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
• 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. https://journals.sagepub.com/doi/abs/10.1177/00222437211025054
• Jayson S. Jia, Yiwei Lee, Xin Lu, Nicholas A. Christakis, Jianmin Jia (2021). Triadic Embeddedness Structure in Family Networks Predicts Communications Response to a Sudden Natural Disaster. Nature Communications, 12, 4286.
https://www.nature.com/articles/s41467-021-24606-7
• Daniella Kupor, Jayson S. Jia, Zakary Tormala (2020). Change Appeals: How Referencing Change Boosts Curiosity and Promotes Persuasion. Personality and Social Psychology Bulletin, 1-14.
https://journals.sagepub.com/doi/full/10.1177/0146167220941294
• Jayson S. Jia, Xin Lu, Yuan Yun, Ge Xu, Jianmin Jia, Nicholas Christakis (2020). Population Flow Drives Spatio-Temporal Distribution of COVID-19 in China. Nature, 582, 389-394.
https://www.nature.com/articles/s41586-020-2284-y
• Jia, Jayson S., Jianmin Jia, Christopher Hsee, Baba Shiv (2017). The Role of Hedonic Behavior in Reducing Perceived Risk: Evidence from Post-Earthquake Mobile App Data. Psychological Science. 28(1), 23-35. (Research Article)
https://journals.sagepub.com/doi/full/10.1177/0956797616671712
• Jia, Jayson S., Uzma Khan, and Ab Litt (2015). The Effect of Self-Control on the Construction of Risk Perceptions. Management Science. 61(9), 2259-2280.
https://pubsonline.informs.org/doi/abs/10.1287/mnsc.2014.2098
• Jia, Jayson S., Baba Shiv, Sanjay Rao (2014). Product-Agnosia: How Increased Visual Scrutiny Reduces Product Distinctiveness. Journal of Consumer Research, 41(2), 342-360.
https://academic.oup.com/jcr/article-abstract/41/2/342/2907558
• Dai, Xianchi, Ping Dong, Jayson S. Jia (2013). When Does Playing Hard To Get Increase Romantic Attraction? Journal of Experimental Psychology: General. 143(2), 521-526.
https://psycnet.apa.org/record/2013-15983-001
• Tormala, Zakary, Jayson S. Jia, Michael I. Norton (2012). The Preference for Potential. Journal of Personality and Social Psychology. 103(4), 567-583.
https://psycnet.apa.org/buy/2012-18069-001
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
