Skip to main content
Jing Lei

Jing Lei

University of Melbourne

Jing Lei is an Associate Professor of Marketing in the Department of Management and Marketing at the University of Melbourne. Her research focuses on consumer information processing and decision making, examining how consumers respond to valenced brand information and how they make trade-off consumption decisions. Her research has been published in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Retailing, and Journal of Service Research.

Related articles

Social Behavior

Inspirational Appeals Are More Effective: The Influence of Strength Emotions on Persuasion and Donation

by Jianping Liang, Zengxiang Chen, Jing Lei

It is well acknowledged that people are more likely to donate when they feel sad about the victim of an unfortunate situation and empathize with the victim...

read more
Sad dog
Book icon

Print Edition

Learn More
Rutgers University

About Rutgers Business Review

About Us