Jayson Shi JIA
Prof. Jayson Shi JIA
Marketing
Associate Professor

3917 1611

KK 717

Academic & Professional Qualification
  • B.A. Economics, Yale University 2008
  • Ph.D. Marketing, Stanford University Graduate School of Business 2013
Biography

Prof. Jia uses interdisciplinary methods from behavioral science, network science, and computational social science to investigate behavioral dynamics and consumer behavior in digital and networked environments. Much of his recent research investigates the basis of human resilience in response to risk, networked behaviors in the digital age, and how consumers process information or make decisions in digital marketing contexts. His recent work uses mobile-geolocation data to understand how individuals and societies respond to disasters, combines human mobility and social network data to understand how social networks interplay with physical mobility to drive consumer behavior, or uses behavioral and digital mixed methods to understand decision making in digital and networked behavioral contexts. His research differs qualitatively from traditional behavioral research in its emphasis on verifiable field behavior, digital data, and causal instruments to derive behavioral insight.

Prof. Jia’s research has been published in Nature, Nature Communications, Management Science, Journal of Marketing Research, Journal of Consumer Research, Psychological Science, Journal of Personality and Social Psychology, and Journal of Experimental Psychology: General. His work has received media coverage from outlets including Business Insider, BBC, The Guardian, Psychology Today, Stanford Business Magazine, Harvard Business Review, MIT Sloan Review, MSN, Wall Street Journal, Forbes, Scientific American, People’s Daily, Xinhua, and Jinri Toutiao. Prof. Jia has extensive industry collaborations with major international internet technology, retail, and MarTech companies and sits on the Economic Policy Committee of the Hong Kong General Chamber of Commerce.

Teaching
  • Digital Marketing (MKTG 3524 for undergraduates, MSMK7004 for MSc)
Selected Publications
  • Jayson S. Jia, Yiwei Lee, Sheng Liu, Nicholas Christakis, Jianmin Jia (2023). Emergency Communications after Earthquake Reveal Social Network Backbone of Important Ties. PNAS Nexus, 2(11), 358
    https://doi.org/10.1093/pnasnexus/pgad358
Selected Manuscripts Under Review and Working Papers
  • “Quantifying the Effect of Pictures and Text on Social Media Engagement for Marketer Generated Content” Chu Dang, Jayson S. Jia, Man Ching Kwan, Yang Shi
  • “Evacuation Paradox and Emergence of Collective Consensus at the Outbreak of War in Ukraine”, Zhepeng Li, Xinyue Luo, Tuan Q. Phan*, Jayson S. Jia* corresponding authors
  • “The Impact of COVID-19 Pandemic on Digital Consumption in China”, Jianmin Jia, Yun Yuan, Jayson S. Jia
  • “Inequality and Social Constraints on Human Mobility Gains from Transportation Technology”, Jayson S. Jia, Yiwei Lee, Yijian Ning, Nicholas Christakis, Jianmin Jia
  • “Risk perception and behavior change after personal vaccination for COVID-19 in the USA”, Jayson S. Jia, Yun Yuan, Jianmin Jia, Nicholas A. Christakis
  • “The Exposure Paradox of Networked Risks”, Jayson S. Jia, Jiajia Liu
  • “Advertising Amnesia: Seeing but not Remembering Serially Presented Visual Marketing”, Yunlu Yin, Jayson S. Jia
  • “The Impact of Previews on the Enjoyment of Multi-component Extended Multimedia Experiences”, Jayson S. Jia, Baba Shiv
  • “The Social Characteristics Driving Mobile Social Response to Strangers”, Jayson S. Jia, Xianchi Dai, Jianmin Jia, MSI Working Paper # 2020, 20-108
    https://www.msi.org/reports/the-social-characteristics-driving-mobile-response-to-strangers/
  • “Recency and Reciprocity Drive the Evolution of Social Networks”, Xin Lu, Jayson S. Jia, Jianmin Jia
Major Grants and Awards
  • 2022 First Class Award of Science and Technology Progress Award of Shenzhen (2022年度深圳市科技进步奖一等奖)
  • INFORMS Innovative Applications in Analytics Award – Semi-Finalist 2022
  • 2019 MSI Young Scholar, Marketing Science Institute
  • 2012 Alden G. Clayton Doctoral Dissertation Award (Sole Winner), Marketing Science Institute
  • “Leveraging Mobility and Digital Trace Big Data to Model COVID-19 Risk and Socio-Economic Recovery,” Collaborative Research Fund (CRF) / One-off CRF Coronavirus Disease (COVID-19) and Novel Infectious Disease (NID) Research Exercise, Earmarked Research Grant #C7105-20G, the Research Grant Council of Hong Kong, HK$ 4,533,112, 3/2021-1/2024, Project Coordinator and Principal Investigator
  • “Field Studies on Phishing Susceptibility in Mobile Social Networks,” Earmarked Research Grant #14505217, the Research Grant Council of Hong Kong, HK$ 748,071, 9/2017-8/2019, Principal Investigator
  •  “Hedonic combinatorics: How combining unrelated products affects product enjoyment”, Earmarked Research Grant #17506316, Research Grant Council of Hong Kong, HK$ 969,240 (~US$ 125,000), 1/2017-7/2019, Principal Investigator
  • “The Taste of a Good Deal: How Transactional Utility Affects Experiential Utility”, Earmarked Research Grant #27500114, Research Grant Council of Hong Kong, HK$ 569,600 (~US$ 73,000), 9/2014-12/2016, Principal Investigator
Recent Publications
春節幸福感和疫情感知風險調查:來自機器學習的洞察

2023年剛結束的兔年春節內地民眾過得怎樣?調查顯示,兔年春節期間,民眾的幸福感平均值為5.47,介於“比較開心”與“開心”之間(1為最低值,7為最高值),“比較開心”以上人群占比為83.1%。

港中深團隊調研:央視春晚顯著提升春節幸福感

香港大學港大經管學院市場學副教授賈軾與其他學者組成的研究團隊,日前開展一項全國問卷調查,有關內地民眾的春節幸福感和疫情感知風險。

內地虎年春節:「就地過年」與「返鄉過年」一樣幸福

虎年春節前後,新冠疫情在内地多個城市再度爆發,「就地過年」也再次成為人們春節的選項。香港大學副教授賈軾、香港中文大學(深圳)教授賈建民、清華大學教授薛瀾和博士生袁韻等組成的研究團隊再次開展《春節幸福感與疫情應對行為》的全國性問卷調查。研究團隊於春節前、後通過內地的調研平臺Credamo對同一群體開展兩次調查,分別收集問卷3500份和3016份,樣本來自全國256個城市,年齡段以20-50歲有春節探親需要的群體為主,覆蓋各類社會群體與收入階層。

港中大(深圳)調查指虎年「就地過年」與「返鄉過年」同樣幸福

虎年春節前後,新冠疫情在多個城市再度爆發,「就地過年」也再次成為人們春節的選項。香港中文大學(深圳)研究團隊開展的針對以20-50歲有春節探親需要的群體的「春節幸福感與疫情應對行為」的全國性問卷調查顯示,虎年 「就地過年」與「返鄉探親過年」民眾的春節幸福感相同。

The Effect of Slow Motion Video on Consumer Inference

Video advertisements often show actors and influence agents consuming and enjoying products in slow motion. By prolonging depictions of influence agents’ consumption utility, slow motion cinematographic effects ostensibly enhance social proof and signal product qualities that are otherwise difficult to infer visually (e.g., pleasant tastes, smells, haptic sensations, etc.). Seven studies including an eye-tracking study, a Facebook Ads field experiment, and lab and online experiments—all using real ads across diverse contexts—demonstrate that slow motion (vs. natural speed) can backfire and undercut product appeal by making the influence agent’s behavior seem more intentional and extrinsically motivated. The authors rule out several alternative explanations by showing that the effect attenuates for individuals with lower intentionality bias, is mitigated under cognitive load, and reverses when ads use non-human influence agents. The authors conclude by highlighting the potential for cross-pollination between visual information processing and social cognition research, particularly in contexts such as persuasion and trust, and discuss managerial implications for visual marketing, especially on digital and social platforms.

The Effect of Slow Motion Video on Consumer Inference

Video advertisements often show actors and influence agents consuming and enjoying products in slow motion. By prolonging depictions of influence agents’ consumption utility, slow motion cinematographic effects ostensibly enhance social proof and signal product qualities that are otherwise difficult to infer visually (e.g., pleasant tastes, smells, haptic sensations, etc.). Seven studies including an eye-tracking study, a Facebook Ads field experiment, and lab and online experiments—all using real ads across diverse contexts—demonstrate that slow motion (vs. natural speed) can backfire and undercut product appeal by making the influence agent’s behavior seem more intentional and extrinsically motivated. The authors rule out several alternative explanations by showing that the effect attenuates for individuals with lower intentionality bias, is mitigated under cognitive load, and reverses when ads use non-human influence agents. The authors conclude by highlighting the potential for cross-pollination between visual information processing and social cognition research, particularly in contexts such as persuasion and trust, and discuss managerial implications for visual marketing, especially on digital and social platforms.

The Effect of Slow Motion Video on Consumer Inference

Video advertisements often show actors and influence agents consuming and enjoying products in slow motion. By prolonging depictions of influence agents’ consumption utility, slow motion cinematographic effects ostensibly enhance social proof and signal product qualities that are otherwise difficult to infer visually (e.g., pleasant tastes, smells, haptic sensations, etc.). Seven studies including an eye-tracking study, a Facebook Ads field experiment, and lab and online experiments—all using real ads across diverse contexts—demonstrate that slow motion (vs. natural speed) can backfire and undercut product appeal by making the influence agent’s behavior seem more intentional and extrinsically motivated. The authors rule out several alternative explanations by showing that the effect attenuates for individuals with lower intentionality bias, is mitigated under cognitive load, and reverses when ads use non-human influence agents. The authors conclude by highlighting the potential for cross-pollination between visual information processing and social cognition research, particularly in contexts such as persuasion and trust, and discuss managerial implications for visual marketing, especially on digital and social platforms.

How Can Technology Save The Arts?

The creative industries like art, film, and theater have suffered during the pandemic. But could digital transformation mean innovative, new business models save the arts? As industries that rely on delivering physical experiences to generate income, the coronavirus pandemic hit creative sectors like art, theater, and film worse than most.

網購新時代・下 │ 「先買後付」造就年輕人消費與負債雙長?

小額商品也能分期付款、與商家、各個網購平台無縫銜接.....「BNPL」(Buy Now Pay Later,先買後付)這一新的消費模式可謂為新一代年輕人量身打造,讓原本讓人望而卻步的產品只需輕點幾下屏幕便「觸手可及」。可是,這種新興消費模式下,年輕人的銷售習慣和財務將會如何受到影響?

HKU Business School-Led Research Team Uses Mobile Phone Data to Understand How Family Social Networks Respond to Disasters

An international research team led by Dr. Jayson Jia, Associate Professor of Marketing at HKU Business School, investigated how family social networks respond to the shock of a sudden natural disaster. This research has just been published in Nature Communications, a leading science journal.