Associate Professor in Marketing
- Ph.D. in Marketing, Monash University, Melbourne, Australia (2019)
- MBA, University of Macau, Macau SAR, China (2014)
- Associate Professor, College of Business Administration, Capital University of Economics and Business (CUEB), Beijing, China (2020-2024)
- Assistant Professor, UTS Business School, University of Technology Sydney (UTS), Sydney, Australia (2019-2020)
- Sustainable Consumer Behavior
- Ethical Decision Making
- New Technology and Consumer Behavior
- 2024, The 3rd Prize of 9th National Outstanding Research Achievement Award from the Ministry of Education, China
- 2022-2025, Principal Investigator, General Project from National Natural Science Foundation of China, CNY400,000 (Grant No. 72172096)
- 2020, Top 20 Teaching Award at UTS Business School
- 2019, AMA-Sheth Foundation Doctoral Consortium, Fellow
- Yan, Li, Hean Tat Keh, and Kyle B. Murray (2024), “Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions,” Journal of the Academy of Marketing Science, 52,75-96. (ABS4*, FT50)
- Yan, Li, and Kyle B. Murray (2023), “The motivational dynamics of arousal and values in promoting sustainable behavior: A cognitive energetics perspective,” International Journal of Research in Marketing, 40(3), 679-699. (ABS4)
- Yan, Li, Hean Tat Keh, and Jiemiao Chen (2021), “Assimilating and differentiating: The curvilinear effect of social class on green consumption,” Journal of Consumer Research, 47 (6), 914-936. (ABS4*, UTD, FT50)
- Keh, Hean Tat, Di Wang, and Li Yan (2021), “Gimmicky or effective? The effects of imaginative displays on customers’ purchase behavior,” Journal of Marketing, 85 (5), 109–127. (ABS4*, UTD, FT50)
- Yan, Li, Hean Tat Keh, and Xiaoyu Wang (2021), “Powering sustainable consumption: The roles of green consumption values and power distance belief,” Journal of Business Ethics, 169 (3), 499-516. (FT50)