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马京晶，女，北京大学国家发展研究院教授。木兰学者。
人物履历
她于2015年在凯洛格商学院市场营销系获取博士学位。她的主要研究领域是消费者决策与判断，消费者网上购物决策与眼动分析。马京晶的研究成果曾被发表在世界顶尖级学术期刊上，其中包括消费者研究杂志（Journal of Consumer Research）, 营销研究杂志（Journal of Marketing Research), 和哈佛商业评论（Harvard Business Review）。马京晶的学术成果曾被多家权威媒体报道，其中包括华尔街日报 、亚特兰大、科学美国人、当代心理学、新浪网等。
现任职务
北大国发院管理学副教授（长聘）、木兰学者
研究领域
教授课程
Marketing Research、Consumer Behavior、Marketing Management
学术论文
1) Ma, Jingjing, Zichuan Mo*, and Yuanjie Zhao (2021), “Dynamic Luxury Advertising: Using Lifestyle vs. Functional Advertisements in Different Purchase Stages,” Journal of Advertising.
2) Yang, Haiyang, Jingjing Ma, and Amitava Chattopadhyay (2021), “How Xiaomi Became an Internet-of-Things Powerhouse,” Harvard Business Review, 4-26.
Harvard Business Review (Russian Edition): “Как Xiaomi стала IoT-гигантом,” 5-12
Harvard Business Review (Korean Edition): “샤오미가 사물인터넷 시장을 석권한 방법,” 5-17
Harvard Business Review (Chinese Edition): “小米成為物聯網巨擘的關鍵策略,” 6-4
3) Yang, Haiyang and Jingjing Ma* (2021), “Factors Associated With Chinese Adults’ Vaccine Acceptance,” JAMA Health Forum, 2(7): e211466.
4) Yang, Haiyang and Jingjing Ma* (2021), “Relationship Between Wealth and Emotional Well-being Before, During, versus After a Nationwide Disease Outbreak: A Large-scale Investigation of Disparities in Psychological Vulnerability Across COVID-19 Pandemic Phases in China,” BMJ Open, 11: e044262.
5) Yang, Haiyang and Jingjing Ma* (2021), “How the COVID-19 Pandemic Impacts Tobacco Consumption: Changes in Smoking Behavior and Well-being Implications,” Addictive Behaviors, 119 (2021).
6) Ma, Jingjing, Zichuan Mo*, and David Gal (2021), “The Route to Improve the Effectiveness of Negative PSAs,” Journal of Business Research, 123 (February), 669-682.
7) Yang, Haiyang and Jingjing Ma* (2020), “How an Epidemic Outbreak Impacts Happiness: Factors that Worsen (vs. Protect) Emotional Well-being during the Coronavirus Pandemic,” Psychiatry Research, 289(2020), 113045.
8) 马京晶，莫子川，石晓伟 (2020)，“负面社会推理对消费者购买行为的影响,” 南开管理评论， 23(2), 155-166.
9) Goldsmith, Kelly*, Caroline Roux, and Jingjing Ma (2018), “When Seeking the Best Brings out the Worst in Consumers: Understanding the Relationship between a Maximizing Mindset and Immoral Behavior,” Journal of Consumer Psychology, 28(2), 293-309.
10) Brough, Aaron*, Jim Wilkie, Jingjing Ma, Mathew Issac, and David Gal (2016), “Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption,” Journal of Consumer Research, 43(4), 567-82.
11) Ma, Jingjing* and David Gal (2016), “When Sex and Romance Conflict: The Impact of Sex in Advertising on Preference for Romantically-Linked Products and Services,” Journal of Marketing Research, Vol. LIII (August 2016), 479-96.
12) Ma, Jingjing* and Neal J. Roese (2014), “The Maximizing Mind-set,” Journal of Consumer Research, 41 (1), 71-92.
13) Ma, Jingjing* and Neal J. Roese (2014), “The Danger of Touting a Product as ‘the Best’,” Harvard Business Review, 92 (10), 28.
14) Ma, Jingjing* and Neal J. Roese (2013), “The Countability Effect: Comparative versus Experiential Reactions to Reward Distributions,” Journal of Consumer Research, 39 (6), 1219-33.
15) Ma, Jingjing* and Neal J. Roese (2013), “The Surprising Power of (a Lack of) Numbers,” The European Financial Review (Lead Story), October/November, 40-42.
16) Zhu, Ying, Jingjing Ma*, Jiajia Liu, and Jingjing Wang (2020), “The Experiential Brain of Smartphone Users: How Smartphone Use Reshape Thinking Style”, Advances in Consumer Research, v.48.
17) Ma, Jingjing*, Yu Lin, and Danit Ein-Gar (2019), “Charitable Maximizer”, Advances in Consumer Research, v.47.
18) Zhu, Ying, Jingjing Ma*, and Jingjing Wang (2019), “A Meta-Analysis of the Antecedents and Consequences on Smartphone Addiction”, Advances in Consumer Research, v.47.
19) Jin, Fei, Jingjing Ma*, and David Dubios (2019), “When Intention to Share Increases Variety-Seeking: the Role of Self-Enhancement”, Advances in Consumer Research, v.47.
20) Ma, Jingjing*, Kent Grayson, and David Gal (2017), “Increasing PSA Effectiveness: Two Routes from Self-Threat to Message Acceptance,” Advances in Consumer Research, v.45.
21) Ma, Jingjing* (2017), “The Impact of the Maximizing Mindset on Variety Seeking Behaviors,” Advances in Consumer Research, v.45.
22) Ma, Zhenfeng and Jingjing Ma* (2017), “The Effect of Maximizing on Consumer Response to Features and Price,” Advances in Consumer Research, v.45.
23) Mo, Zichuan and Jingjing Ma* (2017), “When Compensatory Consumption Backfires: The Pain and Pleasure of Experiential Purchases,” Advances in Consumer Research, v.45.
24) Chen, Qihui and Jingjing Ma* (2017), “When a Minor Problem Causes a Major Trouble for Experiential Purchases,” Advances in Consumer Research, v.45.
25) Chen, Jia and Jingjing Ma* (2017), “The Effect of Nostalgia Advertising on Brand Loyalty,” Advances in Consumer Research, v.45.
26) Ma, Jingjing* and David Gal (2016), “He’s Just Not That Into Anyone: The Impact of Sex Fantasy on Attraction,” Advances in Consumer Research, v.44.
27) Goldsmith, Kelly*, Caroline Roux, and Jingjing Ma (2016), “When Choosing the Best Brings out the Worst: Maximizing Increases Cheating Due to Greater Perceptions of Scarcity,” Advances in Consumer Research, v.44.
28) Ma, Jingjing*, Ryan Hamilton, and Alexander Chernev (2015), “The Impact of Usage Frequency on Lifestyle Branding,” Advances in Consumer Research, v.43.
29) Ma, Jingjing*, Ying Wang, and Neal J. Roese (2014), “The Impact of the Maximizing Mindset on Decision Time,” Advances in Consumer Research, v.42, 590-91.
30) Ma, Jingjing* and Neal J. Roese (2013), “The Maximizing Mindset,” Advances in Consumer Research, v.41, 181-85.
31) Ma, Jingjing* and Neal J. Roese (2012), “The Countability Effect: Comparative versus Experiential Reactions to Reward Distributions,” Advances in Consumer Research, v.40, 106-11.
32) Ma, Jingjing*, Ryan Hamilton, and Alexander Chernev (2012), “The Unexpressed Self: The Impact of Restricting Self-Expression on Brand Preferences,” Advances in Consumer Research, v.40, 95-100. )
33) Ma, Jingjing* and Shi Zhang (2009), “Choosing Between American and Chinese Brands,” Advances in Consumer Research, v.36, 896-97.
34) Ma, Jingjing* and Shi Zhang (2008), “On the Compatibility of Orientation, Task, and Preference: The Role of Brand Information,” Advances in Consumer Research, v.35, 895-96.
35) Ma, Jingjing*, Lee Zhang, and Xinxin Ma (2007), “Affect without Cognition,” Advances in Consumer Research, v.34, 389-91.
36) 马京晶*、张实、张黎 (2009), “消费者目标取向、决策任务和产品类型偏好间的匹配性以及品牌信息的影响,” 营销科学学报, 5 (1), 13-26.
37) 马京晶*、马欣昕、张黎 (2008), “选择与放弃中对产品实用和享乐性的不同偏好－以电脑光盘和音乐CD为例,” 营销科学学报, 4 (1), 107-119.
38) 张黎、马京晶* (2006), “消费经验、文化意含与Fishbein模型,” 营销科学学报, 2 (3), 30-43.
审阅中文章
1) Ma, Jingjing* and Haiyang Yang, “The Impact of Maximizing Mindset on Decision Making Process,” revising for 3rd round review at Journal of Consumer Research
2) Ma, Jingjing*, Yu Lin, and Danit Ein-Gar, “The Impact of Maximizing on Charitable Behavior”, revising for 2rd round review at International Journal of Research in Marketing.
3) Zhu, Ying, Jingjing Ma*, Jiajia Liu, and Jingjing Wang, “The Impact of Smartphone Addiction on Thinking Styles,” under review at Computer in Human Behavior
4) Yang, Haiyang and Jingjing Ma*, “Post-COVID-19 Distress and Unhealthy Consumption Behavior,” under review at Journal of Mental Health[1]