Jayson Shi JIA
Prof. Jayson Shi JIA
市場學
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。

消費者對動態視頻行銷的感知及其機制

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

港大經管學院市場學副教授賈軾教授所帶領的研究團隊近日在國際頂級期刊《自然*通訊》發表研究論文,通過流動數據分析人們在應急情況下與家庭和朋友的通訊行為。

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

港大經管學院市場學副教授賈軾所帶領的研究團隊近日在《自然*通訊》發表研究論文,通過流動數據分析人們在應急情況下與家庭和朋友的通訊行為。

這個“就地過年”的春節,你幸福嗎?

2021年春節,“新冠肺炎疫情”打破了一直以來新春團聚的傳統習俗,“就地過年”成為主流趨勢。這個春節,沒有回到家鄉、“就地過年”的你,開心幸福嗎?近日,中國香港中文大學(深圳)教授賈建民、香港大學副教授賈軾、湖南工商大學副教授徐戈、清華大學博士生袁韻開展的全國性“春節幸福感與疫情應對”問卷調查顯示:就地過年人群的幸福感雖略低於回家(異地)過年的,但兩者相差並不大。總體上,今年春節,人們的幸福感比去年有較大幅度提升。