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jayson jia
Dr JIA, Jayson

Associate Professor
Department of Marketing
The University of Hong Kong (852) 3917 1611
 Room 717, KK Leung Building

About Me

Dr. Jayson S. Jia is Associate Professor (with tenure) of Marketing at the Faculty of Business and Economics. He received his Ph.D. Business Administration (Marketing) from Stanford University Graduate School of Business in 2013, and B.A. Economics from Yale University in 2008.

Dr. Jia’s research uses interdisciplinary approaches from psychological science, network science, and computational social science to build new behavioral frameworks to understand what drives behavioral dynamics in the 21st century. Much of his most recent research relates to the basis of human resilience in response to risk, networked behaviors in the digital age, and how consumers process information in the digital age. His research differs qualitatively from traditional behavioral research in its emphasis on verifiable field behavior, digital data, and causal instruments to derive behavioral insight. For example, some of his recent work includes using mobile-geolocation data to model the spread of COVID-19, using mobile phone data to reveal how social networks respond to sudden natural disasters, and combined railway data and telecom data to study how social networks interplay with physical mobility in reaction to technological shock.

Dr. Jia research has been published in Nature, Nature Communications, Management Science, Journal of Marketing Research, Journal of Consumer Research, Psychological Science, Journal of Personality and Social Psychology, and Journal of Experimental Psychology: General. His work has received media coverage from outlets including Business Insider, BBC, Scientific American, The Guardian, Psychology Today, Stanford Business Magazine, Harvard Business Review, MIT Sloan Review, MSN, Wall Street Journal, Forbes, Xinhua, and Jinri Toutiao. He has won the Alden G. Clayton Award and the MSI Young Scholar Award from the Marketing Science Institute (MSI), and has been awarded 4 Hong Kong Research Grants Council competitive research projects as Principal Investigator (including one Collaborative Research Fund project), totaling HK$6.82 million. Dr. Jia has extensive industry collaborations with major international internet technology, retail, and MarTech companies.

Research Interests
Behavioral Science; Computational Social Science;  Perceived Risk; Consumer Behavior in the Digital Economy; Social Networks; Human Mobility; Smart Society; Natural Experiments; and Digital Experimentation