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headshot of Jinfeng (Jenny) Jiao

Jinfeng (Jenny) Jiao

Assistant Professor

School of Management

Background

Jinfeng (Jenny) Jiao is an Assistant Professor of Marketing at Binghamton University's School of Management. She received her PhD 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 emphasizes (1) how emotions (e.g., pride, loneliness, or empathy) 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 (conditionally accepted) and as a book chapter in Consumer Psychology in a Social Media World. 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 University of Iowa, Jenny has taught courses in consumer behavior, social media marketing, marketing strategy, and marketing research. She has won SOM faculty teaching honor roll, and has experience teaching PhD seminars, as well as MBA and undergraduate courses.

Education

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

Research Interests

  • Self and Brand
  • Emotion
  • Financial Decision Making
  • Moral Judgment
  • Social Influence
  • Consumer Decision Making

Teaching Interests

  • Social Media Marketing
  • Digital Marketing
  • Consumer Behavior
  • Brand Strategy

Research Profile

Curriculum Vitae

Curriculum Vitae

Last Updated: 2/28/17