•  6
    We explore the effectiveness of virtual influencers in promoting self-improvement products. Four studies demonstrate that compared with human influencers, virtual influencers can increase consumers’ self-improvement product preferences because of the realistic threats depicted by virtual influences. Moreover, this effect weakens or disappears when consumers and influencers are in a cooperative relationship, or when consumers are self-affirmed. By innovatively exploring virtual influencers’ impac…Read more
  •  17
    With the global pandemic of COVID-19, it has been striking psychological burdens on individuals. Under this background, more and more people get wellbeing by watching live broadcasts. However, the psychological mechanism behind this phenomenon is still a black box. This study finds that when people watch a live broadcast and interact with anchors and other people, an interaction ritual chain is formed, and emotional energy is generated, thus making people experience and understand the meaning of…Read more
  •  40
    Believing in Karma: The Effect of Mortality Salience on Excessive Consumption
    with Siyun Chen, Haiying Wei, and Yaxuan Ran
    Frontiers in Psychology 10. 2019.