Charis LI is an Assistant Professor of Marketing and Academic Director of the Doctorate in Business Administration (DBA) program at Grenoble Ecole de Management. She is interested in the psychological mechanisms shaping consumer behavior and culture in an ever-evolving marketplace. Her research explores how identity, generosity, and visual processing influence behaviors in domains such as the sharing economy, sustainable consumption, and social media. She is also interested in the implications of innovative pedagogy and policies in management education.
She conducts research using both quantitative and qualitative methods, including lab and field experiments, eye-tracking, virtual and augmented reality, machine learning, surveys, netnography, and interviews. Her work has been published in leading academic journals, including the Journal of Consumer Research, Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, Academy of Management Learning and Education, and the Journal of Business Ethics.
She teaches research methods and sustainability-focused courses at all levels—from Bachelor’s to Doctorate.
Charis Li earned her Master of Science in Behavioral Economics from the University of Wisconsin and her PhD in Marketing from the University of Florida. Before joining GEM in 2020, she taught at top business schools in the United States and China.
Expertise:
- Consumer Psychology
- Generosity & Ethical Behavior
- Visual Processing
- Platform & Sharing Economy
- Sustainable Innovation
- Management Education
- Cognition and Innovation
- Consumer Behavior
- E-commerce
- Experimental Economics
- Green Marketing
- Pedagogy
- Corporate Social Responsibility
- E-Commerce - Depuis 2021
- Consumer gamification and a Nudge theory - Depuis 2022
- Sustainable Marketing for Businesses, Consumers and Society - Master - Depuis 2021
- Perspectives on Consumer Behavior - PhD - Depuis 2021
- Sustainable Luxury and Design - Depuis 2022
- Digital Geostrategy - Depuis 2022
- Understanding consumer insights - Depuis 2022
- Feng F. X., Li C., Zhang S., 2025.Visual Uniqueness in Peer-to-Peer Marketplaces: Machine Learning Model Development, Validation, and ApplicationJournal of Consumer Research, 52, 4: 800-825
- Li C., Liu X.-X., Ye J., Zheng S., Cai S., 2024.Ethical Pursuit or Personal Nirvana? Unpacking the Practice of Danshari in ChinaJournal of Business Ethics (The), 191, 4: 675-695
- Li C., Michel H., 2023.“Dear Classroom, Long Time No See…”: Activating Nostalgia to Reconcile Students’ Emotional Complexities Through Anthropomorphized Letter WritingAcademy of Management Learning and Education, 22, 3: 383-406The abrupt shift to remote education during the COVID-19 pandemic significantly affected students' emotional well-being and their relationship with pedagogical infrastructure. This study employed anthropomorphized letter writing as a narrative trigger to invite management students to write to elements of their educational environment. We examined 49 letters penned by international students, addressing entities such as classmates, classrooms, and online tools. Our findings illustrate that students reveal their emotions, reflect upon their interactions with these targets, and ultimately reconcile their relationships with these entities, navigating the emotional complexities associated with remote education through their nostalgic narratives. This research contributes to the literature on emotional aspects of management education, the self-help benefits of letter writing, and the adaptive functions of nostalgia, offering practical guidance for educators who aim to support students' emotional well-being and autonomy during pandemic-related challenges and beyond.
- Feng F. X., Li C., Zhang S., 2023.The Uniqueness Premium48th International Research Conference in Marketing - La Londe Conference, IAE Aix-Marseille, Porquerolles, France
- Cao Y., Li C., Ye J., 2022.History Sells: How Positive Usage History Shapes Consumers' Preferences for Used ProductsEuropean Marketing Academy Annual Conference, EMAC European Marketing Academy, Budapest, Hungary
- Li C., Liu X., Ye J., Zheng S., Lin C. Y., Cai S., 2022.Letting go to be me: Carving a unique path of ethical consumerism through DanshariEuropean Marketing Academy Annual Conference, EMAC European Marketing Academy, Budapest, Hungary
- Cao Y., Li C., Ye J., 2022.History Sells: How Positive Usage History Shapes Consumers' Preferences for Used ProductsSociety for Consumer Psychology, Society For Consumer Psychology, United States of America
- Saccardo S., Li C., Samek A., Gneezy A., 2021.Nudging generosity in consumer elective pricingOrganizational Behavior and Human Decision Processes, 163, March: 91-104
- Chatelain Y., Li C., 2021.Générosité : Les mots sont gratuits, les façons de les utiliser ont un coût ! LA CONVERSATION CANADAThe Conversation, Canada: OnlineLA CONVERSATION CANADA / Dans le contexte de crise sanitaire, lors de laquelle de nombreuses personnes se retrouvent en difficulté pour se nourrir, entre autres les étudiants, est-il possible de mieux tirer parti de la générosité du côté de l’offre (magasins d’alimentation, restaurateurs, etc.) et de la demande du marché ? Les recherches existantes, comme celles que nous avons menées, démontrent que cela est possible. Explication, ce que dit et démontre la recherche.
- Chatelain Y., Li C., 2021.Générosité : les mots sont gratuits, les façons de les utiliser ont un coût !The Conversation, France: OnlineTHE CONVERSATION FRANCE / Dans le contexte de crise sanitaire, lors de laquelle de nombreuses personnes se retrouvent en difficulté pour se nourrir, entre autres les étudiants, est-il possible de mieux tirer parti de la générosité du côté de l’offre (magasins d’alimentation, restaurateurs, etc.) et de la demande du marché ? Les recherches existantes, comme celles que nous avons menées, démontrent que cela est possible. Explication, ce que dit et démontre la recherche.