Education

2013.6, Ph.D. in Visual Communications
Southeast University; Nanjing, P.R. China

2009.10, MA in Visual Design
Southeast University, Nanjing, P.R. China

2007.6, B.Eng. in Industrial Design, and B.E. in International Trade.
Shandong University, Jinan, P.R. China

Research Interests

Consumer behavior, visual information processing, crisis management

Research  Experience

2016.1 – 2017.12: Postdoctoral Research Fellow, Mays Business School, Texas A&M University, USA

2014.1 – 2015.12: Postdoctoral Research Fellow, School of Business, Nankai University, China

2011.9 – 2012.9: Visiting Student, Department of Computer Science, Erik Jonsson School of Engineering and Computer Science, The University of Texas at Dallas, USA

Publications

Li, Yi-Na, Brady T. Hodges, Liu Fu, and Haipeng (Allen) Chen (2026). The Impact of Figure–Ground Reversal in Brand Logos on Brand Attitude. Journal of Marketing Research (UTD), forthcoming. https://doi.org/10.1177/00222437261417659

Xuejiao Wu, Yi-Na Li*, Jiuchang Wei (2025), Product recall in the automobile industry: The impact of performance feedback on the decision of crisis management, Journal of Business Research, 202, 11576 https://doi.org/10.1177/00222437261417659 

Yi-Na Li, Ming Jiang, Likun Wang, Jiuchang Wei*(2025), XGBoost-Based Risk Prediction Model for Massive Vehicle Recalls Using Consumer Complaints, Risk Analysis https://doi.org/10.1111/risa.70052

Yi-Na Li, Zhijian Cui*, Junkai Ji, Jiuchang Wei (2025), When Do People Switch Queues? An Empirical Study of Discretionary Queue Switching at a Physical Examination Center, Decision Sciences, 56(4), 361-382 10.1111/deci.12646

Jiuchang Wei, Yiming Lu, Yi-Na Li* (2025), Time in hand: Temporal focus in Risk Discourse and Audience Emotions on Knowledge-Sharing Platforms, Risk Analysis, 45(5), 1055-1071 10.1111/risa.17647

Qianwen Shao, Yi-Na Li*, Yang Liu, Zhi Li, Jingjing Tian, Jiuchang Wei (2025), Temporal Buffering: Exploring How Temporal Distance Affects Consumers’ Reactions to Product Recalls, Journal of Retailing and Consumer Services, 84, 104252 https://doi.org/10.1016/j.jretconser.2025.104252

Qianwen Shao, Yi-Na Li*, Jiuchang Wei, Haipeng (Allan) Chen, (2024), A punishment shared is a punishment halved: Concurrent recalls reduce products’ market share loss. Psychology & Marketing 10.1002/mar.22006

Jiuchang Wei, Junkai Ji*, Yi-Na Li (2024), The Synergy Effect of Multi-Country Policy Actions Announced in Reaction to Global Risk: A Network Structure Perspective, Risk Analysis, 44(9),2089-2106 10.1111/risa.14305

Yi-Na Li, Yan Li, Haipeng (Allan) Chen, Jiuchang Wei* (2023), How verbal and non-verbal cues in a CEO apology for a corporate crisis affect a firm’s social disapproval, Journal of Business Research, 167, 114084. https://doi.org/10.1016/j.jbusres.2023.114084

Jiuchang Wei, Ming Jiang, Yi-Na Li*, Wenjing Li, James Mead (2023), The impact of product defect severity and product attachment on consumer negative emotions, Psychology & Marketing, 40, 1026-1042. https://doi.org/10.1002/mar.21778

Yiming Lu, Yi-Na Li*, Jiuchang Wei (2023), Simple but Logical: Risk knowledge design and its impact on engagement in online knowledge community, Journal of Knowledge Management, 27(1), 31-46. https://doi.org/10.1108/JKM-11-2021-0838

Rui Wang, Yi-Na Li, Jiuchang Wei* (2020), Growing in the Changing Global Landscape: The Intangible Resources and Performance of High-tech Corporates, Asia Pacific Journal of Management, 39:999-1022. https://doi.org/10.1007/s10490-020-09744-8

Huizhen Jin*, Yi-Na Li*, Dongjin Li*, Jun Zheng* (2020), The Effects of Physical Activity Calorie Equivalent Labeling on Dieters’ Food Consumption and Post‐consumption Physical Activity, Journal of Consumer Affairs, 54(2): 723-42. https://doi.org/10.1111/joca.12299

Xinzhe Lin, Yi-Na Li*, Xiaolan Wan, Jiuchang Wei (2020), Market Reaction to the International Acquisitions by Chinese Firms: The Role of Potential Intelligence Sourcing and Preannouncement, Chinese Management Studies, 14(4):915-934 doi.org/10.1108/CMS-11-2019-0394

Huan Yang, Yi-Na Li*, Kang Zhang (2020), The Interactive Influences of Color Attributes on Color Perception Bias, The Visual Computer, 36(5): 925-937. https://doi.org/10.1007/S00371-019-01706-6

Yi-Na Li, Kang Zhang*, Dong-Ni Hu, Mao Lin Huang (2019), The influence of edge bundling on visual information search, Information Sciences, 495:234-246. doi:https://doi.org/10.1016/j.ins.2019.05.007 

Chu-Bing Zhang, Yi-Na Li*, How social media usage influences B2B customer loyalty: Roles of trust and purchase risk (2019), Journal of Business and Industrial Marketing. doi:10.1108/JBIM-07-2018-0211.

Meng-Jia Zhang, Jie Li*, Kang Zhang*, Yi-Na Li (2017), Visual Exploration of 3D Geospatial Networks in A Virtual Reality Environment, Computer Journal, 61(3), 447-458. doi.org/10.1093/comjnl/bxx117

Yi-Na Li*, Kang Zhang, Dong-Jin Li (2017), How Dimensional and Semantic Attributes of Visual Symbol Influence Relative Value Estimation, ACM Transactions on Applied Perception, Vol.14, Iss. 3 Article No.18. doi: http://dx.doi.org/10.1145/3059006

Yi-Na Li, Kang Zhang*, Dong-Jin Li (2017), Rule-Based Automatic Generation of Logo Designs, Leonardo, 50(2):177-181. doi:https://doi.org/10.1162/LEON_a_00961

Chu-Bing Zhang, Yi-Na Li*, Bo-Wu, Dong-Jin Li (2017), The Roles of Network Externalities and Social Interaction Ties in Building Wechat Users’ Continuance Intention, Computers in Human Behavior,69: 284-293. doi:10.1016/j.chb.2016.11.069

Yi-Na Li, Dong-Jin Li*, Kang Zhang (2016), The Impact of Metaphors on Information Visualization, Journal of Visualization,20(76): 1-18. http://doi:10.1007/s12650-016-0371-9

Research Funding

NSFC, The Influences of Visual Grammar on Consumers’ Information Processing and Decision Making.

Humanities and Social Sciences Research Funding, Ministry of Education of China, Visual Communication of Warning Information in Public Space