- 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)
- Yunlu Yin, Jayson S. Jia, Wanyi Zheng (2021). The Effect of Slow Motion Video on Consumer Inference. Journal of Marketing Research, 58(5), 1007-1024.
- Jayson S. Jia, Yiwei Li, Xin Lu, Yijian Ning, Nicholas A. Christakis, Jianmin Jia (2021). Triadic Embeddedness Structure in Family Networks Predicts Mobile Communication Response to a Sudden Natural Disaster. Nature Communications, 12, 4286.
- Daniella Kupor, Jayson S. Jia, Zakary Tormala (2021). Change Appeals: How Referencing Change Boosts Curiosity and Promotes Persuasion. Personality and Social Psychology Bulletin, 47(5), 691-704.
- Jayson S. Jia, Xin Lu, Yun Yuan, Ge Xu, Jianmin Jia, Nicholas A. Christakis (2020). Population Flow Drives Spatio-Temporal Distribution of COVID-19 in China. Nature, 582, 389-394.
- Jia, Jayson S., Jianmin Jia, Christopher K. Hsee, Baba Shiv (2017). The Role of Hedonic Behavior in Reducing Perceived Risk: Evidence From Postearthquake Mobile-App Data. Psychological Science, 28(1), 23-35.
- Jia, Jayson S., Uzma Khan, Ab Litt (2015). The Effect of Self-Control on the Construction of Risk Perceptions. Management Science, 61(9), 2259-2280.
- Jia, Jayson S., Baba Shiv, Sanjay Rao (2014). The Product-Agnosia Effect: How More Visual Impressions Affect Product Distinctiveness in Comparative Choice. Journal of Consumer Research, 41(2), 342-360.
- Dai, Xianchi, Ping Dong, Jayson S. Jia (2014). When Does Playing Hard to Get Increase Romantic Attraction? Journal of Experimental Psychology: General, 143(2), 521-526.
- Tormala, Zakary L., Jayson S. Jia, Michael I. Norton (2012). The Preference for Potential. Journal of Personality and Social Psychology, 103(4), 567-583.
- “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
- 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
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。
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.
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.
The research study co-authored by Dr. Jayson Jia, Associate Professor in Marketing, HKU, Xin Lu, College of Systems Engineering, National University of Defense Technology, Yun Yuan, School of Economics and Management, Southwest Jiaotong University, Ge Xu, School of Management, Hunan University of Technology and Business, Jianmin Jia, Shenzhen Finance Institute, School of Management and Economics, The Chinese University of Hong Kong, Shenzhen, Nicholas A. Christakis, Yale Institute for Network Science, Yale University is covered by a number of international media.