Skip to main content

Ying (Annie) Jiang
PhD

Management
Faculty of Business and Information Technology

Dr. Ying (Annie) Jiang is an Associate Professor of Marketing at the Faculty of Business and Information Technology. She received her Ph.D. in Marketing from University of Connecticut, M.Phil. in Marketing from Hong Kong Baptist University, and B.A. in Economics from East China University of Science and Technology in Shanghai, China. Her research mainly focuses on consumer decision making, consumer goal pursuit, hedonic consumption, and mobile marketing. She has published in leading marketing journals such as Journal of Marketing Research, Journal of Consumer Psychology, and Journal of the Academy of Marketing Science.

Contact expert

ying.jiang@ontariotechu.ca
905.721.8668 ext. 3037

Update this profile

Areas of expertise


  • PhD (Marketing) University of Connecticut, United States
  • Master of Philosophy (Marketing) Hong Kong Baptist University in Hong Kong, China
  • Bachelor of Arts (Economics) East China University of Science and Technology in Shanghai, China
  • Zhenfeng Ma, Tripat Gill, and Ying Jiang (2015), “Core versus Peripheral Innovations: The Effect of Innovation Locus on Consumer Adoption of New Products,” Journal of Marketing Research, 52 (3), 309-324.
  • Dong Jin Li, Cheng Lu Wang, Ying Jiang, Bradley R. Barnes, and Hao Zhang (2014), “The Asymmetric Influence of Cognitive and Affective Country Image on Rational and Experiential Purchases,” European Journal of Marketing, 48 (11/12), 2153-2175.
  • Ying Jiang and Jing Lei (2014), “The Effect of Food Toppings on Calorie Estimation and Consumption,” Journal of Consumer Psychology, 24(1), 63-69.
  • Ying Jiang and Girish Punj (2010), “The Effects of Attribute Concreteness and Prominence on Selective Processing, Choice and Search Experience,” Journal of the Academy of Marketing Science, 38, 471-489.
  • Dong Jin Li, Ying Jiang, An Sheng Hui, Zhe Shen, and Wenji Jin (2009), “The Influence of Money Attitudes on Young Chinese Consumers’ Compulsive Buying,” Young Consumers, 10 (2), 98-109.
  • Ying Jiang and Cheng Lu Wang (2006), “The Impact of Affect on Perceived Service Quality and Satisfaction: the Moderation of Service Context”, Journal of Services Marketing, 20 (4), 211-217.
  • Ying Jiang, Robin Coulter, and S. Ratneshwar (2005), “Consumption Decisions Involving Goal Tradeoffs: the Impact of One Choice on Another,” Advances in Consumer Research, 32, 206-211.

  • Fantinato, Marcelo, Patrick C. K. Hung, Ying Jiang, Jorge Roa, Pablo Villarreal, Mohammed Melaisi, and Fernanda Amancio, “A Preliminary Study of Hello Barbie in Brazil and Argentina,” Sustainable Cities and Society, 40, 2018, 83-90.

  • Consumer Behaviour (BUSI 3210U)
    This course focuses on the concepts and theories of consumer behaviour. It examines the impacts of psychological, sociological and other factors on individual and group decision-making processes. Topics include perceptions, values, choices, learning, memory, attitudes, and purchase decisions.
  • Service Marketing (BUSI 3250U)
    This course analyzes the differences between marketing tangible products and marketing services. The focus is on service issues such as customer satisfaction, marketing mix variables, and the importance of service measurement and quality. Specific service industries such as health care and consulting will be studied.
  • International Marketing (BUSI 4250U)
    This course examines issues in marketing in the international environment. It focuses on economic, political, legal, and cultural factors in international marketing with special emphasis on the formulation of marketing strategies in foreign countries.