马京晶是北京大学国家发展研究院的管理学副教授（长聘）、博士生导师、木兰学者、北京大学全球女性领导力研究中心主任。她于2015年在凯洛格商学院市场营销系获取博士学位。她的主要研究领域包括消费者行为与决策，公益行为与决策，心理健康与幸福。马京晶的研究成果曾被发表在世界顶尖级学术期刊上，其中Journal of Consumer Research，Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, and Harvard Business Review. 马京晶的学术成果曾被国内外多家权威媒体报道，其中包括福布斯、世界经济论坛、华尔街日报 、当代心理学、新华社、人民日报、光明日报等。

代表性论文发表(* 通讯作者)

Ma, Jingjing, Yuanjie Zhao, and Sky Liang* (2025), “Too Painful to Donate: Why Don’t People Donate to Critical Illness Causes?” Journal of Marketing. https://doi.org/10.1177/00222429251365531

Mo, Zichuan, Jingjing Ma*, Ryan Hamilton, and Yuanjie Zhao (2025), “When Compensatory Consumption Backfires: The Asymmetry Effect of Self-Threat on Consumption Preference and Satisfaction,” Journal of Business Research, 186, 115013. https://doi.org/10.1016/j.jbusres.2024.115013

Ein-Gar, Danit, Jingjing Ma, Liat Levontin, and Tehila Kogut (2025), “Helping a Boy or a Girl? The Effect of Recipient's Gender and Donor's Culture on Donation Decisions”, Journal of Behavioral Decision Making, 38(4). https://doi.org/10.1002/bdm.70040

Ma, Jingjing*, Yu Lin*, and Danit Ein-Gar (2023), “Charitable Maximizers: The Impact of the Maximizing Mindset on Donations to Human Recipients,” International Journal of Research in Marketing, 40 (2), June 2023, 417-434.

Ma, Jingjing, Yuanjie Zhao, and Zichuan Mo* (2023), “Dynamic Luxury Advertising: Using Lifestyle versus Functional Advertisements in Different Purchase Stages,” Journal of Advertising, 52 (1), 39-56.

Yang, Haiyang and Jingjing Ma* (2022), “Post-COVID-19 Distress and Unhealthy Consumption Behavior,” Journal of Mental Health, 32 (6), 1080-1085.

Yang, Haiyang, Jingjing Ma, and Amitava Chattopadhyay (2021), “How Xiaomi Became an Internet-of-Things Powerhouse,” Harvard Business Review, Apr. 26.

   Harvard Business Review (Russian Edition): “Как Xiaomi стала IoT-гигантом”

   Harvard Business Review (Korean Edition): “샤오미가 사물인터넷 시장을 석권한 방법”

   Harvard Business Review (Chinese Edition): “小米成為物聯網巨擘的關鍵策略”

Ma, Jingjing, Zichuan Mo*, and David Gal (2021), “The Route to Improve the Effectiveness of Negative PSAs,” Journal of Business Research, 123, 669-682.

Yang, Haiyang and Jingjing Ma* (2021), “Factors Associated with Chinese Adults’ Vaccine Acceptance,” JAMA Health Forum, 2(7), e211466.

Yang, Haiyang and Jingjing Ma* (2021), “Relationship Between Wealth and Emotional Well-being Before, During, versus After a Nationwide Disease Outbreak: A Large-scale Investigation of Disparities in Psychological Vulnerability Across COVID-19 Pandemic Phases in China,” BMJ Open, 11(6), e044262.

Yang, Haiyang and Jingjing Ma* (2021), “How the COVID-19 Pandemic Impacts Tobacco Addiction: Changes in Smoking Behavior and Associations with Well-being,” Addictive Behaviors, 119, 106917.

Yang, Haiyang and Jingjing Ma* (2020), “How an Epidemic Outbreak Impacts Happiness: Factors that Worsen (vs. Protect) Emotional Well-being during the Coronavirus Pandemic,” Psychiatry Research, 289, 113045.

Goldsmith, Kelly*, Caroline Roux, and Jingjing Ma (2018), “When Seeking the Best Brings Out the Worst in Consumers: Understanding the Relationship between a Maximizing Mindset and Immoral Behavior,” Journal of Consumer Psychology, 28(2), 293-309.

Brough, Aaron R.*, James E. B. Wilkie, Jingjing Ma, Mathew S. Isaac, and David Gal (2016), “Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption,” Journal of Consumer Research, 43(4), 567-582.

Ma, Jingjing* and David Gal (2016), “When Sex and Romance Conflict: The Impact of Sexual Imagery in Advertising on Preference for Romantically Linked Products and Services,” Journal of Marketing Research, 53 (4), 479-496.

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

Ma, Jingjing* and Neal J. Roese (2014), “The Danger 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), 1219-1233.

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

工作论文

Wang, Jiashu, Adrianna Jenkins, Colin Camerer, Ming Hsu, and Jingjing Ma*, “Decomposing Cultural Differences in Behavior Toward Members of Different Social Groups,” under review at PNAS Nexus.

Wang, Jiashu, Adrianna Jenkins, Colin Camerer, Ming Hsu, and Jingjing Ma*, “Understanding and Predicting Stereotypes and Behaviors from Different Cultures,” to be submitted to PNAS.

Ma, Jingjing, Jiashu Wang, Ming Hsu, and Haiyang Yang, “The CSR Risk: When CSR Endeavors Boost Brand Image but Hurt Product Evaluation,” to be submitted to Journal of Marketing Research.

Ma, Jingjing* and Haiyang Yang, “The Imperative Effect: The Interplay of Power Distance Belief and Language Styles on Fundraising Performance,” to be submitted to Journal of Marketing Research.

Ma, Jingjing, Zichuan Mo*, and Haiyang Yang, “Multi-Item Purchase Decisions: The Interplay of Maximizing Tendency and Product Knowledge,” to be submitted to Journal of Consumer Research.

Jin, Fei, Jingjing Ma*, and David Dubois, “When and Why Exposure to Posting Cues Increases Variety Seeking,” to be submitted to Journal of Retailing.