李 欧

About Me

国际应用心理学会(IAAP)、国际消费者研究会(ACR)、中国心理学会、浙江省科普联合会等会员，Psychology & Marketing, Social Science & Medicine, Journal of Interactive Marketing, International Journal of Research in Marketing, IEEE VR (CCF-A), 心理科学，应用心理学等期刊审稿人。

研究兴趣

• Consumer Psychology and Behaviors: VR and consumer behaviors, AI and consumer behaviors, Sensory marketing
• Decision-making and Economic Psychology: Social preferences, Prosocial behaviors, Decision bias

研究成果

• Coffee-like scent and consumption
  Working paper

• Virtual reality and green consumption
  Working paper

• Time perception in immersive VR environment
  Working paper

• Emojis usage in advertising & cause-related marketing
  Working paper

• Older consumers, variety-seeking, and complexity preference
  Working paper

• Li, B., Rui, J., & Li, O. (Corresponding). (2026). Frame the purchase: How message framing shapes consumer responses to material vs. experiential purchases.
  Marketing Letters, accept.

• Li, O. & Qian, D. (2026). The effects of external risk events on consumer acceptance of new products.
  Asia Pacific Journal of Marketing and Logistics, accept.

• 余鑫韬, 刘晓晨, 李欧(Corresponding). (2025). 双元领导研究进展与未来展望.
  领导科学, 6, 61-69. 北核.

• Dong, L., Wang, J., Tok, S. Y., Tu, Y., & Li, O. (Corresponding). (2025). Strategic configuration of platform functionalities in service-selling Platforms: The role of price position and reputation.
  Journal of Retailing and Consumer Services, 86, 104339.

• Li, O., Shi, Y., & Qian, D. (2025). Immersive Stays in Virtual Hotels: The Effect of Experiences in Metaverse Hotels on Customer Responses.
  International Journal of Hospitality Management, 130, 104247.

• Han, L., Thongpapanl, N., & Li, O. (Corresponding) (2025). The mechanism of word-of-mouth learning on chronic disease patients’ physician choice in online health communities.
  Digital Health, 11.

• Li, O. & Shi, Y. (2025). Red, rather than blue can promote fairness in decision-making.
  Humanities and Social Sciences Communications, 12, 94.

• Shi, Y, Sun, B., Li, O., & Li, C. (2025). Driving online course sales by leveraging teacher information.
  Asia Pacific Journal of Marketing and Logistics, 37(4), 931-947.

• Xu, M., Liu, X., & Li, O. (Corresponding) (2024). Can intelligent manufacturing drive green development in China’s pharmaceutical industry? - Evidence from listed enterprises.
  Energy, 132953.

• Li, O., Su, W., & Shi, Y. (2024). Using Virtual Reality to Promote Pro-environmental Consumption.
  IEEE VR, CCF-A类.

• Li, O., Pan, Z., Qiu, H., & Qian, D. (2024). Put Yourself in the Donee’s Shoes: How Virtual Reality Can Increase Effectiveness of Prosocial Advertising.
  Journal of Advertising Research, 64(3), 1-16.

• Shi, Y., Zou, B., Wang, C. L., & Li, O.,. (2024). Spurring innovation through intentional organizational crisis: the moderating effects of past performance and resources allocation capability.
  European Journal of Innovation Management, 27(3), 1024-1041.
  

• Qian, D., Yan, H., Pan, L., & Li, O. (Corresponding) (2023). Bring it on! Package shape signaling dominant male body promotes healthy food consumption for male consumers.
  Psychology & Marketing, 40(8), 1451-1465. [WEB]

• 李欧, 裘涵, & 潘志庚. (2023). 元宇宙推动慈善捐赠的进展与心理路径.
  心理技术与应用, 11(7), 406-413.

• Li, O., & Qiu, H. (2023) . Virtual reality in supporting charitable giving: The role of vicarious experience, existential guilt, and need for stimulation.
  IEEE VR, CCF-A类. IEEE VR 最佳论文提名

• Li, O., & Qian, D. (2022). An analysis of the relationship between risk perceptions and willingness-to-pay for commodities during the COVID-19 pandemic.
  Journal of Consumer Affairs, 56(1), 257-275. Wiley高被引论文
  [WEB]

• Li, O., & Zhao, C. (2021). How the COVID-19 pandemic influences judgements of risk and benefit: The role of affect heuristics.
  Journal of Risk Research, 24(3-4), 466-476.
  [WEB]

• 于艺凝, 李欧（Co-first）, & 汪蕾*. (2021). 支付效应的理论机制及影响因素.
  应用心理学, 27(1), 84-89. CSSCI来源期刊.
  [WEB]

• Qian, D., & Li, O. (Corresponding) (2020).The Relationship between Risk Event Involvement and Risk Perception during the COVID-19 Outbreak in China.
  Applied Psychology: Health and Well-being, 12(4), 983-999.
  [WEB] Altmetric score 93, high attention, in the top 5%

• Yang, Y. K., Li, O. (Co-first), Peng, X. X., & Wang, L* (2020). Consumption trends during the COVID-19 crisis: How awe, coping, and social norms drive utilitarian purchases.
  Frontiers in Psychology, 9, 749.
  [WEB]

• Wang, L.*, Yu, Y. N., & Li, O. (2020). The typeface curvature effect: The role of typeface curvature in increasing preference towards hedonic products.
  Psychology & Marketing, 37(8), 1118-1137.
  [WEB]

• Wang, L.* Qian, D., & Li, O. (2020). The cross-modal interaction between sound frequency and color saturation on consumer’s product size perception, preference and purchase.
  Psychology & Marketing, 37(7), 876-899.
  [WEB]

• Wang, L.* & Li, O. (2020). Effect of background colors on hedonic consumption.
  Psych Journal, 8(4), 522-52.
  [WEB]

• Li, O., Xu, F.*, & Wang, L.* (2018). Advantageous inequity aversion does not always exist: the role of determining allocations modulates preferences for advantageous inequity.
  Frontiers in Psychology, 9, 749.
  [WEB] Altmetric score 14, high attention, in the top 20%

• 徐富明*, 李欧. (2017). 齐差求辨出决策，避繁就简成判断——评《决策心理：齐当别之道》.
  应用心理学, 23(1), 92-96. CSSCI来源期刊.
  [WEB]

• 徐富明*, 李欧, 李彬, 刘程浩, 张慧. (2016). 概率水平与模糊性对短视损失规避的影响.
  心理科学, 39(6), 1366-1372. 中文一级，CSSCI来源期刊.
  [WEB]

• 李欧, 徐富明*, 邓颖, 刘程浩, 史燕伟. (2016). 最后通牒博弈中个体差异和种族文化差异.
  心理科学, 39(3), 693-699. 中文一级，CSSCI来源期刊.
  [WEB]

• 徐富明*, 李欧, 邓颖, 刘程浩, 史燕伟. (2016). 行为经济学中的不平等规避.
  心理科学进展, 24(10), 1613-1622. 中文一级，CSSCI来源期刊.
  [WEB]

• 徐富明*, 李欧, 邓颖, 李燕, 史燕伟. (2016). 判断与决策中的投射偏差.
  心理科学进展, 24(3), 422-430. 中文一级，CSSCI来源期刊.
  [WEB]

• 徐富明*, 蒋多, 张慧, 李欧, 孔诗晓, 史燕伟. (2016). 心理距离对基线比例忽略的影响.
  心理学报, 48(10), 1292-1301. 中文权威，CSSCI来源期刊.
  [WEB]

• 徐富明*, 李欧, 邓颖, 刘程浩, 于会会. (2016). 概率组合与警告类型对合取谬误的影响.
  心理研究, 9(1), 60-65. CSSCI来源期刊扩展版.
  [WEB]

• 徐富明*, 李欧, 邓颖, 李彬. (2016). 投资决策中的短视损失规避.
  心理研究, 9(3), 3-9. CSSCI来源期刊扩展版.
  [WEB]

• 徐富明*, 李欧, 邓颖, 刘程浩, 吴修良. (2015). 情绪的确定性维度对风险偏好的影响.
  应用心理学, 21(4), 325-333. CSSCI来源期刊
  [WEB]

主要荣誉和获奖

• [Dec. 2020] 浙江大学竺可桢奖学金. 浙江大学学生最高荣誉，当年人文社会科学院系唯一获奖者.

• [Dec. 2019] 第五届浙江大学学生人文社会科学优秀成果奖. 特等奖.

• [Oct. 2016, Oct. 2018, Oct. 2019] 国家奖学金.

• [Nov. 2020] 第五届中国“互联网+”大学生创新创业大赛. 全国金奖、省金奖.

科普文节选

• 长期从事消费心理、数字营销科普写作，在《中国社会科学报》《大众心理学》和网络上发表科普文80余篇，累计超20万字，果壳网阅读量700万+，科普文被澎湃、新浪、网易、腾讯等媒体广泛转载；即将出版《买买买心理学》，我将在书中讨论一些有趣的互联网新消费现象。

• 什么！可乐包装上的字体都在算计我的钱包？ 阅读量10万+ [WEB]

• 穷不只会影响钱包，还会伤害脑子. 阅读量10万+ [WEB]

• 长成什么样会被夸赞“颜值高”呢？ 阅读量10万+ [WEB]

• 用元宇宙相关技术改善亲环境行为. 中国社会科学报. [WEB]

• 专业可能影响思维方式：学习经济学专业对公平感的影响. 中国社会科学报. [WEB]

• 游戏设计师勾引玩家的“独门秘术”. 大众心理学. [WEB]

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