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 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, especially applying principles of Universal Design for Learning (UDL) and Principles for Responsible Management Education (PRME). I am currently the UNSW Diversity Champion for Disability and working on a project to improve digital accessibility of UNSW courses. I am also the Director of Education Program at Digital Sustainability Knowledge Hub. I endeavour to create a Sustainable Development Goals knowledge system.

  • Journal articles | 2022
    Chaudhury S; Garg N; Jiang V, 2022, 'The Curious Case of Threat-awe: A Theoretical and Empirical Reconceptualization', Emotion, vol. 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, vol. 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, vol. 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, vol. 38, pp. 78 - 93, http://dx.doi.org/10.1086/657605
  • 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

  • 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

My Research Supervision

  • Ava Yu
  • Srinwanti H Chaudhury