Krista Li is Blanche “Peg” Philpott Professor and Associate Professor of Marketing at the Kelley School of Business at Indiana University. Her research contributes to theory and practice on how firms can improve marketing strategies by leveraging consumers’ data (e.g., purchase history) and behavioral biases (e.g., time-inconsistent preferences, loss aversion, fairness, and status preferences). Krista serves as an Associate Editor for Marketing Science, Journal of Marketing, Decision Sciences Journal, a Senior Editor for Production and Operations Management, and a member of the Editorial Review Board for Journal of Marketing Research. She was selected as a Marketing Science Institute Young Scholar in 2021, a title awarded to “potential leaders of the next generation of marketing academics.” Krista received the inaugurate Marketing Science Service Award as an Associate Editor in 2023. Her research has appeared in Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Manufacturing and Service Operations Management, Production and Operations Management, Strategic Management Journal, International Journal of Research in Marketing, and Decision Sciences. Her paper was a finalist for the Best Marketing Paper Award in Management Science.