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    Gordon C. Li
    Assistant Professor

  • Office: Room 1136, Hong-Yue technology Research Building
    TEL: +886-2-2771-2171 ext 3413
    Email: G.C.Li (ɑt) ntut.edu.tw

   Introduction to the Research Lab

  • Consumer and Cultural Capital Research Lab
    (Room 738, Hong-Yue technology Research Building)

    The overarching research theme is consumption, drawing from sociological theory to understand its underlying influences from cultural capital and structures. Students are welcome to use diverse research methods, from quantitative research using advanced data science techniques to qualitative interviews.

    This lab welcomes graduate students with academic interest in researching cultural consumption and consumer society. This lab also welcomes graduate students with industry interest in marketing, branding, consumption, and e-commerce in the digital economy.



  • London School of Economics and Political Science, PhD, 2020
  • London School of Economics and Political Science, MSc, 2015
  • Stanford University, MS, 2007

Academic Appointments

  • SOAS University of London, Teaching Fellow, 2019-2020
  • University College London (UCL), Teaching Assistant, 2019
  • London School of Economics and Political Science, Graduate Teaching Assistant, 2016-2018
  • Peking University, Visiting Research Scholar, 2018
  • Higher Education Academy, Fellow 2018
  • Higher Education Academy, Associate Fellow 2017

Professional Experience

  • Amazon, Strategy Manager
  • Alibaba Group, Manager
  • Synovate (Now Ipsos Group S.A.), Manager/Senior Researcher

Academic Research Interest

  • Cultural Consumption
  • Taste and Distinction
  • Cultural Capital
  • Theories of Pierre Bourdieu
  • Regional specialty: Greater China

NSTC Projects

  • "The mechanism of status signals under omnivorous consumption", Ministry of Science and Technology Grant: NSTC 111-2410-H-027-028, 2022