Prof. Jiang’s research interests are in the area of consumer psychology. Most of his research involves how consumers' judgments and decisions are shaped by social influence, self concepts, and visual marketing information. Prof. Jiang is one of the top 50 most productive marketing scholars in the world. His research has appeared frequently in top-tier academic journals, such as the Journal of Personality and Social Psychology, Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Strategic Management Journal. Prof. Jiang serves as an associate editor for the Journal of Marketing, Journal of Consumer Psychology, and International Journal of Research in Marketing. He was awarded the NSFC Distinguished Young Scholar in 2025, the Marketing Science Institute (MSI) Scholar in 2020, the JCR Outstanding Reviewer Award in 2019, the MSI Young Scholar in 2015, and the AMA-Sheth Doctoral Consortium Fellow in 2008.