EricLi

Eric Li

Assistant Professor of Marketing

PhD., Schulich School of Business, York University, 2012
MA, Chinese University of Hong Kong, 2003
BA, Hong Kong Polytechnic University,2002

Phone: 250- 807-8853
Office: EME 4125
E-mail: eric.li@ubc.ca

Biography:

Dr. Eric Li joined the Faculty of Management at the University of British Columbia - Okanagan campus in 2011. His Ph.D. in Marketing is from York University, and he received his M.A. in Anthropology from the Chinese University of Hong Kong. Dr. Li’s research interests include global consumer culture, multicultural marketing and consumption, consumer well-being, online consumer privacy, visual consumption, food consumption, fashion and culture, and digital marketing and consumption.  His work has been published and presented in a number of academic journals and conferences such as the Association for Consumer Research, the American Marketing Association, Academy of Management Conference, and the Consumer Culture Theory Conference. Eric also served as a reviewer in many academic journals and conferences such as Journal of Business Research, Consumption Markets and Culture, Marketing Letters, International Marketing Research, Journal of Business Ethics, Canadian Journal of Administrative Science and Journal of Interactive Advertising as well as at the Association of Consumer Research, American Marketing Association, Consumer Culture Theory, and Global Marketing conferences. In 2013, he served as the track-chair of the China Marketing International Conference.

In 2016, Dr. Li has received CAD64,484 from the Social Science and Humanities Research Council’s (SSHRC) Insight Development Grant (IDG) to support his research project “Engaging Stakeholders in Co-Creating a Sustainable Community: A Study of Rural Communities in B.C. Interior.” Dr. Li also received funding from Mitacs Accelerate Program to support six graduate student internships in the past four years.

Dr. Li teaches Qualitative Methods in Management Research (graduate-level), Digital Marketing and Consumption (graduate-level), and Introduction to Marketing (undergraduate-level) at the University of British Columbia. He also developed directed studies courses on fashion advertising, fashion, design and culture with senior marketing students in the past years. He was on the University of British Columbia - Okanagan's Teaching Honour Roll in the 2012-2013 academic year. He is also the founder of the Healthy Living project, a community-based experiential learning project that connects management students with regional community partners such as regional governments, non-profit organizations, and for-profit organizations to promote healthy living.

In addition to his research and teaching, Dr. Li also serves as the regular board member of the Behavioural Research Ethics Board (BREB) of University of British Columbia – Okanagan and the Scholarships and Awards Committee of the Faculty of Graduate Studies since 2015. He is also one of the Faculty Advisors for the campus-wide co-op program at the University of British Columbia – Okanagan campus. Dr. Li is also a member of Blockchain@UBC - a collaborative research cluster focusing on Blockchain Technology, the associate members of UBC's Institute for Healthy Living and Chronic Disease Prevention, and the faculty associate at the York Centre for Asian Research.

 

Courses Taught

  • MGMT 320 - Introduction to Marketing (undergraduate-level)

  • MGMT 495 - Directed Studies on Fashion Advertising (2012), Digital Consumption and Marketing (2013), Fashion and Cultural Heritage (2014)

  • IGS 515 - Qualitative Methods for Management Research (graduate-level)

  • MGMT 520A - Special Topics on Digital Marketing and Consumption (graduate-level)

  • MGMT 524 - Applied Research Methods (graduate-level)

Specialties 

  • Healthy Living and Well-Being

  • Urban Densification and Community Building

  • Food Consumption and Food Security

  • Digital Economy, Internet of Things (IoT) and Internet of People (IoP)

  • Online Consumer Culture and Behaviour

  • Fashion Marketing and Consumption 

  • Global Consumer Culture

  • Multicultural Marketing and Consumption

 

Selected Publications

Publications:

Doberstein, Carey, Ross Hickey, and Eric Li (2016),Nudging NIMBY: Do positive messages regarding the benefits of increased housing density influence resident stated housing development preferences?” Land Use Policy, 54, 276-289. DOI: 10.1016/j.landusepol.2016.02.025

Li, Eric (2015), “Social Media: A Critical Introduction,” Consumption, Markets and Culture, 19(3), 315-317.

Joy, Annamma and Eric P. H. Li (2012), “Studying Consumption Behaviour through Multiple Lenses: An Overview of Consumer Culture Theory,” Journal of Business Anthropology, 1 (Spring), 141-73.

Belk, Russell W., Joon Yong Seo, and Eric P.H. Li (2007),"Dirty Little Secret: Home Chaos and Professional Organizers", Consumption, Markets and Culture, 133-139.

Li, Eric P.H., Chester, K.M. To, Y.H. Wong, and Jimmy, M.T. Chang (2006), "Managing Knowledge in Fashion Businesses: A Survey of Contemporary Tools for Coordination and Collaboration", Research Journal of Textile and Apparel, 10 (2), 83-92.

Li, Eric P.H., Chester K.M. To, Y.H. Wong, and Jimmy M.T. Chang (2005), "Managing Knowledge in Fashion Businesses: A Contextual Review", Research Journal of Textile and Apparel, 9 (2), 97-104.


Book Chapters:

Li, Eric P. H. (2016), “Cognitive styles and personality in risk perception,” in Consumer Perception of Product Risks and Benefits, eds. G, Emilien, R Weitkunat & F. Luedicke. Neuchâtel, Switzerland: Springer, 267-282.

Li, Eric P. H., Hyun Jeong Min, Russell W. Belk, Junko Kimura and Shalini Bahl (2015), “Skin Lightening and Beauty in Four Asian Cultures,” in Russell Belk, Sage Legends in Marketing, New Delhi: Sage.

Belk, Russell W., Joon Yong Seo, and Eric P. H. Li (2015), “Dirty Little Secret: Home Chaos and Professional Organizers, in Russell Belk, Sage Legends in Marketing, New Delhi: Sage.

Fischer, Eileen, Cele C. Otnes, Brynn Winegard, Eric P.H. Li, and Sarah J.S. Wilner (2009), "Are We There Yet?" Co-Producing Success and Failure in a 'Consumer-Intensive' Service Context", in Explorations in Consumer Culture Theory, eds. John F. Sherry, Jr. and Eileen Fisher, London and New York: Routledge, 101-113.


Conference Proceedings:

*Bin, Junchi, Shiyuan Tang, Gang Wang, Bryan Gardiner, Zheng Liu, and Eric P. H. Li (2007), "Regression Model for Appraisal of Real Estate using Recurrent Neural Network and Boosting Tree," Proceedings of the 2nd IEEE International Conference on Computational Intelligence and Applications (ICCIA 2017), Beijing, China, forthcoming.

Li, Eric P. H., Xin Zhao, *Fiona Li, Magnum Lam, and Wing-sun Liu (2017), "Fashion Brands as Resources for Chinese Modern Girl Archetypes," Association for Consumer Research Conference Proceedings, San Diego, California, forthcoming.

Li, Eric P. H., *Christalle Smith, Xin Zhao, and *Sarah Weseen (2017), "My Meal, My Recipe - Social Media Intervention on Healthy Eating," Association for Consumer Research Conference Proceedings, San Diego, California, forthcoming.​

Lam, Magnum, Wing-sun Liu, Yee-nee Lam, and Eric P. H. Li (2016), "Participatory Action Research and Fashion Education: Theories, Practices, and Implications," International Foundation of Fashion Technology Institutes Annual Conference Proceedings, forthcoming (Best Paper Award).

Li, Eric P. H., Wing-sun Liu, Viahsta Yuan, Elita Lam, and Magum Lam (2015), “Democratization of Fashion: A Study of Co-Creation of Cultural Heritage,” Association for Consumer Research Conference Proceedings, 796.

Li, Eric P.H., Carey Doberstein, Ross Hickey, Sumeet Sekhon, and Keith Culver (2015), "Co-Creating a Sustainable Community," Association for Consumer Research Conference Proceedings, 797.

Nguyen, Thuc-Doan and Eric P. H. Li (2015), “The Privacy of Consumers: How Consumers Learn to Manage Their Privacy,” in 2015 Marketing & Public Policy Conference Proceedings, 90-91.

Zhu, Ying and Eric P. H. Li (2015) “The Influence of Visual Representations on Consumers' Selection on Future Experiences,” American Marketing Association – Winter Educator Conference Proceedings.

Nguyen, Thuc-Doan, Eric P.H. Li, and Sayantani Mukherjee (2014), “Just for Fun? Constructing Self through Selfies,” Advances in Consumer Research.

Nguyen, Thuc-Doan, Eric P.H. Li, and Sayantani Mukherjee (2014), “Consuming Selfie,” Proceedings of American Marketing Association Summer Educator Conference.

Liu, Wing-sun, Eric P. H. Li, Magnum Lam, and Elita Lam (2014), “Production of Extended Self: Integrating Life Experience in Fashion Design,” Proceedings of Global Marketing Conference.

Li, Fiona, Eric P. H. Li, and Annamma Joy (2013), “Luxury Fashion Advertising in Twenty-First Century China: A Critical Visual Analysis,” China Marketing International Conference Proceeding 2013, 51.

Joy, Annamma, Eric P. H. Li, Ying Zhu, Jeff Wang, and Stephen Chart (2013), “A Multi-Sensory Understanding of the Wine Consumption Experience,” Proceedings for Annual Conference of the American Association of Wine Economists (AAWE).

Zhu, Ying, Eric P. H. Li, and Faria Madhumita (2013), “A Longitudinal Study of Online Market Integration Among British Columbia Wineries,” Administrative Sciences Association of Canada (ASAC) Annual Conference.

Li, Eric P. H. (2012), “Homey Home: Representations of an Ideal Home in Hong Kong,” Association for Asian Studies Annual Conference.

Nguyen, Thuc-Doan and Eric P. H. Li (2011), “Consumer Privacy in Social Networking Cyberspace,” Marketing and Public Policy Conference Proceedings, 21, eds. Elizabeth Howlett, John Kozup, and Jeremy Kees.

Li, Eric P.H. and Bernardo Figueiredo (2011), “Mobile Ethnicities in Global Cities,” in Advances in Consumer Research, 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research. 

Li, Eric P. H. and Russell W. Belk (2010), “Re-made China: The Re-Production of Chineseness in a Multi-Cultural Society,” in Advances in Consumer Research, 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research.

Darmody, Aron and Eric P. H. Li (2009), “I Get by with a Little Help from my Friends: Consumer Creativity in Virtual Communities,” in Advances in Consumer Research, 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, 20-26. 

Nguyen, Thuc-Doan T. and Eric P. H. Li (2009), “Online Consumer Privacy 2.0,” Advances in Consumer Research, 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN: Association for Consumer Research. 

Li, Eric P. H., Russell W. Belk, and Annamma Joy (2009), “Disney Dreams in China,” in Advances in Consumer Research, 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN: Association for Consumer Research, 877.

Li, Eric P. H., Hyun Jeong Min, Russell W. Belk, Junko Kimura and Shalini Bahl (2009), “Skin Lightening and Beauty in Four Asian Cultures,” in Advances in Consumer Research, 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN: Association for Consumer Research, 444-49. 

Nguyen, Thuc-Doan T. and Eric P. H. Li (2007), “Weblogs: Need for Recontextualizing Consumer Privacy,” Marketing and Public Policy Conference Proceedings, 17, eds. Manoj Hastak, John J. Swasy and Sonya A. Grier, 29-37.

Li, Eric P. H. (2006), “ ‘Let’s Go Online’: A Contextual Review of the Consumption of Internet in mainland China,” in Asia-Pacific Advances in Consumer Research, 7, eds. Margaret Craig Lees, Teresa Davis and Gary Gregory, Sydney, Australia: Association for Consumer Research, 317-24.

*UBC Student/Alumni contributors

 

Conference Presentations:

Lam, Magnum, Wing-sun Liu, Eric P. H. Li, Ho Tak Ho, and Jovia Lai (2018), "From Social to Design Dialogue: Community-Based Research in Fashion Design Pedagogy," International Foundation of Fashion Technology Institutes Annual Conference 2018, Donghua University, Changning Qu, China, April 9-13.

Li, Eric P. H. and Jack Leong (2017), "Art, Design, Cultural Identity and Politics: Understanding Contemporary Social Integration among Chinese and Chinese Canadians in the Millennium," Association for Asian Studies Annual Conference 2018, Washington D.C., March 22-25 (Panel Co-Organizer and Presenter).

Li, Eric P. H., Xin Zhao, *Fiona Li, Magnum Lam, and Wing-sun Liu (2017), "Fashion Brands as Resources for Chinese Modern Girl Archetypes," Association for Consumer Research Conference, San Diego, California, October 26-29.

Li, Eric P. H., *Christalle Smith, and Xin Zhao (2017), "My Meal, My Recipe - Social Media Intervention on Healthy Eating," Association for Consumer Research Conference, San Diego, California, October 26-29.

*Bin, Junchi, Shiyuan Tang, Gang Wang, Bryan Gardiner, Zheng Liu, and Eric P. H. Li (2017), "Regression Model for Appraisal of Real Estate using Recurrent Neural Network and Boosting Tree," the 2nd IEEE International Conference on Computational Intelligence and Applications (ICCIA 2017), Beijing, China, September 8-11.

*Shi, Fang, Zheng Liu, and Eric P. H. Li (2017), "Prediction of Pipe Performance with Ensemble Machine Learning-based Approaches," 2017 International Conference on Sensing, Diagnostics, Prognostics, and Control, Shanghai, China, August 16-18.

Li, Eric P. H. and Ajnesh Prasad (2017), "Consolidating Wall 1.0 and Wall 2.0: Graffiti, Social Media, and Ideological Acts of Resistance and Recognition among Palestinian Refugees," Canadian Association of Geographers Annual Meeting, Toronto, Ontario, May 29-June 2.​

Li, Eric P. H., Magnum Lam, Elita Yee-nee Lam, Wing-sun Liu (2016), “Challenges to Experiential Learning in Fashion and Design Education: Reflections on the Journey of Fashionthnography,” Cumulus - Open Design for E-very-thing – exploring new design purposes, Hong Kong, November 21-24.  

Lam, Magnum, Elita Yee-nee Lam, Eric P. H. Li, Wing-sun Liu (2016), “Speaking of Design Experiences: A Phenomenological Inquiry into the Everyday Aesthetic Discourse in Design Representation,” Cumulus - Open Design for E-very-thing – exploring new design purposes, Hong Kong, November 21-24. (Art Installation)

Lee, Eunice, Magnum Lam, Eric P. H. Li (2016), “Design Ethnography and Inheritance: The Revitalization of Hakka Tradition in Fashion Collection,” Cumulus - Open Design for E-very-thing – exploring new design purposes, Hong Kong, November 21-24. (Fashion Collection)

Li, Eric P. H. and Sangwon Lee (2016), “Re-defining Asian Brands in the Global Marketplace,” Global Marketing Conference 2016, Hong Kong, July 21-24.

Lam, Magnum, Wing-sun Liu, Cliff Liu, and Eric P. H. Li (2016), “Can Buying Fakes Make You a Bad Person? The (Re)signification of Consumer Moral Identity through Engaging in Counterfeiting in Hong Kong,” Global Marketing Conference 2016, Hong Kong, July 21-24.

Yue, Andy Xiao Ping and Eric P. H. Li (2016), “Doing Gender in the Emerging Digital Youth Culture: A Case Study of the Chinese Online Gaming Community,” Consumer Culture Theory Conference, Lille, France, July 6-9.

Yue, Andy Xiao Ping and Eric P. H. Li (2016), “Online Gaming Communities in Shanghai: Reconstruction of Gender among Middle-Class Youth in an Emerging Economy," the “Middle Classes in East Asia’s Global Cities: Spaces, Communities, and Lifestyles” International Workshop, the Hebrew University of Jerusalem, June 21-23.

Lam, Magnum, Wing-sun Liu, Yee-nee Lam, and Eric P. H. Li (2016), "Participatory Action Research and Fashion Education: Theories, Practices, and Implications," International Foundation of Fashion Technology Institutes Annual Conference 2016, Beijing, March 22-27. (Best Paper Award)

Li, Eric P. H., Sheryl Peters, and Mark West (2016), “Affordable Housing – Regional and International Perspectives,” Urbanizing Okanagan Symposium, Kelowna, B.C., March 11.

Li, Eric P. H., Wing-sun Liu, *Viahsta Yuan, Elita Lam, and Magnum Lam (2015), “Democratization of Fashion: A Study of Co-Creation of Cultural Heritage,” Association for Consumer Research Conference, New Orleans, October 1-4.

Li, Eric P. H., Carey Doberstein, Ross Hickey, *Sumeet Sekhon, and Keith Culver (2015), "Co-Creating a Sustainable Community," Association for Consumer Research Conference, New Orleans, Louisiana, October 1 to 4.

Li, Eric P. H. (2015), “Deliberate Learning, Dynamic Capability and Organizational Schema: A Case Study of Kodak” Academy of Management Conference 2015, Vancouver, British Columbia, August 9-11.

Liu, Wing-sun, Eric P. H. Li, Magnum Lam, Viahsta Yuan, and Elita Lam (2015), “Heritage, Fashion, and Design,” 6th Annual Popular Culture Association of Australia and New Zealand Conference, Wellington, New Zealand, June 29-July 2.

Li, Eric P. H. and Thuc-Doan Nguyen (2015), “Learning Privacy: A Study on How Consumers Managing Privacy in Social Networking Sites,” Consumer Culture Theory Conference, Fayetteville, Arkansas, June 18-21.

Nguyen, Thuc-Doan and Eric P. H. Li (2015), “The Privacy of Consumers: How Consumers Learn to Manage Their Privacy,” AMA 2015 Marketing and Public Policy Conference, Washington D.C., June 4-6.

Zhu, Ying and Eric P. H. Li (2015) “The Influence of Visual Representations on Consumers' Selection on Future Experiences,” American Marketing Association – Winter Educator Conference, San Antonio, Texas, February 13-15.

Nguyen, Thuc-Doan, Eric P. H. Li, and *Sayantani Mukherjee (2014), “Just for Fun? Constructing Self through Selfies,” Association for Consumer Research (North American) Conference, Baltimore, Maryland, October 23-26.

Nguyen, Thuc-Doan, Eric Li, Sayantani Mukherjee (2014), “Consuming Selfie,”  American Marketing Association Summer Educator Conference, San Francisco, California, August 1-3.

Liu, Wing-sun, Eric P. H. Li, Magnum Lam, and Elita Lam (2014), “Production of Extended Self: Integrating Life Experience in Fashion Design,” Global Marketing Conference, Singapore, July 15-18.

Joy, Annamma, Eric P. H. Li, Ying Zhu, Jeff Wang, and Stephen Chart (2013), “A Multi-Sensory Understanding of the Wine Consumption Experience,” Annual Conference of the American Association of Wine Economists (AAWE), Stellenbosch, South Africa, June 26-29.

Li, Eric P. H. and Bernardo Figueiredo (2013), “Mobile Ethnicities in Global Cities,” Consumer Culture Theory Conference, Tucson, Arizona, June 13-15.

Zhu, Ying, Eric P. H. Li, and *Faria Madhumita (2013), “A Longitudinal Study of Online Market Integration among British Columbia Wineries,” Administrative Sciences Association of Canada (ASAC) Annual Conference, Calgary, Alberta, June 8-11.

Li, Eric P. H. (2012), “Homey Home: Representations of an Ideal Home in Hong Kong,” Association for Asian Studies Annual Conference, Toronto, Ontario, March 15-18.

Nguyen, Thuc-Doan and Eric P. H. Li (2011), “Consumer Privacy in Social Networking Cyberspace,” Marketing and Public Policy Conference, Washington D.C., June 2-4.

Li, Eric P. H. (2010), “Construction of Ethnicity in a Multicultural Marketplace,” Consumer Behaviour Winter Research Camp, Ivey School of Business, University of Western Ontario, London, Ontario, January 29.

Li, Eric P. H. (2009), “Construction of Ethnicity in a Multicultural Marketplace,” Marketing Research Seminar Series, Schulich School of Business, York University, Toronto, Ontario, September 25.

Li, Eric P. H., Aron Darmody, and Alex S. L. Tsang (2009), “Dynamics of Creative Consumer Community,” Consumer Culture Theory Conference, Ann Arbor, Michigan, June 11-14.

Belk, Russell W., Joonyong Seo, and Eric P. H. Li (2009), “The Tyranny of Possessions: Control, Clutter, Chaos, and Home Organizers,” Society for Personality and Social Psychology (SPSP) Conference, Tampa, Florida, February 5-7.

Li, Eric P. H., Russell W. Belk, and Annamma Joy (2008), “Disney Dreams in China,” Transformations: Researching Asia, First York Centre for Asian Research Graduate Student Conference, Toronto, Ontario, Canada, September 25-26.

Li, Eric P. H., Russell W. Belk, and Annamma Joy (2008), “Disney Dreams in China,” Association for Consumer Research – Latin American Conference (Film Festival), San Paolo, Brazil, July 31-August 3.

Zhang, Shuoyang and Eric P. H. Li (2008), “Consumer Self Identity and Group Belongingness in Social Networking Sites,” 27th Annual Advertising and Consumer Conference, Philadelphia, Pennsylvania, May 1-2.

Belk, Russell W., Shalini Bahl, Junko Kimura, Hyun Jeong Min, and *Eric P. H. Li (2007), “Consuming Whiteness in Asia,” Consumer Culture Theory Conference, Toronto, Ontario, May 26-27.

Fischer, Eileen, Cele C. Otnes, Brynn Winegard, Eric P. H. Li, and Sarah J. S. Wilner (2007), “Are We There yet? Co-Producing Success and Failure in a ‘Consumer-Intensive’ Service Context,” Consumer Culture Theory Conference, Toronto, Ontario, May 26-27.

To, Chester K. M., Y. H. Wong, Jimmy M.T. Chang and Eric P.H. Li (2004), “Technology tools for Managing Collaboration process in Globalizing Textile Industry,” World Textile Conference - 4th AUTEX Conference, Roubaix, June 22-24.

*UBC Student/Alumni contributors

 

Honours and Awards

Awards for Teaching

2014           Teaching Honour Roll for the Academic Year 2012-2013 – University of British Columbia - Okanagan    

Awards for Scholarship

2016           Best Paper Award, International Foundation of Fashion Technology Institute (IFFTI) Annual Conference, Beijing, China (with Magnum Lam, Wing-sun Liu, and Yee-nee Lam)

2009           Doctoral Fellow, American Marketing Association – Sheth Foundation Doctoral Consortium, Georgia State University, Atlanta

 

Media Exposure

Research Project: Selfie

Research Project: Skin-Lightening and Whitening Practices in Asia

  • JAC Digital – Skin-Whitening Practices in Asia (May 09, 2016), Interviewed by journalist, Emily Steinhardt

  • S-Moda (El País, Spain) - initiatives defying beauty standards in Asia (July 23, 2014), Interviewed by journalist, Begoña Gómez.

  • Quest-France – Les Japonaises fuient le bronzage (August 12, 2013), Interviewed by journalist, Audrey Guiller, regarding Japanese women skin colour preference.

Research: Urban Densification and Community Building 

Research: Consumer Culture and Over Consumption

  • CBC Vancouver (December 13, 2016): Ugly Christmas Sweater (interviewed by Anne-Diandra Louarn)

  • NEWS1130 (December 02, 2016): Air Miles Fiasco (interviewed by Martin MacMahon)

Research: Social Media and Transmedia Storytelling

Experiential Learning and Healthy Living IdeasFest

  • Kelowna Capital News (December 26, 2015): UBCO marketing exercise faces challenges

  • CBC Radio Interview (Daybreak South) (October 14, 2014)

Scholarship of Teaching 

Faculty Service: Launch of UBC Faculty of Management Lab

  • CHBC Okanagan – UBCO lab helps with brand research (March 06, 2013): Featuring Faculty of Management’s new research lab (joined effort with Dr. Ying Zhu, Dr. Arjun Bhardwaj, Carolyn Hopkins, and Carol Zuckerman)

  • CHBC Evening News – UBCO Brand Study (March 06, 2013): Featuring the grand opening of Faculty of Management’s research lab (joined effort with Dr. Ying Zhu, Dr. Arjun Bhardwaj, Carolyn Hopkins, and Carol Zuckerman)

 


Last reviewed shim1/19/2018 3:50:51 PM