (Kevin) Li is an Assistant Professor in marketing at the SUSTech Business School, SUSTech. He finished his Ph.D. Program in Business Administration (Marketing) in Nanyang Business School, Nanyang Technological University, Singapore in 2019.

The wave of digital transformation stimulates his interest in examining consumer behavior in the digital era. Second, inspired by his extensive volunteer work in Northwest China, he is interested in investigating factors that influence consumer well-being. In addition, he has been paying close attention to the brand management and "Going Abroad" strategy of Chinese private enterprises for a long time, which has aroused his keen interest in branding and cross-cultural marketing research. He combines multiple research methods to examine these phenomena with laboratory experiments as the main method and empirical models and neuroscience as the supplementary methods.

He has published in top business journals, such as the Journal of Consumer Research, Organizational Behavior and Human Decision Processes, and Journal of Business Research. He is the winner of the AMS Doctoral Dissertation Proposal Competition Award (2019) and Outstanding Paper Award for the Annual Conference of China Marketing Science (2020),

He teaches Financial Marketing at the undergraduate level and Frontier of Management and Research Method at the Ph.D. level. He is the winner of the Premier Award of SUSTech Teaching Competition for Young Teachers, SUSTech Teaching Achievement Award, and Excellent Graduate Teacher Award in Nanyang Business School (ranked 1st).

He was recognized as Overseas High-Caliber Personnel in Shenzhen and was awarded the Chinese Government Award for Outstanding Self-financed Students Abroad by the Ministry of Education of the PRC.

Personal Profile

Dr. Shaobo Li is an Assistant Professor of SUSTech Business School, Southern University of Science and Technology. He finished his Ph.D. Program in Management (Marketing) in Nanyang Business School, Nanyang Technological University, Singapore.

Inspired by his volunteer experience in Northwest China, he is interested in investigating factors that influence pro-social behavior (e.g., charitable behavior, green consumption), as well as corporate social responsibility. In addition, he has been paying close attention to the brand management and "Going Abroad" Strategy of Chinese private enterprises for a long time, which has aroused his keen interest in the research of branding and cross-cultural marketing. He combines multiple research methods to examine these phenomena with laboratorial experiments as the main method and empirical models and neuroscience as the supplementary methods.

Dr. Li teaches Financial Marketing at undergraduate level and Frontier of Management and Research Method at Ph.D. level.

Dr. Li was recognized as Overseas High-Caliber Personnel in Shenzhen. He is also the winner of AMS Doctoral Dissertation Competition Award, Chinese Government Award for Outstanding Self-financed Students Abroad and Excellent Student Teacher Award in Nanyang Business School (ranked 1st).

 

Education Background:
◆ 2019, Ph.D., Marketing, Nanyang Technological University, Singapore

 

Honors and Awards:

◆ Overseas High-Caliber Personnel in Shenzhen                                                                                    ◆Winner of AMS Doctoral Dissertation Competition Award, 2019                                                                      ◆ The Chinese Government Award for Outstanding Self-financed Students Abroad, 2018
◆ Fellow, the 53rd Annual AMA-Sheth Foundation Doctoral Consortium, Leeds, UK, 2018
◆ Excellent Graduate Teacher, Nanyang Business School (ranking 1st), 2016
◆ Chun-Tsung Scholar (䇹政学者), 2010

 

Professional Qualificatrion

Chartered Financial Analyst Level III candidate。

Research

Consumer behavior in the digital era

Consumer well-being

Branding

Cross-cultural marketing


Teaching

Financial Marketing (Undergraduate Level)

Frontier of Management and Research Method (Ph.D. Level)

Teaching Awards:

SUSTech Teaching Achievement Award

Premier Award of SUSTech Teaching Competition for Young Teachers

Excellent Graduate Teacher Award in Nanyang Business School


Publications Read More

       Publications:

  1. “Sizes are Gendered: The Effect of Semantic Size on Brand Stereotyping.” with Kuangjie Zhang and Sharon Ng, forthcoming in Journal of Consumer Research
  2. “The Shape of Loneliness: The Relationship between Loneliness and Preference for Angular versus Circular Logo and Product Shapes.” with Nuoya Chen, Jinfeng Jiao, and Xiucheng Fan, forthcoming in Journal of Business Research
  3. “Lift the veil of rumors: The impact of the characteristics of information source on the effectiveness of rumors spreading.” with Lu Meng, Tongmao Li, and Xin Huang, forthcoming in Internet Research
  4. “The Closer I Am, The Safer I Feel: The “Distance Proximity Effect” of COVID-19 Pandemic on Individuals’ Risk Assessment and Irrational Consumption.” with Zhe Zhang, Yue Liu, and Sharon Ng, Psychology& Marketing (2021), 1-13
  5. “Does everyone have the potential to achieve their ideal body weight? Lay theories about body weight and support for price discrimination policies.” with Michail D. Kokkoris, and Krishna SavaniOrganizational Behavior and Human Decision Processes(2020) 157, 129-142 
  6. “Is sustainable development reasonable for tourism destinations? An empirical study of the relationship between environmental competitiveness and tourism growth.” with Liang Zhu, and Lingxue Zhan, Sustainable Development(2020), 29 (1), 66-78
  7. “Antecedents of smartphone multitasking: roles of demographics, personalities and motivations.” with Xingyu Chen, Yitong Wang, Da Tao, and Ling Jiang, Internet Research(2020), 31(4), 1405-1443 

 

      Research fundings:

  1. PI: “Variability and economic decision making”, General Research Grant-Natural Science Foundation of Guangdong Province, China.  Amount: ¥100,000 ($14,900) (2020-2023)
  2.  PI: Brand management in turbulent times: the “double-edged sword” effect of variability on brand management, the influencing mechanism and the coping strategies of enterprises” Grant from Natural Science Foundation of China. Amount: ¥2,400,000 ($35,700) (2022-2024)
  3. PI: Supporting funds for high-level talents program of Shenzhen, China.  Amount: ¥2,000,000 ($297,500) (2020-2025)
  4. PI: SUSTech start-up Grant. Amount: ¥1,000,000 ($149,000) (2019-2022)

Lab members Read More

Join us

Our research group is committed to combining experimental methods with empirical modeling and neuroscience methods to examine consumer behavior. We are looking for research assistants and postdoctoral researchers. Salaries are highly competitive. We are also recruiting Ph.D. students for the joint Ph.D. program between SUSTech and The Hong Kong Polytechnic University (supervisor: Yuwei Jiang). Successful candidates will be awarded doctoral degrees from The Hong Kong Polytechnic University. We also welcome visiting scholars and exchange students from other universities and research institutions. If you are interested, please contact us by email (lisb3@sustech.edu.cn).

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Contact Us

Contact Address

529 Taizhou Building

Office Phone

0755-88010483

Email

lisb3@sustech.edu.cn

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