Skip to main content

Ruoou Li

Title: Assistant Professor

Department: Marketing

College: College of Business

Curriculum Vitae

Curriculum Vitae Link

Education

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

Current Scheduled Teaching

MKTG 3710.001Marketing Research and AnalyticsSpring 2025
MKTG 3710.501Marketing Research and AnalyticsSpring 2025
MKTG 3710.001Marketing Research and AnalyticsFall 2024 Syllabus
MKTG 3710.502Marketing Research and AnalyticsFall 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 3710.001Marketing Research and AnalyticsSpring 2024 Syllabus SPOT
MKTG 3710.501Marketing Research and AnalyticsSpring 2024 Syllabus SPOT
MKTG 3710.001Marketing Research and AnalyticsFall 2023 Syllabus SPOT
MKTG 3710.502Marketing Research and AnalyticsFall 2023 Syllabus SPOT
MKTG 4120.002Consumer BehaviorSpring 2023 Syllabus SPOT
MKTG 3710.003Marketing Research and AnalyticsSpring 2023 Syllabus SPOT
MKTG 3660.007Advertising ManagementFall 2022 Syllabus SPOT
MKTG 3710.001Marketing Research and AnalyticsFall 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 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
CLOSE