معرفی
Dr Yuanyi Xu is a Lecturer in Marketing at the Department of Digital and Data Driven Marketing within the Southampton Business School at the University of Southampton, a position she has held since March 2024. Her academic background includes a PhD in Marketing from Durham University and an MSc in International Management (specialising in Marketing) from the University of Exeter.
Education:
- PhD in Marketing, Durham University (pass with no corrections)
- MSc in International Management (specialising in Marketing), University of Exeter
Research Interests: Dr Xu's research focuses on consumer behavior, particularly examining how threats to self- or social identities influence consumers' decision making. Her work spans several key areas including Consumer Identity and Identity Threat, Goals, Motivations, and Individual Differences, Symbolic Consumption, and Compensatory Consumption. She investigates how individual differences in personality, motivations, and goal orientations shape product preferences under psychological threat.
Publication Trends: Her recent publications (2022-2025) demonstrate a strong focus on identity threats and compensatory consumption, extending into the impact of AI on consumer responses and the role of visual elements in online reviews. The research employs diverse methodologies and appears in leading journals such as Psychology and Marketing, International Journal of Hospitality Management, Journal of Travel Research, and Tourism Management.
Scientific Awards:
- Associate Fellowship from the Higher Education Academy (AFHEA)
Teaching and Supervision: Dr Xu holds an Associate Fellowship from the Higher Education Academy and teaches undergraduate and postgraduate modules including Introduction to Marketing and Marketing Communications and Media Management. She is currently accepting PhD applications and serves as a member of the Centre for Marketing Research.
Research Group: She is an active member of the Centre for Marketing Research at the Southampton Business School.
