Contact Information

Kellogg School of Management

2001 Sheridan Road

Evanston, IL 60208-2001

Personal Website:



Jingjing Ma

Ph.D. Candidate


Ph.D., Marketing, 2015 (Expected)
M.S., Marketing, 2012
Kellogg School of Management, Northwestern University, USA

M.S., Management, 2008
Anderson School of Management, University of California, Los Angeles, USA

M.S., Economics, 2006
B.S., Economics, B.A., History, 2003
Peking University, Beijing, China


About Jingjing Ma

Jingjing Ma is a doctoral candidate in marketing at Kellogg School of Management. Her research interests fall within the area of judgment and decision making. She combines laboratory and field experiments as well as eye-tracking techniques and secondary data analysis in order to study people’s decision-making processes and their post-decision affective and behavioral responses. Her primary research focus and her dissertation are on the impact of maximizing on decision making and post-decision satisfaction. She also studies the impact of numerical information on judgment and decision making, self-identity and consumer behavior, and sex in advertising. Her research in marketing and consumer behavior has appeared in leading scholarly journals, such as Journal of Consumer Research, and has been featured in several media outlets including The Wall Street Journal, The Atlantic, Scientific American, Psychology Today, and Quartz.

Curriculum Vitae (click to download)
(PDF 90 KB / 10 pages)

Dissertation Research: The Maximizing Mindset (click for details)

Research Interests: Judgment and Decision Making, Consumption Satisfaction, Compensatory Consumption, Self-Identity and Consumer Behavior, and Eye-Tracking

Published Articles: (click to download all three writing samples)

Ma, Jingjing and Neal J. Roese (2014), “The Maximizing Mindset,” Journal of Consumer Research, 41 (1), 71-92.

Ma, Jingjing and Neal J. Roese (2014), “The Dander of Touting a Product as the Best,”Harvard Business Review, 92 (10), 28.

Ma, Jingjing and Neal J. Roese (2013), “The Countability Effect: Comparative versus Experiential Reactions to Reward Distributions,” Journal of Consumer Research, 39 (6), 1219-33.

Ma, Jingjing and Neal J. Roese (2013), “The Surprising Power of (a Lack of) Numbers,”The European Financial Review (Lead Story), October/November, 40-42.

Ma, Jingjing, Shi Zhang, and Lee Zhang (2009), “Effect of Brand Information on the Compatibility of Consumer Regulatory Focus, Decision Task, and Product Preference (in Chinese),”Journal of Marketing Science, 5(1), 13-26.

Ma, Jingjing, Xinxin Ma, and Lee Zhang (2008), “Preference Asymmetry Between Utilitarian and Hedonic Products in Acquisition and Forfeiture: Compact Disc versus Music CD (in Chinese),”Journal of Marketing Science, 4(1), 87-107.

Zhang, Lee and Jingjing Ma (2006), “Consumption Experience, Cultural Meaning, and Fishbein Model (in Chinese),”Journal of Marketing Science, 2(3), 30-43.

Under Review:

Ma, Jingjing and Neal J. Roese, “Countability and Rationality in Financial Decisions,” Revising for 2nd round review at Journal of Experimental Psychology: General.

Ma, Jingjing, Ying Wang, and Neal J. Roese, “The Impact of Maximizing Mindset on Decision Time,” Revising for 2nd round review at Journal of Consumer Research.

Ma, Jingjing and David Gal (equal author), “When Sex and Romance Conflict: The Impact of Sex in Advertising on Preference for Romantically-Linked Products and Services,” Revising for 2nd round review at Journal of Marketing Research.

Working Papers:

Ma, Jingjing, Ryan Hamilton, and Alexander Chernev, “The Unexpressed Self: The Impact of Restricting Freedom of Speech on Brand Preferences,” Revising for resubmission at Journal of Marketing Research.

Ma, Jingjing, David Gal, and Kent Grayson, “Failure to Compensate: Why Cross-Domain Affirmations Do Not Always Alleviate Identity Threats?” Revising for resubmission at Journal of Consumer Research.

Ma, Jingjing and David Gal, “He’s Just Not That into Anyone: The Impact of Sex Fantasy on Attraction,” Revising for resumbmission at Psychological Science.

Ma, Jingjing, Ying Wang, and Neal J. Roese, “The Impact of Maximizing on Variety Seeking: An Investigation in the Lab and Field across China and the U.S.,” Preparing for sumbmission at Journal of Marketing Research.

Ma, Jingjing and Alexander Chernev, “The Impact of Usage Frequency on Lifestyle Branding”.

“Choosing the Best Brings Out the Worst: How Maximizing Increases Cheating,” with Caroline Roux and Kelly Goldsmith.

Selected Work in Progress:

“The Impact of Maximizing on Online Product Search: An Eye-Tracking Study of Consumers’ Online Car Searching Behavior,” with Ying Wang and Neal J. Roese, Data analysis and modeling.

“One More Reason that Maximizers are Unhappy: Psychological (e.g., subjective rating and face matching) and Physiological (e.g., binocular rivalry, skin conductance, pupil dilation, and facial expression) Discrepancy in Assessing Olfactory Product Experience,” with Ying Wang (Funded by a leading consumer goods company), Data collection.

“When Attention Leads to Inattention: An Eye-Tracking and Facial Expression Recognition Study of Sex in Advertising,” with David Gal and Ying Wang, Data collection.

“When Maximizing Leads to Doing Better and Feeling Good,” with Yangjie Gu, Finished 4 studies.

“Gender Identity and Environmental Products,” with Aaron Brough, David Gal, Mathew Issac, and Jim Wilkie, Finished 3 studies.

“The Impact of Maximizing on the Disassociation between Wanting and Liking,” with Miguel Brendl, Data collection.

“Hidden Preference: The Stronger I like The Brand, The Less Likely I Purchase It,” with Sharon Shavitt, Data collection.

Selected Honors and Awards:

Fellow, AMA-Sheth Foundation Doctoral Consortium, 2014
Fellow, Haring Symposium, Indiana University, 2013
Best Student Poster Award, SJDM, Seattle, WA, 2011
Fellowship, Kellogg School of Management, Northwestern University, 2010-present
Anderson Fellowship, UCLA Anderson School of Management, 2006, 2007
Challenge Cup Paper Award, Peking University, China, 2005
Guanghua Graduate Scholarship, Peking University, China, 2004
Yang Naiying Scholarship, Peking University, China, 2002
Guanghua Undergraduate Scholarship, Peking University, China, 2001
Freshman Scholarship, Peking University, China, 2000                                               

Professional Service

Trainee Reviewer, Journal of Consumer Research, 2013-present
Conference Reviewer, Association for Consumer Research Conference, 2011, 2013
Conference Reviewer, Society for Consumer Psychology Conference, 2013

Selected Media Coverage:

The Wall Street Journal: Happiness? When It Comes to Rewards, Don't Count On It
The Atlantic: The Agony of Perfectionism
Scientific American: Cash Rewards Might Make Us Unhappy
Psychology Today: Numbers Can Influence Satisfaction with Purchases
Business Insider: People Just Compare Their Cash Bonuses, And Usually End Up Unhappy
Quartz: How to Get a Bigger Bonus: Don’t Ask for It in Cash
Examiner: Are You A High Achiever?
Examiner: Psychology of More for Your Money
Science Daily: Are You A High Achiever?
Science Daily: Rewards Programs: When Do Consumers Compare Experience Over Value?
Kellogg Insight: Excessive Expectations
Kellogg Insight: Would You Like Your Bonus in Cash or Cake?
Business Standard: Always Aiming Too High in Life Can Leave You Dissatisfied Even with Best Products Are You A High Achiever? Even the Best Products Might Leave You Dissatisfied. Rewards Programs: When do Consumers Compare Experience over Value?
EurekAlert!: Rewards Programs: When do Consumers Compare Experience over Value?
Atelier: Customer Reward Programmes: Are Non-Monetary Gifts More Effective than Cash
McKnight’s: High Achievers May be More Prone to Product Dissatisfaction
Sina: China Economics Annual Conference


Neal Roese (Advisor)
Alexander Chernev
Kent Grayson
David Gal
Ryan Hamilton 

Kellogg School of Management
2001 Sheridan Road
Evanston, IL 60208-2800