Jiayuan earned her Ph.D. in Marketing from the University of Edinburgh. Her research primarily focuses on sensory marketing, digital marketing, and consumer psychology. Her work has been published in international journals, including Psychology & Marketing, Journal of Advertising Research, and Business Horizons. Additionally, she has presented at top-tier international annual conferences such as AMA (American Marketing Association), AMS (Academy of Marketing Science), and ACR (The Association for Consumer Research). Her research has been funded by the National Natural Science Foundation of China (NSFC).

**Ph.D Applicants are welcome.

Theoretical: Perceived Ownership, Psychological Distance, Construal Level Theory

Substantive: Sensory Cues, Social Media, Digital Platforms

Methodological: Lab and Field Experimentation, Image Analysis, Text Analysis

Module Leader: Consumer Behaviour in a Digital World

Module Leader: Digital Retailing

Assistant Professor, School of Intelligent Finance and Business, XJTLU, 2024.12 - Present

Ad-Hoc Reviewer for Journal of Product & Brand Management;

Ad-Hoc Reviewer for Journal of Retailing and Consumer Services;

Ad-Hoc Reviewer for Current Psychology

Program Committee for 2024 Academy of Marketing Science World Marketing Congress

Reviewer for 2024 Academy of Marketing Science World Marketing Congress

Reviewer for 2024 ACR Asia-Pacific Conference

Reviewer for 2023 Academy of Marketing Science Annual Conference

National Natural Science Foundation of China (Young Scientists Fund), 2026-2028

Jiangsu Innovation and Entrepreneurship Talent Program, 2025

Doctoral Consortium Fellow for Academy of Marketing Science Annual Conference, 2024

Sheth Foundation Grant for PhD Students at the Asia Pacific ACR Conference, 2024