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Charis Li


Assistant Professor
Assistant Professor to department Marketing
Doctorate of Philosophy, Business Administration-Marketing, University of Florida

Areas of expertise

  • Consumer Behavior

Charis Li (PhD) has a background in behavioral economics and earned her PhD in Marketing from the University of Florida in the US in 2019. She joined Grenoble Ecole de Management in 2020 and previously taught at Xiamen University in China.

She published on the topic of consumer generosity and continues to study consumer social responsibility. Her other research focus seeks a deep understanding of consumers’ cognitive and emotional responses to the history and other meanings of material objects. She studies how such meanings change people's evaluation of an object, and their rentention, disposal, and recirculation decisions. Her work has been published in Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, and the Handbook of the Sharing Economy. She is a regular presenter at the Association for Consumer Research (ACR) and the Society for Consumer Psychology (SCP) Conferences, and an ad-hoc reviewer for Management Science and Organizational Behavior and Human Decision Processes.

At GEM, Charis is also affiliated with the Economic Peace Chair, where she will work with student associations to develop evidence-based outreach programs to promote economic peace in communities and businesses. She teaches sustainability-related master-level classes, where she encourages students to challenge capitalist norms of mass production and overconsumption and inspires them to create sustainable solutions to consumer problems. 

    • Sustainable Luxury and Design - Since 2022
    • Sustainable Marketing for Businesses, Consumers and Society - Master - Since 2021
    • Perspectives on Consumer Behavior - PhD - Since 2021
    • E-Commerce - Since 2021