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)

Ein-Gar, Danit, Jingjing Ma, Liat Levontin, and Tehila Kogut (forthcoming), “Helping a Boy or a Girl? The Effect of Recipient’s Gender and Donor’s Culture on Donation Decisions,” Journal of Behavioral Decision Making.

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

Mo, Zichuan, Jingjing Ma*, and 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.

赵远婕，马京晶*，莫子川 (2024)，“互联网“捐赠箱”效应：增加“捐赠箱”对个体互联网捐赠意愿的影响,”心理学报, Vol. 56, No. 7, 1-21。

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.

Yag, 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.

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”

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.

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

马京晶，莫子川，石晓伟 (2020)，“负面社会推理对消费者购买行为的影响,” 南开管理评论， 23(2), 155-166.

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. Issac, 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.

其他论文发表

Wang, Jiashu, Jingjing Ma*, Ming Hsu, and Haiyang Yang (2024), “When CSR Backfires: When and Why Certain CSR Behaviors Could Boost Brand Image but Hurt Product Evaluation”, Advances in Consumer Research, v.52.

Ma, Jingjing, Zichuan Mo*, Haiyang Yang (2023), “The Knowledgeable Maximizer”, Advances in Consumer Research, v.51.

Ma, Jingjing, Zichuan Mo*, Yuanjie Zhao (2021), “When Lifestyle Advertising Hurts Luxury Brands”, Advances in Consumer Research, v.49.

Ma, Jingjing*, Yu Lin, and Danit Ein-Gar (2019), “Charitable Maximizers: the Impact of the Maximizing Mindset on Charitable Behavior”, Advances in Consumer Research, v.47, 760-761.

Fei, Jin, Jingjing Ma*, and David Dubois (2019) , “When Intention to Share Increases Variety-Seeking: the Role of Self-Enhancement”, Advances in Consumer Research, v.47, 666-668.

Ma, Jingjing*, Kent Grayson, and David Gal (2017), “Increasing PSA Effectiveness: Two Routes from Self-Threat to Message Acceptance,” Advances in Consumer Research, v.45, 764-765.

Ma, Jingjing* and David Gal (2016), “He’s Just Not That Into Anyone: The Impact of Sex Fantasy on Attraction,” Advances in Consumer Research, v.44, 545-545.

Ma, Jingjing*, Ryan Hamilton, and Alexander Chernev (2015), “The Impact of Usage Frequency on Lifestyle Branding,” Advances in Consumer Research, v.43, 142-146.

Ma, Jingjing*, Ying Wang, and Neal J. Roese (2014), “The Impact of the Maximizing Mindset on Decision Time,” Advances in Consumer Research, v.42, 590-591.

Ma, Jingjing* and Neal J. Roese (2013), “The Maximizing Mindset,” Advances in Consumer Research, v.41, 181-185.

Ma, Jingjing* and Neal J. Roese (2012), “The Countability Effect: Comparative versus Experiential Reactions to Reward Distributions,” Advances in Consumer Research, v.40, 106-111.

Ma, Jingjing*, Ryan Hamilton, and Alexander Chernev (2012), “The Unexpressed Self: The Impact of Restricting Freedom of Self-Expression on Brand Preferences,” Advances in Consumer Research, v.40, 95-100.

Ma, Jingjing* and Shi Zhang (2009), “Choosing Between American and Chinese Brands,” Advances in Consumer Research, v.36, 896-897.

Ma, Jingjing* and Shi Zhang (2008), “On the Compatibility of Orientation, Task, and Preference: The Role of Brand Information,” Advances in Consumer Research, v.35, 895-896.

Ma, Jingjing*, Lee Zhang, and Xinxin Ma (2007), “Affect without Cognition,” Advances in Consumer Research, v.34, 389-391.

马京晶*、张实、张黎 (2009), “品牌信息对消费者目标取向、决策任务和产品类型偏好三者间匹配性的影响作用,” 营销科学学报, 5 (1), 13-26.

马京晶*、马欣昕、张黎 (2008), “选择与放弃中对产品实用性和享乐性的不同偏好－以电脑光盘和音乐CD为例,” 营销科学学报, 4 (1), 107-119.

张黎、马京晶* (2006), “消费经验、文化意含与Fishbein模型,” 营销科学学报, 2 (3), 30-43.