Faculty Profile

Ruoou Li

Title
Assistant Professor
Department
Marketing
College
College of Business

    

    

      


                          

            
Curriculum Vitae

            

              Click Here to View Faculty CV
            

          

        
                          

            
Education

            



  

  


  
PhD, University of South Carolina, 2022. 
Major: Business Administration
Degree Specialization: Marketing
Dissertation Title: When and Why Targeted Products for Underserved Consumers Backfire
BS, The Ohio State University, 2015. 
Major: Psychology
Degree Specialization: Psychology
Dissertation Title: N/A





          

        
                

          
Current Scheduled Teaching*


          
MKTG 3710.001, Marketing Research and Analytics, Spring 2024 Syllabus
MKTG 3710.501, Marketing Research and Analytics, Spring 2024 Syllabus


          
*
  Texas Education Code 51.974 (HB 2504) requires each institution of
  higher education to make available to the public, a syllabus for
  undergraduate lecture courses offered for credit by the institution.
  

        

      

    

  


    

    

      


        


          


            
Previous Scheduled Teaching*


            
                    

                    MKTG 3710.001, Marketing Research and Analytics, Fall 2023 Syllabus SPOT
                    

                    MKTG 3710.502, Marketing Research and Analytics, Fall 2023 Syllabus SPOT
                    

                    MKTG 4120.002, Consumer Behavior, Spring 2023 Syllabus SPOT
                    

                    MKTG 3710.003, Marketing Research and Analytics, Spring 2023 Syllabus SPOT
                    

                    MKTG 3660.007, Advertising Management, Fall 2022 Syllabus SPOT
                    

                    MKTG 3710.001, Marketing Research and Analytics, Fall 2022 Syllabus SPOT

          


          
*
  Texas Education Code 51.974 (HB 2504) requires each institution of
  higher education to make available to the public, a syllabus for
  undergraduate lecture courses offered for credit by the institution.
  

        

      

    

  

  
  	

	

	  

		

		   
Published Publications



  

  
Published Intellectual Contributions


  
Journal Article
Buechel, E. C., Li, R.  Mysterious Consumption: Preference for Horizontal (Versus Vertical) Uncertainty and the Role of Surprise. Journal of Consumer Research. N/A. 49(6), 987-1013.  Oxford, UK: Oxford Academic. https://academic.oup.com/jcr/advance-article/doi/10.1093/jcr/ucac039/6687131
Huang, L., Pocheptsova Ghosh, A., Li, R., Chandon Ince, E.  (2020). Pay me with Venmo: Effect of service providers’ decisions to adopt P2P payment methods on consumer evaluations. Journal of the Association for Consumer Research. N/A. 5(3), 271-281.  Chicago, IL: The University of Chicago Press. https://www.journals.uchicago.edu/doi/epdf/10.1086/709137



	
		
		
	  

	

	

  
    
	

	

	  

		

		   	
		
		
	  

	

	

	
	

  
  
  

  	

		

		,  
			
				

					
					Overall
Summative Rating		
					Challenge and
Engagement Index		
					Response Rate
					
				

			
			
				

					
					
out of 5		
					
out of 7		
					%
 of 
students responded		
					
					
				

			
		


		
    
			
  • Overall Summative Rating (median):
    
			This rating represents the combined responses of students to the four global summative items and is presented to provide an overall index of the class’s quality. Overall summative statements include the following (response options include a Likert scale ranging from 5 = Excellent, 3 = Good, and 1= Very poor):
				
      
					
    • The course as a whole was
      • 
					
    • The course content was
      • 
					
    • The instructor’s contribution to the course was
      • 
					
    • The instructor’s effectiveness in teaching the subject matter was
      • 
				
    
			
    • 
			
  • Challenge and Engagement Index:
    
			This rating combines student responses to several SPOT items relating to how academically challenging students found the course to be and how engaged they were. Challenge and Engagement Index items include the following (response options include a Likert scale ranging from 7 = Much higher, 4 = Average, and 1 = Much lower):
				
      
					
    • Do you expect your grade in this course to be
      • 
					
    • The intellectual challenge presented was
      • 
					
    • The amount of effort you put into this course was
      • 
					
    • The amount of effort to succeed in this course was
      • 
					
    • Your involvement in course (doing assignments, attending classes, etc.) was
      • 
				
    
			
    • 
		

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