Jayson Shi JIA
Dr. Jayson Shi JIA
市场学
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

Dr. Jia’s expertise is in behavioral science and consumer psychology in the digital era. His research interests include digital consumption experiences, the psychology of risk and uncertainty, and social and mobility networks. His recent work combines social and natural experiments with large-scale digital field data, for example by using human movement data from mobile phones to model the spread of COVID-19 risk, using mobile app data to map population-scale psychological preferences, and using natural shocks to understand the role of social networks in driving behavior during emergencies.

Dr. Jia’s research has been published in top tier basic science, management, marketing, and psychology journals such as 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 popular outlets including BBC, Business Insider, Scientific American, The Guardian, Psychology Today, Stanford Business Magazine, Harvard Business Review, MIT Sloan Review, MSN, Wall Street Journal, Forbes, Xinhua, People’s Daily, Bilibili and Jinri Toutiao.

Dr. Jia collaborates extensively with major international internet technology, telecom, retail, and MarTech companies in projects varying from optimizing visual engagement to leveraging social and mobility data for digital advertising to using digital trace data to deepen consumer insights.

Teaching
  • Digital Marketing (MKTG 3524 for undergraduates, MSMK7004 for MSc)
Selected Publications
Selected Manuscripts Under Review and Working Papers
  • “The Impact of Previews on the Enjoyment of Multi-component Extended Multimedia Experiences,” Jayson S. Jia, Baba Shiv
  • “The Limitations of Digital Lifestyles during the COVID-19 Pandemic” Jianmin Jia, Yun Yuan, Jayson S. Jia
  • “Social Constraints on Human Mobility with High Speed Rail,” Jayson S. Jia, Yiwei Lee, Yijian Ning, Nicholas Christakis, Jianmin Jia
  • “The Importance of Embedded Ties,” Jayson S. Jia, Yiwei Lee, Xin Lu, Nicholas Christakis, Jianmin Jia
  • “Advertising Blink: Seeing but not Remembering Serially Presented Visual Marketing,” Yunlu Yin, Jayson S. Jia
  • “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
  • 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 (~US$580,000), 3/2021-3/2023, Project Coordinator and Principal Investigator
  • “Field Studies on Phishing Susceptibility in Mobile Social Networks,” Earmarked Research Grant #14505217, the Research Grant Council of Hong Kong, HK$ 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
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)调查指虎年「就地过年」与「返乡过年」同样幸福

虎年春节前后,新冠疫情在多个城市再度爆发,「就地过年」也再次成为人们春节的选项。香港中文大学(深圳)研究团队开展的针对以20-50岁有春节探亲需要的群体的「春节幸福感与疫情应对行为」的全国性问卷调查显示,虎年 「就地过年」与「返乡探亲过年」民众的春节幸福感相同

消费者对动态视频行销的感知及其机制

在视频行销研究中,我们重点关注了速度线索这一视频行销常用的优化手段,即行销管理者、广告设计者通常会通过改变视频广告中代言人的动作速度来试图影响消费者对产品的感知。我们发现,视频广告中应用慢动作技术反而会降低行销手段的说服力,并且该效应的心理与认知机制是消费者所产生的意图性感知(Perception of intentionality),即消费者认为代言人的慢速的代言行为不是自发而是 “故意的”。该研究同时采用了认知科学的眼动分析(Eye-tracking)方法印证了该结论。综上,该研究发展和完善了消费者视觉处理与心理机制的理论,为研究消费者在新媒体环境下的行为机制提供新的视角。

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.

网购新时代・下 │ 「先买后付」造就年轻人消费与负债双长?

小额商品也能分期付款、与商家、各个网购平台无缝衔接.....「BNPL」(Buy Now Pay Later,先买后付)这一新的消费模式可谓为新一代年轻人量身打造,让原本让人望而却步的产品只需轻点几下屏幕便「触手可及」。可是,这种新兴消费模式下,年轻人的销售习惯和财务将会如何受到影响?

港大经管学院学者带领国际研究团队进行大数据分析 了解在自然灾害下与家人及朋友的通讯行为

港大经管学院市场学副教授贾轼教授所带领的研究团队近日在国际顶级期刊《自然*通讯》发表研究论文,通过流动数据分析人们在应急情况下与家庭和朋友的通讯行为。

港大经管学院:家庭成员间拥有共同好友愈多 灾害发生后通讯有更多互动表现

港大经管学院市场学副教授贾轼所带领的研究团队近日在《自然*通讯》发表研究论文,通过流动数据分析人们在应急情况下与家庭和朋友的通讯行为。

这个“就地过年”的春节,你幸福吗?

2021年春节,“新冠肺炎疫情”打破了一直以来新春团聚的传统习俗,“就地过年”成为主流趋势。这个春节,没有回到家乡、“就地过年”的你,开心幸福吗?近日,中国香港中文大学(深圳)教授贾建民、香港大学副教授贾轼、湖南工商大学副教授徐戈、清华大学博士生袁韵开展的全国性“春节幸福感与疫情应对”问卷调查显示:就地过年人群的幸福感虽略低于回家(异地)过年的,但两者相差并不大。总体上,今年春节,人们的幸福感比去年有较大幅度提升。

A brave new world for marketing

As coronavirus rages across the globe, online business is still booming, with data and analytics driving this trend. People now marooned at home for the foreseeable future are finding the daily goods they need from online stores, solace in conferencing apps, and entertainment provided by streaming platforms. The world is revolving increasingly online with lockdowns in place, and data is being even further highlighted as an undisputable source of wealth.