Jing Xu

Professor Jing Xu is Professor of Marketing at Guanghua School of Management, Peking University. She is also the Director of Yintai Research Center for Philanthropy and Social Impact, Vice Director of Behavioral Science Lab at Guanghua School of Management. Professor Xu earned her Ph.D. in Marketing from Stephen M. Ross School of Business, University of Michigan in 2007.

Professor Xu's research involves using psychological theories to understand how consumers form judgment and the process by which they make product choices. In particular, she is interested in studying how environmental cues or factors influence the consumers' tendency to seek uniqueness in product choices. Professor Xu also studies how different processing styles influence consumer choice in large assortments. Her research has appeared in world-class journals such as Journal of Consumer Research, Journal of Consumer Psychology, Sloan Management Review, Journal of Marketing Research, Acta Psychologica Sinica, etc. Professor Xu currently teaches undergraduate and MBA level courses in Consumer Behavior, a doctoral seminar in judgment and decision making, and a doctoral seminar in Experimental Design and Analysis.

Research Areas

• Consumer Judgement and Decision Making
• Uniqueness Seeking and Conformity
• Happiness and Well-being

Education Background

• 2007 University of Michigan Marketing
  
• 2001 University of Arizona Retailing and Consumer Sciences
• 1995 Nanjing University of Chinese Medicine Medicine
  

Career Experience

• 2018.2017.2 – Present Professor of Marketing
• 2011.7 – 2017.2 Associate Professor of Marketing
• 2007.9 – 2011.7 Assistant Professor of Marketing, Guanghua School of
• Management, Peking University

Research Results

• Wan, Wen, Jing Xu, and Ying Ding (forthcoming), “To Be or Not To Be Unique? The Effect of Social Exclusion on Consumer Choice.” Journal of Consumer Research.
• Xu, Jing, Zixi Jiang and Ravi Dhar (2013), “Mental Representation and Assortment Size: How Thinking Abstractly Helps Choosing,” Journal of Marketing Research, 50(Aug), 548-59.
• Xu, Jing, Hao Shen and Robert Jr. Wyer (2012), “Does the Distance Between Us Matter? Influences of Physical Proximity to Others on Consumer Choice. ”Journal of Consumer Psychology, 22 (3), 418-23.
• Zhang, Ying, Jing Xu, Zixi Jiang and Suyi Huang (2011), “Been There, Done That. The Impact of Effort Investment on Goal Value and Consumer Motivation.” Journal of Consumer Research. 38 (1), 78-93.
• Schwarz, Nobert and Jing Xu (2011), “Why Don’t We Learn from Poor Choices? The Consistency of Expectations, Choice, and Memory Clouds the Lessons of Experience.” Journal of Consumer Psychology, 21(2), 142-45. 2
• Goldsmith, Kelly, Jing Xu and Ravi Dhar (2010), “The Power of Customers’ Mindset.” Sloan Management Review, Vol. 52 (1), 19-20.
• Xu, Jing and Norbert Schwarz (2009). “Do We Need a Reason to Indulge?” Journal of Marketing Research, XLVI (Feb), 25-36.
• Schwarz, Norbert, Hyunjin Song, and Jing Xu (2009). “When Thinking is Difficult: Metacognitive Experiences as Information,” in Michaela Wänke (ed.), The Social Psychology of Consumer Behavior, New York: Psychology Press, 201-23.
• Schwarz, Norbert, Daniel Kahneman, and Jing Xu (2009). “Global and Episodic Reports of Hedonic Experience”, In Robert Belli, Duane Alwin, and Frank Stafford (eds.) Using calendar and dairy methods in life events research. Newbury Park, CA: Sage, 157-74.
• Schwarz, Norbert, Jing Xu, Hyunjin Song, and Hyejung Cho (2008), “From Feelings to Judgments: Constructing Heuristics on the Spot,” in Advances in Consumer Research, Vol. 35, Angela Lee and Dilip Soman (eds.), 133-137.
• Xu, Jing, Soyeon Shim, Sherry Lotz, and David Almeida (2004). “Ethnic Identity, socialization factors, and cultural-specific consumption behavior,” Psychology & Marketing, 21(2), 93-112.