Dr Veronica Jiang
Senior Lecturer

Dr Veronica Jiang

Business School
School of Marketing

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 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, especially applying principles of Universal Design for Learning (UDL) and Principles for Responsible Management Education (PRME). I am currently the Academic Disability Advisor at Business School and UNSW Diversity Champion for Disability. I have designed and developed a module Using Universal Design for Learning in your course, a self-paced professional learning module for all UNSW staff, in collaboration with the PVCESE. Veronica and the students with disability have published a Digital Accessibility Guide for Learning. In 2022, I have received the UNSW Scientia Education Academy Exemplary Teaching Practice Award for efforts in improving classroom diversity. 

I am also the Director of Education Program at Digital Sustainability Knowledge Hub. I endeavour to create a Sustainable Development Goals knowledge system.

  • Book Chapters | 2023
    Badiuzzaman M; Jiang V; Thakur S; Rahman S; Rahman MM, 2023, 'MOOCs to Bridge the Multilevel Digital Divide', in Goundar S (ed.), Massive Open Online Courses - Current Practice and Future Trends, IntechOpen, London, UK, http://dx.doi.org/10.5772/intechopen.1001282
    Book Chapters | 2023
    Badiuzzaman M; Jiang Z; Thakur S; Rahman S; Mustaneer Rahman M, 2023, 'Perspective Chapter: MOOCs to Bridge the Multilevel Digital Divide', in Massive Open Online Courses - Current Practice and Future Trends [Working Title], IntechOpen, http://dx.doi.org/10.5772/intechopen.1001282
  • Journal articles | 2023
    Jiang Z; Meltzer A; Zhang X, 2023, 'Using virtual reality to implement disability studies’ advocacy principles: uncovering the perspectives of people with disability', Disability & Society, pp. 1 - 21, http://dx.doi.org/10.1080/09687599.2022.2150601
    Journal articles | 2022
    Chaudhury S; Garg N; Jiang V, 2022, 'The Curious Case of Threat-awe: A Theoretical and Empirical Reconceptualization', Emotion, 22, pp. 1653 - 1669, http://dx.doi.org/10.1037/emo0000984
    Journal articles | 2021
    Jiang Z; Xu J; Gorlin M; Dhar R, 2021, 'Beautiful and Confident: How Boosting Self-Perceived Attractiveness Reduces Preference Uncertainty in Context-Dependent Choices', Journal of Marketing Research, 58, pp. 908 - 924, http://dx.doi.org/10.1177/00222437211033179
    Journal articles | 2013
    Xu J; Jiang ZV; Dhar R, 2013, 'Mental Representation and Perceived Similarity: How Abstract Mindset Aids Choice from Large Assortments', Journal of Marketing Research, 51, pp. 548 - 559, http://dx.doi.org/10.1509/jmr.10.0390
    Journal articles | 2011
    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, 38, pp. 78 - 93, http://dx.doi.org/10.1086/657605
  • Conference Papers | 2022
    Chaudhury S; Garg N; Jiang V, 2022, 'Betting on Myself: Awe-induced Diminished Self-size Reduces Financial Risk-taking', in Proceedings of the Society for Consumer Psychology, Society for Consumer Psychology, Virtual, presented at Society for Consumer Psychology Conference, Virtual
    Conference Papers | 2022
    Jiang V; Yu H; Uncles M, 2022, 'Examination of Social Presence and Co-Creation in Learning Services: The Moderating Roles of Stage of Learning and Power Distance Belief', in ANZMAC 2022 Conference Proceedings, Perth, Australia, pp. 536 - 540, presented at Australian and New Zealand Marketing Academy Conference 2022, Perth, Australia, 05 December 2022 - 07 December 2022, https://www.anzmac2022.com/program/conference-proceedings/
    Conference Papers | 2022
    Zhang X; Pan S; Tim Y; Jiang V, 2022, 'Designing a Virtual Reality Video for Disability Inclusion: An Action Design Research', in ICIS 2022 Proceedings, Copenhagen, presented at International Conference on Information Systems (ICIS), Copenhagen, 09 December 2022 - 14 December 2022, https://aisel.aisnet.org/icis2022/digit_nxt_gen/digit_nxt_gen/3
    Conference Papers | 2021
    Jiang V; Uncles M; Yu H, 2021, 'Co-creation in Learning: Scale Development and Application', in ANZMAC 2021 Conference Proceedings, Melbourne, Australia, pp. 496 - 499, presented at Australian and New Zealand Marketing Academy Conference 2021, Melbourne, Australia, 29 November 2021 - 01 December 2021, https://minerva-access.unimelb.edu.au/items/122d418f-3a2c-5864-99ab-c0979c2302c4
    Conference Papers | 2019
    Chaudhury S; Garg N; Jiang V, 2019, 'Awe, Fear or Mixed? A Curious Case of Threat Awe', in Jain S; Vijayalakshmi A (ed.), Advances in Consumer Research, Association for Consumer Research, India, presented at Asia-Pacific Association for Consumer Research Conference, India
    Conference Papers | 2016
    Jiang V, 2016, 'Hidden Agendas: Intra-gender Competition and the Effects on Advertising Persuasion', in ANZMAC 2016 Conference Proceedings, Christchurch, New Zealand, pp. 56 - 62, presented at Australia and New Zealand Marketing Academy 2016 Conference, Christchurch, New Zealand, 05 December 2016 - 07 December 2016, chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://anzmac.wildapricot.org/resources/Pictures/ANZMAC%20proceedings%202016.pdf
    Conference Papers | 2016
    Jiang Z; Xu J; Dhar R, 2016, '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, 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://dx.doi.org/10.1007/978-3-319-24184-5_99
    Conference Papers | 2014
    Jiang V, 2014, 'Beauty’s Rosy Glow: How Feeling Beautiful Leads to Over-Optimism and Poorer Planning', in Society of Consumer Psychology Conference Proceedings, Miami, Florida, USA, presented at Society of Consumer Psychology Conference 2014, Miami, Florida, USA, 06 March 2014 - 08 March 2014

  • 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

  • 2020: EF Educational Initiative Funding

  • 2021: EF Fellowship

  • 2021 NSW Government Innovation District Challenges Funding

  • 2022: EF School Grant (Project Lead)

  • 2022: EF Fellowship

  • 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
  • 2022 UNSW Scientia Education Academy Exemplary Teaching Practice Award