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Alice Wang

Henry B. Tippie Research Fellow in Marketing and Professor

Introduction

Jing (Alice) Wang is a Professor of Marketing and Henry B. Tippie Research Fellow in the Tippie College of Business at the University of Iowa. She received her Ph.D. in Marketing from Northwestern University, and her research focuses on how firms and policymakers can support vulnerable consumers, such as the lonely, elderly, and disadvantaged, to improve their well-being. Her work has been published in leading academic journals, including the Journal of Marketing Research, Journal of Consumer Research, Management Science, and Journal of Consumer Psychology.


She is the recipient of multiple research grants and awards recognizing the impact of her work and currently serves as an Area Editor for the Journal of the Academy of Marketing Science and a member of the Editorial Board for the Journal of Consumer Psychology.


Professor Wang teaches Marketing Management and Integrated Marketing Communications in both MBA and undergraduate programs. She has advised numerous students on Ph.D. dissertations, research projects, internships, and honors theses, helping many earn university scholarships. Her dedication to teaching has earned her outstanding evaluations and the Dean’s Teaching Award.

Current Positions

  • Professor, Marketing
  • Henry B. Tippie Research Fellow in Marketing, Marketing

Education

  • PhD in Marketing, Northwestern University
  • M Phil in Marketing, Hong Kong University of Science and Technology
  • BA in English Literature, Nankai University
  • BA in Economics, Nankai University

Research Interests

  • Consumer Well-Being
  • Consumer Decision Making
  • New Technologies in the Marketplace
  • Disadvantaged Consumers
  • Media Effectiveness
  • Social Media
  • Consumer Disposition Decisions
  • Loneliness
  • Effect of Age on Consumer Decisions
  • Language Effects

Selected Awards & Honors

  • Wendell Smith Award for Research Excellence - Tippie College of Business, 2024
  • Best Reviewer Award - Journal of Consumer Psychology, 2024
  • Wendell Smith Award for Research Excellence - Tippie College of Business, 2023
  • Henry B. Tippie Research Fellow - Tippie College of Business, 2013 - 2024
  • Wendell Smith Award for Research Excellence - Tippie College of Business, 2009 - 2021
  • David and Lois Gardner Faculty Award for Mid-Career Excellence - Tippie College of Business, 2018 - 2019
  • Sheth Foundation Doctoral Consortium Distinguished Consortium Faculty - American Marketing Association, 2018
  • Sheth Foundation Doctoral Consortium Distinguished Consortium Faculty - American Marketing Association, 2017 - 2014
  • Sheth Foundation Doctoral Consortium Distinguished Consortium Faculty - American Marketing Association, 2017
  • Wendell Smith Award for Research Excellence - Tippie College of Business, 2016

Selected Publications

  • Pyrah, B., Wang, J., Li, Y., & Xie, Y. (In Press). (2025). The Slang Paradox: Connecting or Disconnecting with Consumers?. Journal of Marketing Research.
  • Cole, C. & Hu, B. (2025). How loneliness affects consumers' reluctance to let go of used possessions. Psychology and Marketing. 42 (1) pp. 127-141.
  • Kristof-Brown, A., Hong, B., & Wang, J. (In Press). (2024). Burnout: Five Misconceptions and a Person-Environment Fit Approach to Tackling It. California Management Review.
  • Wang, J., Hong, J., & Zhou, R. (2018). How Long Did I Wait? The Effect of Construal Levels on Consumers’ Wait Duration Judgments. Journal of Consumer Research.
  • Jiao, J. & Wang, J. (2018). Can Lonely People Behave Morally? The Joint Influence of Loneliness and Empathy on Moral Identity. Journal of Consumer Psychology.
  • Wang, J. & Cole, C. A. (2016). The Effects of Age and Expertise on Product Evaluations: Does the Type of Information Matter? Management Science.
  • Sinha, J. & Wang, J. (2013). How Time Horizon Perceptions and Relationship Deficits Affect Impulsive Consumption. Journal of Marketing Research. 50 (5) pp. 590-605.
  • Nam, M., Wang, J., & Lee, A. Y. (2012). The Difference between Differences: How Expertise Affects Diagnosticity of Attribute Alignability. Journal of Consumer Research. 39 pp. 736-50.
  • Wang, J., Zhu, J., & Shiv, B. (2012). The Lonely Consumer: Loner or Conformer? Journal of Consumer Research. 38 (6) pp. 1116-1128.
  • Wang, J. & Calder, B. J. (2009). Media engagement and advertising: Transportation, matching, transference and intrusion. Journal of Consumer Psychology. 19 (3) pp. 546-555.

Selected Presentations

  • "Privileged and Picky: How a Sense of Disadvantage or Advantage Influences Consumer Pickiness Through Psychological Entitlement," Guest/Invited Speaker at BOSTON AREA MARKETING SCHOLARS RESEARCH CONFERENCE, May 2025.
  • "Privileged and Picky: How a Sense of Disadvantage or Advantage Influences Consumer Pickiness Through Psychological Entitlement," Guest/Invited Speaker at University at Buffalo, The State University of New York, May 2025.
  • "Privileged and Picky: How a Sense of Disadvantage or Advantage Influences Consumer Pickiness Through Psychological Entitlement," Guest/Invited Speaker at Northwestern University, May 2025.
  • "Privileged and Picky: How a Sense of Disadvantage or Advantage Influences Consumer Pickiness Through Psychological Entitlement," Guest/Invited Speaker at University of California-Irvine, April 2025.
  • "Breaking the Cycle: Addressing Gaming Disorders, Loneliness, and Online Purchases," Poster at Association of Consumer Research North American Conference, September 2024.
  • "Privileged And Picky: How Entitlement Impacts Product Acceptance Range of Advantaged vs. Disadvantaged Consumers," Accepted Speaker at Association for Consumer Research, October 2023.
  • "The Paradox of Ownership: How Non-Fungible Tokens (NFTs) Affect Consumer Behavior," Accepted Speaker at Association for Consumer Research, October 2023.
  • "NFTs from a Consumer Perspective," Accepted Speaker at Association for Consumer Research, July 2023.
  • "NFTs from the Consumers’ Perspective," Accepted Speaker at Society for Consumer Psychology, March 2023.
  • "The Psychological Entitlement of (Dis)Advantaged Consumers," Accepted Speaker at Society for Consumer Psychology, March 2023.

Selected Grants & Contracts

  • Wang, J. (Co-Principal). Social Impact Community Research Grant. Tippie College of Business. Funded. January 2025 - December 2025.
  • Wang, J. (Investigator). Social Impact Community (SIC) Small Grants. Tippie College of Business. Funded. December 2023 - December 2025.
  • Wang, J. (Principal Investigator). Tippie Research Excellence Grant. Tippie College of Business. Funded. January 2019 - December 2019.
  • Wang, J. (Principal Investigator). Center for Asian and Pacific Studies Research Grant. University of Iowa. Funded. January 2010 - December 2010.
  • Wang, J. (Principal Investigator). International Travel Grant. University of Iowa. Funded. January 2010 - December 2010.
  • Wang, J. (Principal Investigator). International Travel Grant. University of Iowa. Funded. January 2009 - December 2009.
  • Wang, J. (Principal Investigator). International Travel Grant. University of Iowa. Funded. January 2009 - December 2008.
  • Wang, J. (Principal Investigator). Center for Asian and Pacific Studies Research Grant. University of Iowa. Funded. January 2008 - December 2008.

Editorial & Review Activities

  • Editorial Board Member, Journal of Consumer Psychology, January 2022.
  • Area Editor, Journal of the Academy of Marketing Science, February 2021.
  • Associate Editor, Journal of Consumer Psychology - Special Issue: Special Issue, January 2018 - August 2021.
  • Editorial Board Member, Journal of the Academy of Marketing Science, August 2015 - January 2021.
  • Associate Editor, Journal of Consumer Psychology - Special Issue: Special Issue, March 2014 - April 2015.