Jayson Shi JIA
Dr. Jayson Shi JIA
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

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.

  • 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
  • “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



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。


在視頻行銷研究中,我們重點關注了速度線索這一視頻行銷常用的優化手段,即行銷管理者、廣告設計者通常會通過改變視頻廣告中代言人的動作速度來試圖影響消費者對產品的感知。我們發現,視頻廣告中應用慢動作技術反而會降低行銷手段的說服力,並且該效應的心理與認知機制是消費者所產生的意圖性感知(Perception of intentionality),即消費者認為代言人的慢速的代言行為不是自發而是 “故意的”。該研究同時採用了認知科學的眼動分析(Eye-tracking)方法印證了該結論。綜上,該研究發展和完善了消費者視覺處理與心理機制的理論,為研究消費者在新媒體環境下的行為機制提供新的視角。

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.

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?

港大經管學院學者帶領國際研究團隊進行大數據分析 了解在自然災害下與家人及朋友的通訊行為


港大經管學院:家庭成員間擁有共同好友愈多 災害發生後通訊有更多互動表現




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.