University of Southern California

He Jia
Ph.D. Student in Marketing

USC Marshall School of Business
Los Angeles, CA 90089-0808

MA, BA, Nanjing University


He (Michael) Jia is a Ph.D. student in marketing, studying consumer behavior. His current research interests include product aesthetics and self-customization. He has served as an ad hoc reviewer for ACR, SCP, and EACR conferences.


Park, C. W., Eisingerich, A., and Jia, H. (2014) "Examining the Relative Profit Contributions of Product Versus Brand Extensions in B2B and B2C Markets,".
Jia, H., Pol, G., and Park, C. W. (2014) "I’ll Keep the Cuddly One: Effects of Visual Cuteness versus Elegance on Product Retention,".