Our Faculty

headshot of Jenny Jiao

Jenny Jiao

Assistant Professor

School of Management


Jinfeng (Jenny) Jiao is an Assistant Professor of Marketing at Binghamton University's School of Management. She received her Ph.D. in Marketing from the University of Iowa in 2015. She also holds an MBA and a master’s degree in political science from Virginia Tech. Prior to her academic career, she worked at Hill+Knowlton Strategies in Beijing as an assistant consultant for HP public relations in the Asia Pacific area.

Jenny’s broad research interests include consumer decision making and emphasize (1) how emotions (e.g., pride, inspiration, and surprise) influence consumer well-being, (2) the interactive roles of self, brand, and identity, and (3) the factors that influence goal persistence, especially in the context of social media. Her research has been published in the Journal of Consumer Psychology, Journal of Business Ethics, Journal of Business Research, Journal of Retailing and Consumer Services, and Journal of Consumer Behaviour. She has presented her works at the Association for Consumer Research (ACR), the Society of Consumer Psychology (SCP), and the Society of Judgment and Decision Making Conference (SJDM).

At Binghamton University and the University of Iowa, Jenny has taught courses in consumer behavior, social media marketing, marketing analytics, marketing strategy, and marketing research. She has won the SOM faculty teaching honor roll and has experience teaching Ph.D. seminars, as well as MBA and undergraduate courses. 

Jenny also leads and manages the Consumer Decision Making Lab at Binghamton University.


  • BS, University of International Relations
  • MS, Virginia Tech
  • MBA, Virginia Tech
  • PhD, University of Iowa

Research Interests

  • Self and Brand
  • Emotion
  • Loneliness
  • Financial Decision Making
  • Social Media Engagement

Teaching Interests

  • Social Media Marketing
  • Digital Marketing
  • Consumer Behavior

Research Profile

Related News Stories

Curriculum Vitae

Curriculum Vitae