Charis Li

Exploring the Tenderness of Consumer Behavior.


Consumers make judgments and decisions with a heart. I study what plug their heart strings, such as the motivation to preserve memorable experience, the acts of charitable deeds, and the conflict between the heart and the mind.

I use lab and field experiments to address my research questions, such as:

  • How to encourage owners to join the Sharing Economy?
  • How to sell used cars?
  • How to thin out, let go, and move on?
  • How to make people donate?

Find out more here.

Research Teaching