BIO

Charis Li is an Associate Professor of Marketing at the Norwegian School of Economics (NHH). Her research examines consumer behaviour at the intersection of individual decision-making and broader social outcomes, with particular interests in prosocial behaviour, sustainability, inequality, and marketplace ethics. She uses experimental, field, and interdisciplinary approaches to study questions including charitable giving, resource sharing, sustainable consumption, and collective action.

Before joining NHH, she was an Assistant Professor of Marketing at Grenoble Ecole de Management (GEM), where she also served as Academic Director of the DBA programmes in the United States, Switzerland, and Poland. Prior to GEM, she was an Assistant Professor of Marketing at Xiamen University in China.

Her research has been published in journals including the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Business Ethics, Organizational Behavior and Human Decision Processes, and Academy of Management Learning & Education. She holds a PhD in Marketing from the University of Florida, an MSc in Consumer Behavior and Family Economics from the University of Wisconsin–Madison, and a BSc in Marketing from Wuhan University.

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