Ruoou Li

2 catalog papers. Identity-linked publications and additional name matches are distinguished below.

ORCID: 0009-0002-4963-4664

University of North Texas

Publications

• The Effect of Gender-Neutral Marketing on Consumer Attribute Preference — Journal of Marketing Research 2025
• Mysterious Consumption: Preference for Horizontal (vs. Vertical) Uncertainty and the Role of Surprise — Journal of Consumer Research 2023 (name-matched, not ORCID-linked)