个人简介：

海南大学管理学院讲师，高聘教授、博士生导师，海南省拔尖人才，海南大学C类高层次人才。2016年6月毕业于清华大学经济与管理学院，获管理学博士学位；同年加入南开大学商学院市场营销系任讲师；2019年加入海南大学管理学院。新加坡国立大学、香港城市大学访问学者。2016年度天津市“131创新型人才”第三层次。

研究领域：

主要研究领域为消费者行为、判断和决策，在Psychological Bulletin, Journal of Consumer Psychology, Journal of Retailing, International Journal of Research in Marketing, European Journal of Marketing, Marketing Letters, Journal of Economic Psychology等市场营销学和心理学国际知名期刊发表多篇论文，论文多次入选AMA、ACR等营销学顶级会议，获得2013年度 AMA Summer Educators' Conference最佳论文奖、2015年度中国营销科学学术年会优秀论文奖、2015年度中国营销科学学术年会博士生论坛甘碧群优秀论文提名奖、2016年度清华大学优秀博士学位论文。

学术兼职：

美国消费研究协会（ACR）会员、美国营销协会（AMA）会员; European Journal of Marketing (SSCI)、Journal of Consumer Behavior (SSCI)、Psychological Reports (SSCI)、Asian Business & Management (SSCI)、《心理学报》、《营销科学学报》、《系统管理学报》等期刊评审。

发表论文：

[1]. Tian, Jing, Rong Chen & Xiaobing Xu*, “A good way to boost sales? Effects of proportion of sold-out options on purchase behavior,” International Journal of Research in Marketing, (SSCI, ABS4, forthcoming)

[2]. Shi, Haijiao, Rong Chen & Xiaobing Xu*, “How Reward Uncertainty Influences Subsequent Donations: The Role of Mental Accounting,” Journal of Business Research, (SSCI, ABS3, forthcoming)

[3]. Jia, Susan(Sixue), and Xiaobing Xu*, “Community‐level social capital and agricultural cooperatives: Evidence from Hebei, China,”Agribusiness,(SSCI, forthcoming)

[4]. Tong, Zelin, Diyi Liu, Fang Ma & Xiaobing Xu* (2021), “Good News or Bad News? How Message Framing Influences Consumers’ Willingness to Buy Green Products,” Frontiers in Psychology, (SSCI, forthcoming)

[5]. Xu, Xiaobing*, & Rong Chen, “Time Metaphor and Regulatory Focus,” European Journal of Marketing, 54(8), 1865-1880. (SSCI, ABS3)

[6]. Landy, Justin F., Miaolei Jia, Isabel Ding, [et al. including Xiaobing Xu] (2020), Crowdsourcing Hypothesis Tests: Making Transparent How Design Choices Shape Research Results,” Psychological Bulletin, 146(5), 451-479 (SSCI, ABS4)

[7]. Xu, Xiaobing*, Rong Chen, & Lan Jiang, “The Influence of Payment Mechanisms on Pricing: When Mental Imagery Stimulates Desire for Money,” Journal of Retailing, 96(2), 178-188. (SSCI, ABS4)

[8]. Xu, Xiaobing, Rong Chen, & Jin Zhang* (2019), “Effectiveness of Trade-ins and Price Discounts: A Moderating Role of Substitutability,” Journal of Economic Psychology, 70, 80-89. (SSCI, ABS2)

[9]. Xu, Xiaobing, Rong Chen, & Wenjing Liu* (2017), “The Effects of Uppercase and Lowercase Wordmarks on Brand Perceptions,” Marketing Letters, 28(3), 449-460. (SSCI, ABS3)

[10]. Chen, Rong, Xiaobing Xu*, & Hao Shen (2017), “Go Beyond Just Paying: Effects of Payment Method on Level of Construal,” Journal of Consumer Psychology, 27(2), 207-217. (SSCI, ABS4*, Financial Times 50)

[11]. Xu, Xiaobing* & Rong Chen (2016), “The Role of a Model’s Race in Influencing Chinese Consumers’ Product Perception” Asian Business & Management, 15(3), 201-225. (SSCI, ABS2)

[12]. Yao, Qing*, Rong Chen, & Xiaobing Xu (2015), “Consistency between Consumer Personality and Brand Personality Influences Brand Attachment,”Social Behavior and Personality, 43(9), 1419-1427. (SSCI)

[13]. Xu, Xiaobing*, & Rong Chen (2015), “Competition, Cooperation, and Pricing: How Mobile Operators Respond to the Challenge of Over-The-Top,” International Journal of Marketing Studies, 7(6), 1-13.

[14]. Zhang, Jin*, Rong Chen & Xiaobing Xu (2015), “How Do Counterfactual Reference Prices Stimulate the Selling Willingness for Secondhand Products,” Journal of Marketing Development and Competitiveness, 9(1), 22-31.

会议论文：

[1]. Xu Xiaobing, Rong Chen, and Miaolei Jia (2017),'Feel Closer When Event Comes: Time-Moving Metaphor and Temporal Estimation', in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN: Association for Consumer Research.

[2]. Xu, Xiaobing, Rong Chen, & Feng He (2017), “I Am Approaching the Event Versus the Event Is Approaching: How Time-Moving Metaphor Influences Regulatory Focus,” AMA Summer Educators’ Conference Proceedings, D 48-D49.

[3]. Xu, Xiaobing, Rong Chen, & Lan Jiang (2015), “How Payment Mode Affects Sellers’ Pricing Behavior: The Roles of Vividness and Cognitive Focus,” AMA Summer Educators’ Conference Proceedings, L 13-L 14.

[4]. Xu, Xiaobing, Rong Chen, & Feng He (2014), “Competing or Aligning? Mobile Operator’s Pricing Adaptation to the Challenges from OTT,” 2014 Global Marketing Conference at Singapore Proceedings, 1892-1893, July 15-18.

[5]. Xu, Xiaobing, Rong Chen, & Jin Zhang (2013), “Effectiveness of Trade-ins and Price Discounts: Substitutability and Loss Aversion,' AMA Summer Educators’ Conference Proceedings, 144-145. (Best Paper Award by Track)

[6]. Zhang, Jin, Rong Chen, & Xiaobing Xu (2013), “Is Seeing Believing: Increasing Owners’ Willingness to Sell by Counterfactual Reference Prices in the Second-Hand Market,” AMA Summer Educators’ Conference Proceedings, 32-33.

[7]. Peng, Hui & Xiaobing Xu, (2009), “The exchange rate theory of network game currency: based on the parity between input and total output value per unit time”, International Conference on Management Science and Engineering (ICMSE), Moscow, Russia. (EI)

[8]. Tian, Geng, Hui Peng, & Xiaobing Xu (2009), “The Analysis of Network Virtual Money Demand under Double-Way Exchange Mechanism Based on Portfolio Theory”, Proceedings of 2009 the 2nd IEEE International Conference on Computer Science and Information Technology (IEEE ICCSIT 2009), Beijing, China. (EI)

[9]. Peng, Hui & Xiaobing Xu (2009), “Taxation in Virtual World: inevitability and feasibility”, International Conference on e-Business and Information System Security (EBISS 2009), 23-24, Wuhan, Hubei, China. (EI)

[10]. Peng, Hui & Xiaobing Xu (2009), “The Analysis of Virtual Money Demand under One-Way Exchange Mechanism”, Proceedings of The First International Workshop on Education Technology and Computer Science (ETCS2009), The IEEE Computer Society Press. P719-723. Wuhan, Hubei, China. (EI)

[11]. Peng, Hui & Xiaobing Xu (2008), “The Analysis of Arbitrage Capital Flows between Online Virtual Game and Real Economy based on Risk Premium”. In Proceedings, International Conference on Innovation in Software Engineering (ISE2008), Vienna, Austria. (EI)

主持和参与的项目：

1.国家自然科学基金委员会，青年基金项目，71702079，时间动态隐喻对消费者信息处理方式及任务启动的影响，2018-01至2020-12，18万元，已结题，主持

2.国家自然科学基金委员会，面上项目，71972107,消费者新产品购买后产品抗拒与使用研究——基于习惯改变和形成理论视角，2020-01至2023-12，48万元，在研，参与

3.国家自然科学基金委员会，面上项目，71972108,消费者嫉妒对行为决策的影响——基于善意嫉妒和恶意嫉妒的分类视角，2020-01至2023-12，48万元，在研，参与

4.国家自然科学基金委员会，面上项目，71772092，消费者食品安全风险认知与决策行为研究，2018-01至2021-12，48万元，在研，参与

联系方式：

xiaobing.xu@hainanu.edu.cn

//www.hainanu.edu.cn