Yazhen (Sophie) Xiao
Assistant Professor at Haslam College of Business
Schools
- Haslam College of Business
Links
Biography
Haslam College of Business
Expertise:
Marketing Research, Consumer Behavior and Decision Making
Education:
University of Illinois, Ph.D. Marketing
Sophie Xiao is an assistant professor of marketing. She earned her doctorate in marketing from the University of Illinois at Chicago, and her primary research interests include firms’ innovation strategies and consumers’ adoption and resistance to new products. She is also interested in healthcare service innovations that help chronically ill consumers stay adherent to medications. Her research has been published in the Journal of Service Research, Journal of Business Research, Journal of Business Ethics and International Marketing Review. She was presented the Best Student Paper Award at the 2014 Product Development & Management Association Annual Research Forum. Xiao worked previously as a marketing research manager and international education consultant prior to entering academia.
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