Jessie Zhisui Jia

I am a Ph.D. candidate in Marketing (Consumer Behavior) at Kellogg School of Management, Northwestern University. 

I study how consumers perceive themselves and make decisions in digital environments. My research explores how cues like audience size and algorithmic personalization influence self-perception, motivation, and subsequent behaviors. 

A recent manuscript investigating the impact of audience size on individual goal adherence has just been invited for second‐round revision by the Journal of Consumer Research. 

I am on the 2025-26 academic job market.