Prof. Elaine Li YAN (晏麗)

• PhD (Marketing), Monash University, Melbourne
• MBA, University of Macau, Macau SAR
• BA, Beijing International Studies University, Beijing

• Associate Professor, College of Business Administration, Capital University of Economics and Business (CUEB), Beijing, China (2022-2024)
• Assistant Professor, College of Business Administration, Capital University of Economics and Business (CUEB), Beijing, China (2020-2021)
• 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

• 2025-2027, Principal Investigator, Start-up Research Grant, University of Macau, MOP200,000
• 2022-2025, Principal Investigator, General Project, National Natural Science Foundation of China Research Grant (72172096), RMB400,000
• 2021-2025, Co-Investigator, Key Project, National Natural Science Foundation of China Research Grant (72032004), RMB2,100,000

• 2024, Award third prize for the Humanities and Social Sciences, Ninth Tertiary Institutions Scientific Research Awards for Outstanding Achievements, Ministry of Education, China
• 2024, Outstanding Service Award as Class Advisor at CUEB
• 2024, Outstanding Research Award at CUEB
• 2022, Outstanding Supervision Award for National Marketing Research and Business Plan Competition
• 2020, Top 20 Teaching Award at UTS Business School
• 2019, AMA-Sheth Foundation Doctoral Consortium, Fellow
• 2018, Purple Letter from Monash University for Teaching Excellence
• 2016-2019, Australian Postgraduate Award (APA)

University of Macau

• International Marketing (Undergraduate students)

 Capital University of Economics and Business

• Principles of Marketing (Undergraduate students)
• Consumer Behaviour (Undergraduate students)
• Readings in Marketing Literature (Postgraduate students)
• Marketing Management (Postgraduate students)
• Academic Readings and Writings (PhD students)

University of Technology Sydney                     

• Marketing Management (MBA and postgraduate students)

Sessional Teaching Associate, Monash University                               

• Buyer Behaviour (Undergraduate students)
• Services Marketing (Undergraduate students)

1. 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. https://doi.org/10.1093/jcr/ucaa041 (ABS4*, UTD, FT50)
2. 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. https://doi.org/10.1007/s11747-023-00928-4 (ABS4*, FT50)
3. 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. https://doi.org/10.1177/0022242921997359 (ABS4*, UTD, FT50)
4. 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. https://doi.org/10.1007/s10551-019-04295-5 (FT50)
5. 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. https://doi.org/10.1016/j.ijresmar.2022.12.004 (ABS4)
6. Casidy, Riza, and Li Yan (2022), “The effects of supplier B2B sustainability positioning on buyer performance: The role of trust,” Industrial Marketing Management, 102, 311-323. https://doi.org/10.1016/j.indmarman.2022.02.005 (ABS3)