Ms Veronica Zixi Jiang
Senior Lecturer

Ms Veronica Zixi Jiang

Business School
Sch 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 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 | 2021
    Ms Veronica Zixi Jiang
    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,
    Journal articles | 2021
    Ms Veronica Zixi Jiang
    Chaudhury S; Garg N; Jiang V, 2021, 'The Curious Case of Threat-awe: A Theoretical and Empirical Reconceptualization', Emotion
    Journal articles | 2013
    Ms Veronica Zixi Jiang
    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,
    Journal articles | 2011
    Ms Veronica Zixi Jiang
    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,
  • Conference Papers | 2013
    Ms Veronica Zixi Jiang
    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,


  • 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