Innovation Entrepreneurship and Management
LI Yiyuan

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Curriculum Vitae(简历)


Li Yiyuan


CONTACT   (联系方式)

Southwest   Jiaotong University

Fax:+86   -28-87600543

School   of Economics and Management

Department   of Innovation, Entrepreneurship and Management   /

No.111,   North Erhuan Road, Chengdu, China 610031

EDUCATION   (教育背景)

A. Ph.D.Southwest University,   China, 2013

B. M.A. Southwest University, China, 2006

C. B. A. Southwest Normal   University, China, 2001


A. Assistant   Professor, School of Economics and Management, Southwest Jiaotong University,   07/2013-now

A. Assistant Professor, Department of Applied   Psychology, Mianyang Normal University, 07/2006 to 06/2013


Consumer Behavior, Emotion and   Altruism, Cognitive Neuroscience


[1]   Yiyuan Li, Ruiming Wu, Xingwang Hu, Hong Li, and Philip David Zelazo. The   Development of Executive Function in Deaf Children: Comparing with Normal   Children. Acta Psychologica Sinica 38 (2006): 356-364.

[2] Hong Li, Yiyuan Li. The Relationship   between Executive Function and Theory of Mind. Journal of Southwest China   Normal University (Humanities and Social Sciences Edition). 31 (2005): 21-25.

[3] Yiyuan Li, Kang Lee, Jean Decety,   andHong Li. Experiencing a Natural Disaster Alters Children’s Altruistic   Giving. Psychological Science. 24 (2013): 1686-1695.

[4] Yiyuan Li, Fuhong Li, Jie Chen, andHong   Li. An ERP Study on the Understanding of the Distinction between Real and   Apparent Emotions. Neuroscience Letters. 529 (2012): 33-38

[5] Yiyuan Li,Hong Li. Is work memory an   entity of EFs? Developmental processes.28th International Congress of   Psychology. August 8-13, 2004, Beijing, China. p490

[6] Ting Zhang, Qin Zhang, Yiyuan Li, Changquan Long,& Hong Li. Belief and sign, true and false:   the unique of false belief reasoning. Experimental Brain   Research. 231(2013): 27-36.

[7] Bihua Cao, Yiyuan Li, Fuhong Li,   andHong Li. Electrophysiological Difference Between Mental State Decoding and   Mental State Reasoning. Brain Research. 1464 (2012): 53-60. (co-first author)

[8] FuhongLi, BihuaCao, YiyuanLi, DeakGedeon, andHong Li. The Law of Large Number on   Children’s Diversity Reasoning. Thinking and Reasoning, 15 (2009): 388 – 404

[9] Yiyuan Li, Kang Lee, Hong Li, andJean   Decety.Children Show the In-group Favoritism in the Altruistic Giving towards   Natural Disasters. International Journal of Psychology. 51(2016): 340.

[10] Yiyuan Li. Compulsory donation   astricts the children’s altruistic giving in the natural disaster. 23rd   Biennial Meeting of the International Society for the Study of Behavioral   Development. July 8-13, 2014, Shanghai, China

[11] Yan Gu, Xueping Hu, Weigang   Pan, Chun Yang, Lijun Wang, Yiyuan Li, and Antao Chen.   Neural Activities Underlying Feedback Express Salience Prediction Errors for   Appetitive and Aversive Stimuli. Scientific Reports. 6(2016): 1-11.

[12]   Taofeng Liu, Yiyuan Li, Wei Li, & Zhongrong Zhou. Influence of the Height   of Deterministic Texture Surface on the Tactile Perception of Fingertip.   Journal of Southwest Jiaotong University. 3(2018): 1-11.

[13] Xue   Zhou, Jiliang Mo, Yiyuan Li, Jingye Xu, Xin Zhang, Shuang Cai, & Zhongmin   Jin*. Correlation between Tactile Perception and Tribological and Dynamical   Properties for Human Finger under Different Sliding Speeds. Tribology   International. 3(2018):286-295.

[14]   Shimeng Hui, Yiyuan Li*. Risk-Taking Bias Underlying Poverty. (Forthcoming,   2018)

[15] Yan   Mao, Yiyuan Li*, and Yongjian Li. Incidental Emotion Modulates Human’s   Altruistic Punishment in the Third-Party Dictator Game. (Contributed, 2018)

[16]   Yiyuan Li & Qimei Chen*. Consumers might Punish Companies that Treat   Employees Harshly: Moderated by Gender and Incidental Emotions. (Preparing)

[17]Yiyuan   Li, Qimei Chen*, and Dexin Zhang. Subjective Well-being Alters Consumer   Purchase Intention. (Preparing)

[18]Yiyuan Li, Qimei Chen*, Shan Gao, and   Dezhong Yao*. The Neural Correlates Underlying the impacts of Well-being on   Consumer Purchase Intention. (Preparing)


[1]   Yiyuan Li. Chapter 3. Theoretical schools of developmental psychology. In   Hong Li. Child Psychology. People’s Education Press. (“Eleventh   Five-year-Plan” key textbook). 2007. ISBN:9787107197727.

[2] Yiyuan Li. Chapter 8. Common mental disorders and disability in children. In   Xuemei Gao. Children’s mental health and health-care. 2009, Southwest Normal   University Press. ISBN:9787562146179.


[1] “A   Developmental and Mechanism Study on Disaster-Altruism”, The National Natural   Science Foundation of China, NSFC-31300861, 2014-2016, Principal   Investigator.

[2] “The   Mental Mechanism of Children’s Altruism in Disaster Zone of 2008 earthquake”,   The Key Research Base of Philosophy and Social Sciences of Sichuan Province,   China, SCXL-82014, 2008-2010, Principal Investigator.

[3] “The influence mechanism of consumer   sentiment on satisfaction and brand loyalty in online giveaway promotion”.   The Ministry of education of Humanities and Social Science project   (18XJA630001), 2018- 2021CO-Principal   Investigator.


Consumer behavior


Organizational   Behavior and Human Resource Management