Dan (Kitty) Li Profile Image

Dan Li, PhD

  • Associate Professor
Media Expertise:
  • Communications & Marketing

Affiliated Programs


  • PhD, Marketing and Advertising (2018)
    University of Texas–Austin (TX)

About Me

I earned my doctorate at the University of Texas at Austin. I enjoy teaching and engaging students in the classroom. My teaching interests lie in the areas of digital marketing, social media, marketing analytics, and international marketing. I am committed to providing a learning environment that is both exciting and rigorous, one that empowers students through experiential learning.

Before graduate study, I worked as an SEM manager at Mindshare, and key account director of international markets at iPinYou. As a digital marketing professional, I led my team to serve many multinational brands including Nestle, BP, Cisco, Caterpillar, and LG Electronics.

Research Interests

My research focuses on consumer behavior and digital marketing, with a mix of quantitative and qualitative methods. I investigate sources that generate consumer happiness and improve consumer well-being. My works have been published in the Review of Marketing Research and presented at conferences including Academy of Marketing Science and American Academy of Advertising.


  • Mitchell, Natalie, Angeline G. Close, Dan Li, and Wan Wang (2017), "Purse Parties: The Social Implications of Fake Luxury Parties," Review of Marketing Research.
  • Li, Dan & Matthew Eastin, "Good talking to you: Consumer engagement through live customer service," 2018 Academy of Marketing Science Annual Conference, New Orleans, LA. [session chair]
  • Li, Dan & Lucy Atkinson, "Happy to Help: Emotional Facial Expressions in Advertising and Consumer Philanthropy," 2016 American Academy of Advertising Annual Conference, Seattle, WA.

Professional Affiliations & Memberships

American Marketing Association, Academy of Marketing Science, American Academy of Advertising

In the Media


  • Marketing Professor Publishes Article in Journal of Consumer Marketing

    Assistant Professor of Marketing Dan Li co-authored an article, titled "The role of psychological ownership in consumer happiness," in the Journal of Consumer Marketing. The article, published on June 10, showed that consumers feel happier when they have a higher psychological ownership over an item after consumption. Furthermore, consumers anticipate greater happiness from a product before consumption due to increased psychological ownership through customization.

    Share link: https://www.widener.edu/news/noteworthy/marketing-professor-publishes-article-journal-consumer-marketing

  • Assistant Professor Dan Li Shares Research in Sage Publishing Video

    Assistant Professor of Marketing Dan Li was featured in a video for the SAGE Research Methods Video Collection on Market Research Methods. The video focuses on her research on consumer happiness using experimental design and was filmed at the Winter American Marketing Association conference.

    Share link: https://www.widener.edu/node/12616