معرفی
Sarah Xiao is a Professor of Marketing and Head of Department at Durham University Business School, with a dual role as Programme Director for the Doctorate in Business Administration (DBA) at Fudan University, China. As a consumer psychologist, her work bridges technology, marketing, and behavioral analysis in retail, tourism, and digital economies.
Her research spans:
- Behavioral Change in consumer decision-making
- Consumer Analytics (AI, Big Data, Machine Learning)
- Illicit Consumption and consumer misbehavior
- Neuroscience in marketing and consumer choice
- Mobile Commerce and Digital Marketing strategies
Recent publications focus on AI-driven consumer behavior, social media revenge typologies, and predictive modeling in tourism demand forecasting. She supervises PhD students including Bai Dan, Matthew He, Coco Li, and Shujun Xiao, while collaborating with global institutions and private-sector partners. Her work has attracted significant research funding and appears in leading journals like Journal of the Academy of Marketing Science and Annals of Tourism Research.
