Charis LI is an Assistant Professor of Marketing and Academic Director of the Doctorate in Business Administration (DBA) 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