馬京晶
人物履歷
她於2015年在凱洛格商學院市場營銷系獲取博士學位。她的主要研究領域是消費者決策與判斷，消費者網上購物決策與眼動分析。馬京晶的研究成果曾被發表在世界頂尖級學術期刊上，其中包括消費者研究雜誌（Journal of Consumer Research）, 營銷研究雜誌（Journal of Marketing Research), 和哈佛商業評論（Harvard Business Review）。馬京晶的學術成果曾被多家權威媒體報道，其中包括華爾街日報 、亞特蘭大、科學美國人、當代心理學、新浪網等。
現任職務
北大國發院管理學副教授（長聘）、木蘭學者
研究領域
教授課程
Marketing Research、Consumer Behavior、Marketing Management
學術論文
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) 馬京晶，莫子川，石曉偉 (2020)，「負面社會推理對消費者購買行為的影響,」 南開管理評論， 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) 馬京晶*、張實、張黎 (2009), 「消費者目標取向、決策任務和產品類型偏好間的匹配性以及品牌信息的影響,」 營銷科學學報, 5 (1), 13-26.
37) 馬京晶*、馬欣昕、張黎 (2008), 「選擇與放棄中對產品實用和享樂性的不同偏好－以電腦光盤和音樂CD為例,」 營銷科學學報, 4 (1), 107-119.
38) 張黎、馬京晶* (2006), 「消費經驗、文化意含與Fishbein模型,」 營銷科學學報, 2 (3), 30-43.
審閱中文章
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]