Vivian (Jieru) Xie
Vivian (Jieru) Xie
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Assistant Professor of Marketing, NYU Shanghai
I am an Assistant Professor of Marketing at New York University, Shanghai.
My research focuses on consumer behavior, judgment, and decision-making, with a particular emphasis on enhancing consumer and social welfare. Specifically, I examine how consumers make sustainable decisions throughout the consumption journey. This includes investigating motivations behind sustainability-related consumption and factors that influence disposal practices, such as food waste and recycling.
Additionally, I study how people interpret and respond to numerical information, particularly in the context of probability estimates, risk perceptions, rankings, and time-related judgments.
My research has been published in leading journals such as the Journal of Marketing Research, Journal of Consumer Psychology, and Organizational Behavior and Human Decision Processes, and has been presented at conferences like ACR and SCP.
Academic Positions
Academic Positions
New York University, Shanghai, September 2022 – present
Assistant Professor of Marketing
Education
Education
Virginia Tech, 2022
Pamplin College of Business
Ph.D., Marketing (Minor in Statistics)
Shanghai Jiao Tong University, 2016
Antai College of Economics and Management
Master of Science, Marketing
Shanghai Jiao Tong University, 2013
Antai College of Economics and Management
Bachelor of Business Administration, Marketing
Publications
Publications
(updated September 2024)
Xie, Vivian (Jieru)*, Fengyan Cai*, and Rajesh Bagchi* (2025). “The Rank Length Effect,” Journal of Marketing Research 62(1), 61-76.
Xie, Vivian (Jieru) and Rajesh Bagchi (2024). “How Duration of Storage Affects Food Waste Behavior,” Journal of Consumer Psychology, 34(4), 570-587.
Chaxel, Anne-Sophie, Catherine Wiggins, and Vivian (Jieru) Xie (2018). “The Impact of a Limited Time Perspective on Information Distortion,” Organizational Behavior and Human Decision Processes, 149, 35-46.
(* denotes equal authorship.)
Selected Work in Progress
Selected Work in Progress
Xie, Vivian (Jieru) and Rajesh Bagchi, "The Effect of Evaluations on Consumer Recycling Behavior."
Xie, Vivian (Jieru) and Edward (Yuhang) Lai, "The Confidence Bias in Probability Estimation."
Xie, Vivian (Jieru), Amar Cheema, and Rajesh Bagchi, “Within-Group Variance and Team Performance.”
Lai, Edward (Yuhang), Gayoung Park, and Vivian (Jieru) Xie, “Price Bias and Stocks”
Cai, Fengyan, Vivian (Jieru) Xie, and Christopher K. Hsee, “The Evenness-Seeking Effect: How Unequal Distribution Influences Consumers’ Behavior.”
Teaching
Teaching
NYU Shanghai (2022--present)
Consumer Behavior (MKTG SHU 2)
Digital Marketing Analytics (MKTG SHU 154)
Virginia Tech (2018--2022)
Consumer Behavior (MKTG 4204)
Marketing Communications (MKTG 4304)
Honors and Awards
Honors and Awards
Pudong Pearl Awards, 2024
Shanghai Leading Talents Awards, 2022
ACR-Sheth Dissertation Award (Winner), 2020
AMA-Sheth Foundation Doctoral Consortium Fellow (Indiana University), 2020
Pamplin College Doctoral Summer Research Grant ($7,500), 2019 & 2021
Hongxing Scholarship (Top 3% of the Business School), 2015
Outstanding Graduate of SJTU (Top 3% of SJTU), 2013
Excellent National Undergraduate Research Project, 2013
China National Scholarship (Top 2% of SJTU, 1st in the Marketing Department), 2012
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