Seth Li

Mason School of Business · William & Mary

Understanding behavior.
Developing judgment.

I study the unintended consequences of information systems, and teach business students to turn evidence into informed decisions.

Portrait of Seth Li
Seth LiDorman Family Distinguished Associate Professor
Raymond A. Mason School of Business
MISQ · JAIS
Associate Editor
since 2026; also DSS since 2025
10
journal articles
incl. MIS Quarterly, ISR, and Organization Science; 4 working papers
690+
citations
Google Scholar
4.6 / 5.0
average student evaluation
33 sections, W&M and Clemson

01 / Research

The human side of information systems.

My research examines the unintended consequences of information systems, from choices on online platforms to the information people share and the networks they build.

All publications and working papers →
Online platformsWhat shapes our choices?
Information networksWhy does information spread?
Organizational networksHow do networks shape work?

Selected studies

01Organization Science · 2026FT50Who gains when colleagues move together?

Colleagues that Work Together Move Together: How Co-Moving Among Newcomers Affects Individual and Team Performance

The study compares newcomers who move to a new team together with colleagues from their previous team (co-movers) to those who move alone (solo movers).

Approach
Archival NBA data and qualitative interviews
What the study shows
Co-movers outperform solo movers, and the advantage persists. Teams with co-movers perform worse than teams with solo movers, with partial evidence that the gap narrows over time.
Publisher page ↗
02MIS Quarterly · 2022FT50How do social cues influence choice?

Can Positive Online Social Cues Always Reduce User Avoidance of Sponsored Search Results?

The study examines how positive social cues address users’ concerns about sponsored results in consumer-to-consumer e-commerce.

Approach
Three laboratory experiments
What the study shows
Product-related and seller-related social cues have different effects on cognitive, behavioral, and affective avoidance of sponsored search results.
Publisher page ↗
03Information Systems Research · 2022FT50Why do we share unverified information?

Seems Legit: An Investigation of the Assessing and Sharing of Unverifiable Messages on Online Social Networks

The research distinguishes information leaks from rumors and examines both observed sharing behavior and the psychological processes behind it.

Approach
Twitter data and a controlled experiment
What the study shows
Unverifiable messages are reshared when people see them as useful or novel. Plausibility works together with vividness and sender credibility in shaping that assessment.
Publisher page ↗

02 / Teaching

Data literacy for better business judgment.

I use real business problems to help students with different technical backgrounds turn data into decisions.

Teaching approach and courses →
Data ManagementStructure the dataWorking with relational data and SQL to address business questions.
4.888 sections
Data VisualizationExplain the evidenceCommunicating analytical findings clearly through data visualization.
4.756 sections
Business Analytics CapstoneDefend a recommendationLive client projects, from problem framing to final recommendation.
4.751 section

Teaching with AI · BUAD 466

Developing judgment with AI.

In Developing Business Intelligence, students learn to read, test, and improve AI-generated data models and queries.

  1. Think independentlyIdentify the entities, relationships, and business rules before seeing the AI version.
  2. Inspect the AI draftCheck for missing entities, unique identifiers, and relationships that misrepresent the scenario.
  3. Explain the judgmentUse the original requirements to explain what to keep, what to change, and why.

Do enough to judge. Judge enough to decide.

03 / Service

Editorial service and recognition.

Associate editor at three journals, including MIS Quarterly and the Journal of the Association for Information Systems.

Editorial roles

  • Associate EditorMIS Quarterly2026 –
  • Associate EditorJournal of the Association for Information Systems2026 –
  • Associate EditorDecision Support Systems2025 –
  • Editorial BoardAIS Transactions on Human-Computer Interaction2025 –

Recognition

  • Best Reviewer of the YearJournal of AIS2024
  • Best Reviewer AwardAIS THCI2023
  • Dean's Research FellowWilliam & Mary2021–2025
  • Best Accepted PaperAcademy of Management2017

04 / News

Recent news.

Academic background →
  • New publication in Organization Science — Colleagues that Work Together Move Together: How Co-Moving Among Newcomers Affects Individual and Team Performance
  • Appointed Associate Editor — MIS Quarterly
  • Appointed Associate Editor — Journal of Association for Information Systems
  • New publication in JAIS — Virtual Reality, Mental Models, and Mindful Decision-Making
  • Best Reviewer of the Year (2024) — Journal of Association for Information Systems
  • AI Initiatives Grant awarded — Raymond A. Mason School of Business, 2024