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. Prof. Jiang is one of the top 50 most productive marketing scholars in the world (ranked #17 in 2024). His research has appeared frequently in top-tier academic journals, such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Personality and Social Psychology, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Strategic Management Journal, Organizational Behavior and Human Decision Processes, and Consumer Psychology Review. Prof. Jiang serves as an associate editor for the Journal of Consumer Psychology and the International Journal of Research in Marketing, a guest associate editor and editorial board member for the Journal of Consumer Research, and a co-editor for the Journal of the Association for Consumer Research special issue on pandemic-transformed economy. He was awarded the NSFC Distinguished Young Scholar in 2025, the Marketing Science Institute (MSI) Scholar in 2020, the Outstanding JCR Reviewer in 2019; the MSI Young Scholar in 2015, and the AMA-Sheth Doctoral Consortium Fellow in 2008.