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Associate Professor Veronica Jiang

Associate Professor Veronica Jiang

Associate Professor
Business School
School of Marketing

As an Associate Professor at the School of Marketing within the UNSW Business School, I am deeply committed to reimagining and enhancing the educational experience for students of all backgrounds.

I received my PhD from the esteemed Guanghua School of Management at Peking University. My research is driven by a desire to unearth ways that elevate student learning experiences and catalyze meaningful behavioural changes. Presently, I am delving into two research ventures: 1) Harnessing the potential of virtual reality to augment education, and 2) Charting the course for refining and actualizing inclusive education practices.

Currently, I serve as the SDG Committee Chair at the UNSW Business School and hold the esteemed title of UNSW Diversity Champion for Disability. I am a fervent advocate for educational inclusivity. My dedication to this cause is evident in my proactive efforts to integrate Universal Design for Learning (UDL) principles at UNSW, as well as my initiatives to bolster digital accessibility and neuro-inclusion for the teaching and learning.

My contributions to聽inclusive education have earned me numerous accolades, including聽FT Responsible Business Education Award 2025, 2024 Innovation in Marketing Education Award (Runner-up) by the American Marketing Association, UNSW Award for Teaching Excellence 2023, and two ADCET Accessibility in Action Awards 2023.
E-mail
veronica.jiang@unsw.edu.au
  • Book Chapters | 2023
    Badiuzzaman M; Jiang V; Thakur S; Rahman S; Rahman MM, 2023, 'MOOCs to Bridge the Multilevel Digital Divide', in Goundar S (ed.), Massive Open Online Courses - Current Practice and Future Trends, IntechOpen, London, UK,
    Book Chapters | 2023
    Badiuzzaman M; Jiang Z; Thakur S; Rahman S; Mustaneer Rahman M, 2023, 'Perspective Chapter: MOOCs to Bridge the Multilevel Digital Divide', in Massive Open Online Courses - Current Practice and Future Trends, IntechOpen,
  • Journal articles | 2025
    Yu AH; Uncles M; Jiang Z, 2025, 'The process of co-creation in educational services: insights from interviewing co-creative actors in聽higher education', Journal of Service Theory and Practice,
    Journal articles | 2025
    Zhang X; Pan SL; Tim Y; Jiang Z, 2025, 'Designing an immersive virtual reality artefact for disability inclusion: an action design research', European Journal of Information Systems,
    Journal articles | 2023
    Cumming TM; Bugge ASJ; Kriss K; McArthur I; Watson K; Jiang Z, 2023, 'Diversified: promoting co-production in course design and delivery', Frontiers in Education, 8,
    Journal articles | 2023
    Jiang Z; Meltzer A; Zhang X, 2023, 'Using virtual reality to implement disability studies鈥 advocacy principles: uncovering the perspectives of people with disability', Disability & Society, 39, pp. 1 - 21,
    Journal articles | 2022
    Chaudhury S; Garg N; Jiang V, 2022, 'The Curious Case of Threat-awe: A Theoretical and Empirical Reconceptualization', Emotion, 22, pp. 1653 - 1669,
    Journal articles | 2021
    Jiang Z; Xu J; Gorlin M; Dhar R, 2021, 'Beautiful and Confident: How Boosting Self-Perceived Attractiveness Reduces Preference Uncertainty in Context-Dependent Choices', Journal of Marketing Research, 58, pp. 908 - 924,
    Journal articles | 2013
    Xu J; Jiang ZV; Dhar R, 2013, 'Mental Representation and Perceived Similarity: How Abstract Mindset Aids Choice from Large Assortments', Journal of Marketing Research, 51, pp. 548 - 559,
    Journal articles | 2011
    Zhang Y; Xu J; Jiang Z; Huang S-C, 2011, 'Been There, Done That: The Impact of Effort Investment on Goal Value and Consumer Motivation', Journal of Consumer Research, 38, pp. 78 - 93,
  • Conference Presentations | 2023
    Cumming T; McArthur I; Jiang V; Kriss K; Watson K; Saint-James Bugge A, 2023, 'Universal Design for Learning at an Australian University: Upskilling Educators', presented at UDLHE Digicon 2023 鈥 Multiple means of sharing UDL: from information to implementation, Online, 17 October 2023 - 19 October 2023,
    Conference Abstracts | 2023
    Jiang V; Melnyk V; Li W, 2023, 'Effectiveness of Framing in Advocacy Videos', in ANZMAC 2023 Conference Proceedings, Dunedin New Zealand, presented at Australian and New Zealand Marketing Academy Conference 2023, Dunedin New Zealand, 04 December 2023 - 06 December 2023,
    Creative Works (non-textual) | 2023
    McArthur I; Bugge A; Kriss K; Cumming T; Thiele K; Jiang V, 2023, ADA x Health STORYBOX, ADA x Health, UNSW, 23 October 2023 - 17 November 2023, medium: Digital Installation, at: /arts-design-architecture/our-research/ada-x-health?mc_cid=cc57864c43&mc_eid=4f33a53c19
    Conference Papers | 2022
    Chaudhury S; Garg N; Jiang V, 2022, 'Betting on Myself: Awe-induced Diminished Self-size Reduces Financial Risk-taking', in Proceedings of the Society for Consumer Psychology, Society for Consumer Psychology, Virtual, presented at Society for Consumer Psychology Conference, Virtual
    Conference Papers | 2022
    Jiang V; Yu H; Uncles M, 2022, 'Examination of Social Presence and Co-Creation in Learning Services: The Moderating Roles of Stage of Learning and Power Distance Belief', in ANZMAC 2022 Conference Proceedings, Perth, Australia, pp. 536 - 540, presented at Australian and New Zealand Marketing Academy Conference 2022, Perth, Australia, 05 December 2022 - 07 December 2022,
    Creative Works (non-textual) | 2022
    Jiang V; Zhang X; Lu X; Vuong R, 2022, Riding with Amy, 2022 Focus on Ability Short Film Festival, 21 August 2022 - 01 November 2022, medium: Video, Virtual Reality, at: https://www.youtube.com/watch?v=bpzXOo0ZqvA&t=4s
    Conference Papers | 2022
    Zhang X; Pan S; Tim Y; Jiang VZ, 2022, 'Designing a Virtual Reality Video for Disability Inclusion: An Action Design Research', in ICIS 2022 Proceedings, Copenhagen, presented at International Conference on Information Systems (ICIS), Copenhagen, 09 December 2022 - 14 December 2022,
    Conference Papers | 2021
    Jiang V; Uncles M; Yu H, 2021, 'Co-creation in Learning: Scale Development and Application', in ANZMAC 2021 Conference Proceedings, Melbourne, Australia, pp. 496 - 499, presented at Australian and New Zealand Marketing Academy Conference 2021, Melbourne, Australia, 29 November 2021 - 01 December 2021,
    Conference Papers | 2019
    Chaudhury S; Garg N; Jiang V, 2019, 'Awe, Fear or Mixed? A Curious Case of Threat Awe', in Jain S; Vijayalakshmi A (ed.), Advances in Consumer Research, Association for Consumer Research, India, presented at Asia-Pacific Association for Consumer Research Conference, India
    Conference Papers | 2016
    Jiang V, 2016, 'Hidden Agendas: Intra-gender Competition and the Effects on Advertising Persuasion', in ANZMAC 2016 Conference Proceedings, Christchurch, New Zealand, pp. 56 - 62, presented at Australia and New Zealand Marketing Academy 2016 Conference, Christchurch, New Zealand, 05 December 2016 - 07 December 2016, chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://anzmac.wildapricot.org/resources/Pictures/ANZMAC%20proceedings%202016.pdf
    Conference Papers | 2016
    Jiang Z; Xu J; Dhar R, 2016, 'Variety Promotes Flexibility: The Effect of Exposure to High Variety on New Product Evaluations', pp. 380,
    Conference Papers | 2014
    Jiang V, 2014, 'Beauty鈥檚 Rosy Glow: How Feeling Beautiful Leads to Over-Optimism and Poorer Planning', in Society of Consumer Psychology Conference Proceedings, Miami, Florida, USA, presented at Society of Consumer Psychology Conference 2014, Miami, Florida, USA, 06 March 2014 - 08 March 2014

  • 2016: Digital Enablement Research Network (DERN)
  • 2019: UNSW Disability Innovation Institute Research Seed Funding
  • 2020: EF Educational Initiative Funding
  • 2021: EF Fellowship
  • 2021 NSW Government Innovation District Challenges Funding
  • 2022: EF School Grant (Project Lead)
  • 2022: EF Fellowship
  • 2020-2023: UNSW Health@Business Seed Funding
  • 2023 Education Initiative Seed Funding
  • 2023 EDI Faculty Grant, 鈥淯DL and Neurodiversity鈥, in collaboration with Prof. Terry Cumming, Ian McArthur, Karen Kriss, and Karin Watson
  • 2024-2025 UNSW-Tsinghua Collaborative Research Fund, 鈥淰irtual Reality Gaming: Building Age-Friendly Communities Through User Insights鈥.
  • 2025 UNSW Visiting Teaching Fellowship

  • 2025听
  • 2024 ADA Dean鈥檚 Audacious Impact Award, UNSW Sydney
  • 2024 Innovation in Marketing Education Award (Runner-up) by the American Marketing Association, Teaching and Learning SIG
  • 2023: Two 聽for the Digital Accessibility Enhancement project and the Diversified project
  • 2022 UNSW Scientia Education Academy Exemplary Teaching Practice Award
  • 2021:聽Values in Action Award, part of the BCom Redesign Team, Business School Staff Excellence Award
  • 2020: FULT Good Practice Case Study Award
  • 2019 UNSW EF community Da Vinci Award for Teaching Innovation
  • 2010-2011: Fulbright Scholarship