LI Xilin

Li Xilin is an Assistant Professor of Marketing at the Cheung Kong Graduate School of Business (CKGSB). Before joining CKGSB, she previously served as an Assistant Professor of Marketing at China Europe International Business School (CEIBS). Professor Li received her Ph.D. in Behavioral Science and MBA from the University of Chicago Booth School of Business in 2022.

Professor Li’s primary research interests include decision-making and judgment, as well as consumer behavior and psychology. Her extensive research has been published in top-tier international academic journals across various fields, including the interdisciplinary journal Proceedings of the National Academy of Sciences (PNAS), and leading management and marketing journals (UTD 24, FT50), such as Management Science, Journal of Marketing Research, and Journal of Consumer Research. Her work also appears in top psychology journals such as the Journal of Personality and Social Psychology and Personality and Social Psychology Bulletin.

Professor Li has frequently presented at prestigious international academic conferences, including those organized by the Society for Judgment and Decision Making and the Association for Consumer Research.

In 2023, Professor Li was selected for China’s national-level Youth Talent Program for Overseas High-Level Talents as well as the Shanghai Overseas High-Level Talent Introduction Program.

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Selected Publications

• Hsee, Christopher K., Xilin Li, and Ying Zeng (forthcoming), “People Overshoot When Choosing Resource Pools,” Journal of Experimental Social Psychology. (equal contribution)
• Qiu, Tian, Xilin Li, and Jingyi Lu (forthcoming), “The Mere Audience-Size Effect: How Incidental Audience Non-Normatively Influences the Perceived Product Quality,” Journal of Behavioral Decision Making.
• Hsee, Christopher K., Alex Imas, and Xilin Li, (2025), “How Framing Influences Strategic Interactions,” Management Science, 71(4), 3013-3025. (equal contribution)
• Li, Xilin and Christopher K. Hsee (2025), “Blaming the Strawless Brickmaker: Constraint Neglect in Judging Decision Quality,” Journal of Behavioral Decision Making, 38(1), e70006.
• Wang, Shu, Xilin Li, Chengyue Huang, and Christopher K. Hsee (2025), “The Nation or The Leader? Exploring the Effect of Framing in News Coverage of International Conflicts,” Judgment and Decision Making, 20, e10.
• Li, Xilin, Christopher K. Hsee, and Shu Wang (2024), “Cherry-Picking Tolerance About Untruthful News,” Journal of Behavioral Decision Making, 37(5), e70003.
• Li, Xilin, Christopher K. Hsee, and Ed O’Brien (2023), “‘It Could Be Better’ Can Make It Worse: When and Why People Mistakenly Communicate Upward Counterfactual Information,” Journal of Marketing Research, 60(2), 219-236.
• Hsee, Christopher K., Ying Zeng, Xilin Li, and Alex Imas (2023), “The Psychology of Negative-Sum Competition in Strategic Interactions,” Journal of Personality and Social Psychology, 125(4), 720-729.
• Yang, Yang, Xilin Li, and Christopher K. Hsee (2023), “Relevance Insensitivity: A Framework of Psychological Biases in Consumer Behavior and Beyond,” Consumer Psychology Review, 6(1), 121-132.
• Hsee, Christopher K. and Xilin Li (2022), “A Framing Effect in the Judgement of Discrimination,” Proceedings of the National Academy of Sciences of the United States of America, 119(47): e2205988119.
• Li, Xilin and Christopher K. Hsee (2021), “The Psychology of Marginal Utility,” Journal of Consumer Research, 48(1), 169-188.
• Hsee, Christopher K., Ying Zeng, Xilin Li, and Alex Imas (2021), “Bounded Rationality in Strategic Decisions: Undershooting in a Resource Pool-Choice Dilemma,” Management Science, 67(10), 6553-6567.
• Li, Xilin, Christopher K. Hsee, and Li Wang (2021), “Incivility Awareness Could Save Lives,” Behavioral Science & Policy, 7(1), 1-8.
• Yang, Yang, Christopher K. Hsee, and Xilin Li (2021), “Prediction Biases: An Integrative Review,” Current Directions in Psychological Science, 30(3), 195-201.
• Li, Xilin and Christopher K. Hsee (2021), “Free-riding and Cost-bearing in Discrimination,” Organizational Behavior and Human Decision Processes, 163, 80-90.
• Li, Xilin, Christopher K. Hsee, and Li Wang (2021), “People Adapt More Slowly to Social Income Changes Than to Temporal Income Changes,” Journal of Experimental Psychology: Applied, 27(1), 46-56.
• Miao, Peng, Xilin Li, and Xiaofei Xie (2020), “Hard to Bear: State Boredom Increases Financial Risk Taking,” Social Psychology, 51(3), 157-170.
• Li, Xilin and Christopher K. Hsee (2019), “Beyond Preference Reversal: Distinguishing Justifiability from Evaluability in Joint versus Single Evaluations,” Organizational Behavior and Human Decision Processes, 153, 63-74.
• Li, Xilin and Christopher K. Hsee (2019), “Being ‘Rational’ Is Not Always Rational: Encouraging People to Be Rational Leads to Hedonically Suboptimal Decisions,” Journal of the Association for Consumer Research, 4(2), 115-124.
• Zhou, Haotian, Xilin Li, and Jessica Sim (2019), “Conflating Temporal Advancement and Epistemic Advancement: The Progression Bias in Judgment and Decision Making,” Personality and Social Psychology Bulletin, 45(11), 1563-1579.
• Hsee, Christopher K., Yang Yang, and Xilin Li (2019), “Relevance Insensitivity: A New Look at Some Old Biases,” Organizational Behavior and Human Decision Processes, 153, 13-26.
• Li, Xilin and Xiaofei Xie (2017), “The Helping Behavior Helps Lighten Physical Burden,” Basic &
  Applied Social Psychology, 39(4), 183-192.