Veronica Jiang

Senior Lecturer

I am a Senior Lecturer at School of Marketing, UNSW Business School. I was awarded my PhD from Guanghua School of Management at Peking University. My research focuses on consumer behaviour and behavioural science, especially on how to trigger behavioural changes and people’s decision processes. My research has appeared in the Journal of Consumer Research, and Journal of Marketing Research.

My current research projects look at 1) how virtual reality can represent the disability experiences better than other methods? 2) can companies offer personalised services according to customers’ psychological profiles? 3) How to use AI to give automatic feedback to student video presentations and help students improve their video presentations?

Also, I am passionate about improving student educational experiences. I am currently the UNSW Diversity Champion for Disability and working on a project to improve digital accessibility of UNSW courses. As the Director of Education Program at Digital Sustainability Knowledge Hub, I endeavour to disseminate knowledge for SDGs and digital sustainability.

Journal articles
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Chaudhury S; Garg N; Jiang V, 2021, 'The Curious Case of Threat-awe: A Theoretical and Empirical Reconceptualization', Emotion
2021
Jiang Z; Xu J; Gorlin M; Dhar R, 2021, 'EXPRESS: Beautiful and Confident: How Boosting Self-Perceived Attractiveness Reduces Preference Uncertainty in Context-Dependent Choices', Journal of Marketing Research, pp. 002224372110331 - 002224372110331, http://dx.doi.org/10.1177/00222437211033179
2021
Xu J; Jiang ZV; Dhar R, 2013, 'Mental Representation and Perceived Similarity: How Abstract Mindset Aids Choice from Large Assortments', Journal of Marketing Research, vol. 51, pp. 548 - 559, http://dx.doi.org/10.1509/jmr.10.0390
2013
Zhang Y; Xu J; Jiang Z; Huang S-C, 2011, 'Been There, Done That: The Impact of Effort Investment on Goal Value and Consumer Motivation', Journal of Consumer Research, vol. 38, pp. 78 - 93, http://dx.doi.org/10.1086/657605
2011
Conference Papers
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Jiang Z; Xu J; Dhar R, 2013, 'VARIETY PROMOTES FLEXIBILITY: THE EFFECT OF EXPOSURE TO HIGH VARIETY ON NEW PRODUCT EVALUATIONS', in Campbell C; Ma JJ (ed.), LOOKING FORWARD, LOOKING BACK: DRAWING ON THE PAST TO SHAPE THE FUTURE OF MARKETING, SPRINGER INT PUBLISHING AG, Melbourne, AUSTRALIA, pp. 380 - 380, presented at 16th Biennial World Marketing Congress on Looking Forward, Looking Back - Drawing on the Past to Shape the Future of Marketing, Melbourne, AUSTRALIA, 17 July 2013 - 20 July 2013, http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000378071400097&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=891bb5ab6ba270e68a29b250adbe88d1
2013
  • 2010-2011: Fulbright Scholarship
  • 2011-2012: Sylff Fellowship, Tokyo Foundation
  • 2019 EF community Da Vinci Award for Teaching Innovation
  • 2020: FULT Good Practice Case Study Award

  • 2015: UNSW Business School Special Research Grant (SRG), University of New South Wales

  • 2016: Digital Enablement Research Network (DERN)

  • 2019: UNSW Disability Innovation Institute Research Seed Funding

  • 2020: UNSW Health@Business Seed Funding

My research focuses on consumer behaviour and behavioural science, especially on how to trigger behavioural changes and people’s decision processes.

I am currently the UNSW Diversity Champion for Disability and working on a project to improve digital accessibility of UNSW courses. 

As the Director of Education Program at Digital Sustainability Knowledge Hub, I endeavour to disseminate knowledge for SDGs and digital sustainability.