Pei, Siqi

Pei, Siqi

Assistant Professor

ABOUT ME

I am an Assistant Professor of Marketing at the Eli Broad College of Business, Michigan State University. My research focuses on the digital economy, influencer marketing, automotive marketing, and human–AI interactions, with a broader interest in how emerging technologies shape consumer behavior and social welfare.

I employ field experiments, causal inference, and machine learning to generate insights that inform both marketing strategy and policy.

My work has been published in leading journals such as Information Systems Research and Management Science, and has received multiple awards, including the WISE Best Paper Award. I have also collaborated with industry partners such as Nissan and Secoo on projects related to digital transformation and consumer decision-making.

If you are interested in collaborating with me or working with me as a research assistant, please feel free to contact me at peisiqi@msu.edu.

ACADEMIC APPOINTMENTS

Michigan State University, Eli Broad College of Business

Shanghai University of Finance and Economics, College of Business

Massachusetts Institute of Technology, MIT Sloan School of Management

EDUCATION

Chinese University of Hong Kong, CUHK Business School

Jilin University, Business School

RESEARCH INTERESTS

SELECTED INDUSTRY COLLABORATIONS

PUBLICATIONS (*corresponding author)

  1. Jialu Liu, Siqi Pei*, and Michael Zhang, “Online Food Delivery Platforms and Female Labor Force Participation”, Information Systems Research, 35(3), 1074-1091.
    • Winner, 2020 WISE Best Paper Award

  2. Jialu Liu, Siqi Pei*, and Michael Zhang, “Indirect Value of Public Infrastructure Technology”, Management Science, 71(8), 6319–6338.

  3. Wen Wang, Siqi Pei, and Tianshu Sun, “Unraveling Generative AI from A Human Intelligence Perspective: A Battery of Experiments”, Forthcoming, Information Systems Research

PUBLICATIONS (*corresponding author)

  1. Keyan Li†, Zelin Li†, Siqi Pei†, and Feng Yang, “Selling the Haggle.” Major Revision, Management Science.

    † Authors contributed equally.

WORKING PAPERS

  1. “When AI Does Not Talk to Customers: A Randomized Field Experiment on GenAI as a Hidden Coach,” with Shasha Cao, Raghu Santanam, and Hang Wei.

  2. “Restructuring Frontline Communication: Evidence from a Field Experiment on Low-Tech Marketing Tools,” with Yifan Pan, Hongshen Sun, and Hang Wei.

  3. “AI-Augmented Platforms in Marketing: A System-Level Review and Research Roadmap for Self-Adaptive Marketing Systems,” with Janhavi Venkatesh and Hang Nguyen.

  4. “Task-Contingent Value of Generative AI in Frontline Sales: Evidence from Automobile Retailing,” with Shasha Cao.

  5. “Differentiation under AI Pressure: Creator Adaptation to Assistive vs. Substitutive Generative AI,” with Junni Chen, Mengyang Sun, and Qi Sun.

  6. “Cryptocurrency ATM Regulations and Retail Spillovers in the U.S. Convenience Store Industry,” with Hang Nguyen.

  7. “When Fewer Leads Are Better: Channel Purification in Multichannel Marketing,” with Shasha Cao, Yifan Pan, and Hang Wei.

  8. “Zoom In, Click Out: Unlocking and Evaluating the Potential of Zooming for GUI Grounding,” with Zhiyuan Jiang, Shenghao Xie, Wenyi Li, Wenqiang Zu, Peihang Li, Jiahao Qiu, Lei Ma, Tiejun Huang, Mengdi Wang, and Shilong Liu.

  9. “Facial Recognition Bans and U.S. Consumer Behavior: Balancing Retail Security and Privacy,” with Hang Nguyen and Forrest Morgeson.

  10. “Content Management Policy and Influencer Marketing on Social Media Platforms: A Study of Shopping Links in Sponsored Content,” with Junni Chen, Qi Sun, and Yong Liu.

RESEARCH AWARDS AND GRANTS

TEACHING EXPERIENCE

CONFERENCE PRESENTATIONS AND INVITED TALKS

PROFESSIONAL SERVICES

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