Lan Jiang

Professor of Marketing

lan.jiang@menlo.edu

Brawner Hall 246

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Education

Ph.D., Marketing, University of British Columbia
M.A., Economics, Simon Fraser University
B.A., Economics, Beijing University

lan.jiang@menlo.edu

Brawner Hall 246

Biography

Dr. Lan Jiang conducts research related to consumer psychology and behavior. Her primary research interests are in the areas of online user communities, interpersonal influences, and customer success. Jiang’s research has been published in top marketing journals such as the Journal of Consumer Research and Journal of the Academy of Marketing Science, and covered by Harvard Business Review and NPR, among others. Dr. Jiang serves on the editorial review board of the Journal of Consumer Marketing, and reviews for the Journal of Consumer Research. Prior to joining Menlo, Dr. Jiang taught at University of Oregon, City University of Hong Kong and Santa Clara University, after receiving her PhD from the University of British Columbia. Beside academics, Dr. Jiang consults for non-profit organizations, and actively engages in social initiatives in the areas of sustainability and education.

Courses Taught

MKT 336 Consumer Behavior
MKT 335 Marketing Research
MKT 216 Principles of Marketing

Recent Publications

Zhu, Jiang, Lan Jiang, Wenyu Dou, Valerie Lynette Wang, and Liying Zhou(2024), “Beyond the “like” button: ideal social self-congruity’s role in shaping consumer behaviors on social media”, Journal of Research in Interactive Marketing, In Pess.
Yao, Qi, Ling Kuai, and Lan Jiang (2023) “Effects of the anthropomorphic image of intelligent customer service avatars on consumers’ willingness to interact after service failures.” Journal of Research in Interactive Marketing, 17(5), 734-753
Zhao, Haichuan, Xuehua Wang, and Lan Jiang (2021) “To Purchase or to Remove, Online Shopping Cart Warning Pop-up Messages can Polarize Liking and Purchase Intention”, Journal of Business Research, 132 (August), 813-836
Xu, Xiaobing, Rong Chen and Lan Jiang (2020) “The Influence of Payment Mechanisms on Pricing: When Mental Imagery Stimulates Desire for Money”, Journal of Retailing, 96(2), 178-188
Zhao, Haichuan, Lan Jiang, and Chenting Su (2020) “To Defend or Not to Defend? How Responses to Negative Customer Review Affect Projective Customers’ Distrust and Purchase Intention”, Journal of Interactive Marketing, 50(May), 45-64
Jiang, Lan, Matthew O’Hern and Sara Hanson (2020) “Who’s Got My Back? Comparing Consumers’ Reactions to Peer‐provided and Firm‐provided Customer Support”, Psychology and Marketing, 37(1), 99-113
Hanson, Sara, Lan Jiang and Darren Dahl (2019) “Enhancing Consumer Engagement in an Online Brand Community via User Reputation Signals: A Multi-Method Analysis”, Journal of the Academy of Marketing Science, (47), 349-367

Recent Research Projects

Setbacks as Self-Control Replenishment in Consumer Goal Pursuit
Virtue or Vice? How Time Perspective Influences Consumer Product Choices
The Effect of Imagined Indulgence on Subsequent Self-Control Behavior
Fundamental Needs Satisfaction and Sustained Self Drive

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