Lan Xia

  • Professor, Marketing
  • Ph.D. U of Illinois-Urbana-Champaign
  • MS U of Illinois-Urbana-Champaign

Teaching Interests

Foundations of Marketing Marketing Research; Pricing; Internet Marketing

Research Interests

Consumer Information Processing; Behavior Pricing; E-commerce; Service and Satisfaction

Bio

Primary research interests in consumer behavior including consumer perceptions of pricing and promotion tactics, consumer information processing, e-commerce, and retailing. Has published articles in Journal of Marketing, Journal of Consumer Psychology, Journl of Retailing, Journal of Interactive marketing, Journal of Service Research, Journal of Economic Psychology, and Journal of Product & Brand Management.

Professional Memberships

  • Academy of Marketing Science
  • American Marketing Association
  • Association for Consumer Research
  • Marketing Science Institute
  • Society for Consumer Psychology
  • Awards and Honors

  • 2019, Journal of Retailing Outstanding Reviewer, Journal of Retailing
  • 2019, Summer Research Grant, Bentley University
  • 2019, Faculty Development Grant, Bentley Faculty Affairs Committee
  • 2018, Summer Research Grant, Bentley University
  • 2017, Summer Research Grant, Bentley University
  • 2016, Summer Research Grant, Bentley University
  • 2015, Summer Research Grant, Bentley University
  • 2015, Faculty Development Grant, Bentley Faculty Affairs Committee
  • 2014, Bentley Summer Research Grant, Bentley University
  • 2014, Bentley FAC grant, Bentley Faculty Affairs Committee
  • 2013, Bentley Summer Research Grant, Bentley University
  • 2013, Bentley FAC grant, Bentley Faculty Affairs Committee
  • 2012, Bentley Summer Research Grant, Bentley
  • 2012, Bentley FAC Grant, FAC committee
  • 2010, Bentley Summer Research Grant
  • 2009, Bentley Faculty Development Grant
  • 2009, Bentley Publication Award
  • 2009, Bentley Summer Research Grant
  • 2008, Bentley University Faculty Development Grant
  • 2008, Bentley University Summer Research Grant
  • 2007, Bentley College Summer Grant
  • 2006, Bentley College Publication Award
  • 2005, Bentley College Publication Award
  • 2003, 2002-2003 Richard D. and Maria Irwin Dissertation Fellowship
  • 2003, FMC Fellowship
  • 2003, Sudman Award for Teaching Excellence
  • 2002, Sudman Award for Research Excellence
  • 1999, AMA Summer Educator's Conference Best Track Paper on Marketing on the Internet and E-Commerce
  • Publications

    Journal Articles


  • Xia, L., Bechwati, N. N. (2021). Maximizing What? The Effect of Maximizing Mindset on the Evaluation of Product Bundles. Journal of Business Research, (128) 314-325.
  • Xia, L., Wang, F., Santana, S. (2021). Nostalgia: Triggers and Its Role on New Product Purchase Intentions. Journal of Business Research, (135) 183-194.
  • Zhao, M., Xia, L. (2021). Together or Separate? A Psychological Ownership Account of Bundling Effects. International Journal of Research in Marketing, (38) 4 935-952.
  • Xia, L., Roggerveen, A. (2021). When It's Too Good to Be True: Consumers' Reactions and Firms' Responses to Unintended Price Mistakes. Journal of Business Research. 114 16-29.
  • Lv, X., Li, H., Xia, L. (2020). Effects of Haptic Cues on Consumers' Online Hotel Booking Decisions: The Mediating Role of Tactile Mental Imagery. Tourism Management.
  • Ren, X., Xia, L., Du, J. (2018). Delivering Warmth by Hand: Customer Responses to Different Formats of Written Communication. Journal of Service Management, (32) 2 223-234.
  • Xia, L., Nasr, N. I., , . (2017). Combining Good Deals with Good Deeds: The Influence of Price Promotion on Consumers’ Intention to Participate in Checkout Donations Online. Journal of Product and Brand Management.
  • Kukar-Kinney, M., Xia, L., , . (2017). The effectiveness of number of deals purchased in influencing consumer response to daily deal promotions: A cue utilization approach. Journal of Business Research.
  • Xia, L., Monroe, K. B. (2017). It’s Not All about Money: The Role of Identity in Perceived Fairness of Targeted Promotions. Journal of Product and Brand Management. forthcoming
  • Zheng, Q., Xia, L., Fan, X. (2016). Beyond Hedonic Enjoyment: Eudaimonia Experience in Craft Consumption. Journal of Consumer Marketing, (33) 6 479-488.
  • Xia, L. (2014). For Our Valued Customers Only: Examining Consumer Responses to Preferential Treatment Practices. Journal of Business Research, (67) 11 2368-2375.
  • Xia, L., Suri, R., , . (2014). Trading Effort for Money: Consumers’ Cocreation Motivation and the Pricing of Service Options. Journal of Service Research, (17) 2 228-241.
  • Xia, L. (2013). Effects of Companies’ Responses to Consumer Criticism in Social Media. International Journal of Electronic Commerce, (17) 4
  • Xia, L., Kukar-Kinney, M. (2013). Examining the penalty resolution process: Building loyalty through gratitude and fairness. Journal of Service Research, (16) 4 518-532.
  • Kukar-Kinney, M., Xia, L., Monroe, K. B. (2011). When a Promotion is Denied: The Effects of Decision Stage on Perceptions of Promotion and Price Fairness. Economic and Business Review, (11) 3
  • Xia, L., Kukar-Kinney, M., Monroe, K. B. (2010). The Influence of Consumer Effort on Price and Promotion Fairness Perceptions. Journal of Retailing, (86) 1 1-10.
  • Xia, L., Monroe, K. B. (2010). Is a Good Deal Always Fair? Examining the Concepts of Transaction Value and Price Fairness. Journal of Economic Psychology, (Online) (Link)
  • Xia, L. (2010). An Examination of Consumer Browsing Behaviors. Qualitative Market Research.
  • Viswanathan, M., Torelli, C. J., Xia, L., Gau, R. (2009). Understanding The Influence of Literacy On Consumer Memory: The Role of Pictorial Elements. Journal of Consumer Psychology, (19) 3 389-402.
  • Xia, L., Monroe, K. B. (2009). The Influence of Pre-Purchase Goals on Consumers' Perceptions of Price Promotions. International Journal of Retail & Distribution Management, (37) 8 680-694.
  • Xia, L. (2009). Going Beyond Perceived Economic Value: A Tribute to Kent Monroe. American Marketing Association. 66-78.
  • Xia, L., Bechwati, N. N. (2008). Word of Mouse: The Role of Cognitive Personalization in Online Consumer Reviews. Journal of Interactive Advertising, (9) 1 (Link)
  • Xia, L., Nasr, N. I. (2008). Word of Mouse: The Role of Cognitive Personalization in Online Consumer Reviews. Journal of Interactive Advertising Research, (9) 1 3-13.
  • Kukar-Kinney, M., Xia, L., Monroe, K. B. (2007). Consumers' Perceptions of the Fairness of Price-Matching Refund Policies. Journal of Retailing, (83) 3 325-337.
  • Herrmann, A., Xia, L., Monroe, K. B., Huber, F. (2007). The Influence of Price Fairness on Consumer Satisfaction: An Empirical Test in the Context of Automobile Purchases. Journal of Product & Brand Management, (16) 1 49-58.
  • Xia, L. (2005). Memory Distortion and Consumer Price Knowledge. Journal of Product & Brand Management, (14) 5 338-347.
  • Xia, L., Monroe, K. B., Cox, J. L. (2004). The Price is Unfair!: A Conceptual Framwork of Price Fairness Perceptions. Journal of Marketing, (68) 4 1-15.
  • Xia, L., Monroe, K. B. (2004). Consumer Information Acquisition: A Review and an Extension. Review of Marketing Research, (1) 101-152.
  • Nasr, N. I., Xia, L. (2003). Do Computers Sweat? The Impact of Perceived Effort of Online Decision Aids on Consumers' Satisfaction with the Decision Process. Journal of Consumer Psychology, (13) 1&2 139-148.
  • Xia, L., Sudharshan, D. (2002). Effects of Interruptions on Consumer Online Decision Processes. Journal of Consumer Psychology, (12) 3 265-280.
  • Wansink, B., Xia, L. (1999). Influencing the Stopping Decisions of the Traveling Public. Journal of Transportation Research (The NATSO Foundation), (1) 1 35-48.
  • Xia, L., Monroe, K. B. (). Price Partition on the Internet. Journal of Interactive Marketing, (18) 4 63-73.
  • Xia, L. (). Consumers' Judgments of Numerical and Price Information. Journal of Product & Brand Management, (12) 5 275-292. Forthcoming.

    Book Chapters


  • Li, M., Chircu, A. M., Li, G., Xia, L., Xu, J. (2017). Patient Satisfaction and Hospital Structure: How Are They Related? In Chen, H., Zeng, D.D., Karahanna, E., Bardhan, I., (Eds.) Lecture Notes in Computer Science (LNCS) , Smart Health. 15-25. Springer
  • Xia, L. (2015). Perceptions of Fairness and Unfairness In , (Eds.) The Dark Side of CRM. Routledge
  • Monroe, K. B., Xia, L. (2006). The Price is Unfair! Reforming Price Management In Jagdish N. Sheth, Rajendra S. Sisodia, (Eds.) . 158-165. Armonk, New York: M.E. Sharpe

  • Conference Proceedings


  • Xia, L. (2012). For Our Valued Customers Only: Examining Consumer Responses to Preferential Treatment Practices ACR, (Association of Consumer Research Annual Conference)
  • Xia, L. (2012). What Thoughts Count? Examining the Impact of Gift-GIving on Relationship Realignment ACR, (Association of Consumer Research Asia-Pacific Conference)
  • Xia, L. (2011). When One’s Gain is Another’s Loss: Examine Consumers’ Value and Fairness Perceptions Association of Consumer Research, (ACR Asia-Pacific Conference)
  • Xia, L. (2011). Effects of Brand Personality and Response to Consumer Criticism in Social Media Association of Consumer Research, (ACE Asian-Pacific Conference)
  • Xia, L. (2011). Fairness and Gratitude: Examining Consumers’ Reactions to Penalty Resolutions Academy of Marketing Science, (15th AMS World Marketing Congress Conference)
  • Xia, L. (2010). Set Me Free and I will Stay: Examining the Effect of Locked-in Commitment Society of Consumer Psychology, (Annual Conference of Society of Consumer Psychology)
  • Xia, L.Monroe, K. B. (2009). The Influence of Pre-Purchase Goals on Consumers' Perceptions of Price Promotions .
  • Xia, L. (2009). Concerned but not Willing to Pay? Examining Consumers' Pro-Environmental Attitude and Behaviors .
  • Xia, L.Fan, X. (2008). Who should do the work? Effects of Customer Participation on Satisfaction , (AMA Winter Conference)
  • Kim, Y. ".Xia, L. (2008). Negative Word-of-Mouth: Its Influence on Existing Customers .
  • Xia, L.Nasr, N. I. (2006). Positive Word of Mouse: The Role of Personalization .
  • Xia, L.Monroe, K. B. (2006). The Effects of Unintended Information Acquisition .

  • Presentations

  • Xia, L., Zhong, W., Wang, J. (2021). “To Dress up or Not: Political Identity and Dog Owners’ Purchase of Dog Apparels” Presented at theDecision Science Institute Annual Conference
  • Santana, S., Xia, L., Wang, F. (2021). “Nostalgia: Triggers and Its Role on New Product Purchase Intentions” Presented at the Bentley University Confronting the Pandemic with Research: Bentley University's Contribution
  • Xia, L. (2021). “Political Identity and Fairness Judgement during the Pandemic” Presented at the Bentley University Confronting the Pandemic with Research: Bentley University's Contribution
  • Xia, L., Nasr, N. I. (2020). “Maximizing What? The Effect of Maximizing Mindset on the Evaluation of Product Bundles” Presented at theAssociation of Consumer Research annual conference online
  • Xia, L. (2020). “Robots don't discriminate: Financial resources, age, and preferences of AI in service contexts” Presented at theAssociation of Consumer Research annual conference online
  • Davis, M. M., Xia, L. (2019). “Improving the Customers' Experiences by Anticipating Their Needs” Presented at the Decision Sciences Institute Decision Sciences Institute's Annual Meeting New Orleans
  • Yao, T., Xia, L., Zheng, Q. (2019). “A Motivation Account of the Cocreation Effect: The Role of Regulatory Focus Fit in Consumers’ Willingness to Pay for Cocreation Activities” Presented at the ESADE Business School Pricing Symposium Barcelona, Spain
  • Yao, T., Xia, L., Zheng, Q. (2019). “A Motivation Account of the Cocreation Effect: The Role of Regulatory Focus Fit in Consumers’ Willingness to Pay for Cocreation Activities” Presented at the AMS Academy of Marketing Science World Congress conference Edinburg, UK
  • Stavrulaki, E., Xia, L. (2019). “Impact of Product-Level Sustainability/CSR Disclosures on Consumer's Willingness to Pay” Presented at the North East Decision Sciences Institute NEDSI Annual Conference
  • Stavrulaki, E., Xia, L. (2018). “Product-level sustainability / CSR disclosures on consumers attitudes and profits” Presented at the Decision Sciences Institute Decision Sciences Institute 49th Annual Meeting Chicago, IL
  • Xia, L., Lei, J. (2018). “The Role of Feeling of Control in Consumers’ Preference for Surprise-Me Subscription Services” Presented at theGlobal Marketing Conference Tokyo, Japan
  • Xia, L., Roggeveen, A. (2018). “When It is Too Good to be True: Examining Consumers’ Reactions and Firms’ Responses to Online Price Mistakes” Presented at theAcademy of Marketing Science Annual Conference New Orleans, LA
  • Zhao, M., Xia, L. (2018). “Together or Separate? A Psychological Ownership Account of Bundling Effects” Presented at the Bentley University Society of Consumer Psychology Annual Conference Dallas, TX
  • Xia, L., Roggeveen, A. (2017). “When It is Too Good to be True: Examining Consumers’ Reactions and Firms’ Responses to Online Price Mistakes” Presented at the University of Illinois University of Illinois Pricing Camp Chicago, IL
  • Qiu, R., Xia, L., Fan, X. (2017). “Who Regrets More After a Choice? The Role of Dialectical Thinking” Presented at the Academy of Marketing Science Academy of Marketing Scicen Annual Conference San Diego, California
  • Li, M., Chircu, A. M., Li, G., Xia, L., Xu, J. (2017). “ Patient Satisfaction and Hospital Structure: How Are They Related?” Presented at theInternational Conference for Smart Health (ICSH) June 26-27, 2017, Hong Kong
  • Zheng, Q., Xia, L. (2017). “How Construal level Influences Customer’s Productive Consumption Experience” Presented at theFrontiers of Service Conference Fordham University, New York City, NY
  • Xia, L., Roggeveen, A. (2017). “When It is Too Good to be True: Examining Consumers’ Reactions and Firms’ Responses to Online Price Mistakes”
  • Zhang, Y., Xia, L., Du, J. (2016). “Curiosity under Bright Light: The Influence of Lighting Conditions on Adoption of Innovative Products” Presented at the Association of Consumer Research Advances in Consumer Research Annual Conference Berlin
  • Xia, L. (2016). “To Take-Back or Not: Consumer Perception of Retailers’ Product Disposal Offers” Presented at the Marketing Science Institute The 38th INFORMS Society for Marketing Science Conference Shanghai, China
  • Li, M., Chircu, A. M., Xia, L., Li, G., Xu, J. (2016). “Business Analytics Gaps Between Academia and Industry” Presented at the INFORM 12th INTERNATIONAL CONFERENCE on OPERATIONS RESEARCH Havana, Cuba
  • Du, J., Xia, L., Ren, X. (2015). “Warm or Competence - Examining the Effect of Fonts in Marketing Communications” Presented at the Society of Consumer Psycholog Society of Consumer Psychology Annual Conference Phoenix, AZ
  • Aylesworth, A. B., Xia, L. (2015). “Written and Warm or Typed and Smart? The Effects of Feedback Format on Student Perceptions of Faculty” Presented at the Marketing Educator's Association Marketing Educator's Association Annual Conference Las Vegas, NV
  • Xia, L. (2015). “Marketing and Sustainability” Presented at the Bentley University and Copenhagen Business School Bentley Global Business Ethics Symposium & Teaching Workshop Copenhagen
  • Li, H., Xia, L., Fan, X. (2015). “When does Rewarding the Third Party Increase Recommendations: A Moral Identity-Based model” Presented at theThe 14th International Research Symposium on Service Excellence in Management Shanghai, China
  • Ren, X., Xia, L., Du, J. (2015). “Handwritten or Print? Customer Responses to Different Formats of Written Communications” Presented at the Society of Consumer Psychology and Vienna University of Economics and Business Society of Consumer Psychology International Conference Vienna, Austria
  • Li, M., Chircu, A. M., Li, G., Shen, Y., Xia, L., Xu, J. (2015). “Final Report: Business Analytics Methods, Techniques and Applications Innovation - A Bentley Thought Leadership Network for Analytics Challenges” Presented at the Bentley University 3rd Annual Research Showcase Poster Session Waltham, MA
  • Xia, L., Nasr, N. I. (2014). “Combining Good Deeds with Good Deals: The Influence of Price Promotion on Consumers’ Intention to Participate in Donations at Checkouts” Presented at the Association of Consumer Research Association of Consumer Research Annual Conference Baltimore, MD
  • Nasr, N. I., Xia, L. (2014). “When Does Responsible Acquisition Lead to (Ir)Responsible Consumption?” Presented at the American Marketing Association AMA Public Policy Conference Boston, MA
  • Xia, L., Nasr, N. I. (2014). “Good Deeds at Checkout: Examining Consumers’ Responses to checkout Donations” Presented at the American Marketing Association AMA Service SIG Conference Thessaloniki, Greece
  • Kukar-Kinney, M., Xia, L. (2014). “I want what others bought: Investigating the effectiveness of number of deals purchased in influencing consumer response to daily deal promotions” Presented at the Academy of Marketing Science Academy of Marketing Scicen Annual Conference Indianapolis, IN
  • Xia, L., Nasr Bechwati, N. (2013). “Good Deeds and Good Deals: The Influence of Price Promotion on Consumers’ Intention to Participate in Donations at Checkouts”
  • Xia, L., Kukar-Kinney, M. (2013). “Social comparison and Cross-consumer Effect of Preferential Treatment on Fairness Perceptions” Presented at theFrontiers in Service Conference Taipei
  • Xia, L., Kukar-Kinney, M. (2012). “Examining Consumer Response to Preferential Treatment” Presented at the AMA American Marketing Association Service SIG Annual Conference Helsinki, FL
  • Xia, L. (2012). “What Thoughts Count? Examining the Impact of Gift-GIving on Relationship Realignment” Presented at the ACR Association of Consumer Research Asia-Pacific Conference Queenstown, NZ
  • Xia, L. (2012). “For Our Valued Customers Only: Examining Consumer Responses to Preferential Treatment Practices” Presented at the ACR Association of Consumer Research Annual Conference Vancouver, CA
  • Xia, L. (2011). “Fairness and Gratitude: Examining Consumers’ Reactions to Penalty Resolutions” Presented at the Academy of Marketing Science 15th AMS World Marketing Congress Conference Reims, France
  • Xia, L. (2011). “Effects of Brand Personality and Response to Consumer Criticism in Social Media” Presented at the Association of Consumer Research ACE Asian-Pacific Conference Beijing, China
  • Xia, L. (2011). “When One’s Gain is Another’s Loss: Examine Consumers’ Value and Fairness Perceptions” Presented at the Association of Consumer Research ACR Asia-Pacific Conference Beijing, China
  • Xia, L., Kukar-Kenney, M. (2010). “To Punish or To Forgive: Examining the Effects of Consumer Penalties” Presented at the Babson College Behavorial Pricing Conference (12th) Babson College
  • Xia, L. (2010). “Set Me Free and I will Stay: Examining the Effect of Locked-in Commitment” Presented at the Society of Consumer Psychology Annual Conference of Society of Consumer Psychology Tempa, FL
  • Xia, L., Suri, R. (2009). “Saving Money by Working - Customer Participation and Service Pricing” Presented at theAssociation of Consumer Research annual conference Pittsburg, PA
  • Xia, L. (2009). “Concerned but not Willing to Pay? Examining Consumers' Pro-Environmental Attitude and Behaviors”
  • Xia, L., Monroe, K. B. (2009). “Getting a Good Deal but Is it Always Fair? Examining Transaction Value and Price Fairness”
  • Xia, L., Monroe, K. B. (2009). “The Influence of Pre-Purchase Goals on Consumers' Perceptions of Price Promotions”
  • Xia, L., Suri, R. (2009). “Trading Effort for Money - Customer Participation and Service Pricing”
  • Xia, L., Fan, X. (2008). “Who should do the work? Effects of Customer Participation on Satisfaction” Presented at theAMA Winter Conference Austin, TX
  • Xia, L., Monroe, K. B. (2008). “Does a Fair Price Means a Good Deal? Examining the Differences between Transaction Value and Fairness Perceptions”
  • Xia, L. (2008). “Going Beyond Perceived Economic Value---- A Tribute Tto Kent Monroe and Some Thoughts on Behavioral Pricing Research”
  • Kim, Y. "., Xia, L. (2008). “Negative Word-of-Mouth: Its Influence on Existing Customers”
  • Xia, L., Monroe, K. B. (2007). “Transaction Value and Price Fariness”
  • Xia, L., Kukar-Kinney, M., Monroe, K. B. (2007). “The Influence of Consumers' Efforts on Price and Promotion Fairness Perceptions”
  • Kim, Y. "., Xia, L. (2007). “The Impact of Negative Word-of-Mouth on Existing Customers”
  • Xia, L., Nasr, N. I. (2006). “Word of Mouse: The Role of Personalization in Online Consumer Reviews” Presented at theAmerican Marketing Association Winter 2006 St. Petersburg
  • Xia, L., Nasr, N. I. (2006). “Positive Word of Mouse: The Role of Personalization”
  • Torelli, C. J., Viswanathan, M., Xia, L. (2006). “Literacy and Consumer Memory” Presented at theSociety of Consumer Psychology annual conference St. Pete Beach, FL
  • Xia, L., Monroe, K. B. (2006). “The Comparison Processes and Consequences of Price Fairness”
  • Xia, L., Monroe, K. B. (2006). “The Effects of Unintended Information Acquisition”
  • Xia, L., Kukar-Kinney, M., Monroe, K. B. (2005). “The Effects of Promotion Restrictions on Perceptions of Promotion and Price Fairness”
  • Roggeveen, A. L., Xia, L., Monroe, K. B. (2005). “Effect of Price Partitioning on Pre- and Post-Purchase Behavior”
  • Chandrashekaran, R., Monroe, K. B., Xia, L. (2005). “Down the Beaten Path to Roads Less Traveled: The Effects of Providing both Absolute and Relative Saving Information in Retail Price Advertisements”
  • Xia, L. (2005). “Discount or Reward: Consumers Perception of Credit Card Rebate/Reward Programs”
  • Xia, L. (2005). “Consumers Perception of Loyalty Card Programs”
  • Xia, L., Monroe, K. B. (2003). “Do Consumers Process Prices Like Numbers: Comparative Judgments of Numerals and Prices” Presented at theAMA Winter Educator's Conference Olando, FL
  • Xia, L. (2002). “Affect as Information: the Role of Affect in Consumer Online Behaviors” Presented at theAssociation for Consumer Research Austin, TX
  • Xia, L., Nasr, N. I. (2002). “Shopping Using Decision Aids: The Impact of Perceived Effort on Satisfaction with the Decision Process” Presented at theSociety for Consumer Psychology Scottsdale, AZ
  • Nasr, N. I., Xia, L. (2002). “Shopping Using Decision Aids: The Impact of Perceived Effort on Satisfaction with the Decision Process” Presented at theSociety for Consumer Psychology Scottsdale, AZ
  • Nasr, N. I., Xia, L. (2002). “Do Computers Sweat? The Impact of Perceived Effort of Online Decision Aids on Consumers' Satisfaction with the Decision Process” Presented at theSociety for Consumer Psychology 2002 Winter Austin, TX
  • Xia, L., Otnes, C. (2002). “An Examination of Consumer Browsing Behaviors” Presented at theSociety of Consumer Psychology Austin, TX
  • Xia, L. (1999). “Consumer Choice Strategies and Choice Confidence in the Electronic Environment” Presented at theAMA Summer Educator's Conference San Francisco, CA
  • Service

    Department Service


  • Involved in the building of the PhD program in marketing concentration for PhD program 2019 - Present
  • Other for Class visit and evaluation of a junior faculty (Fei Gao) 2021 - 2021
  • Committee Member for Department research committee 2020 - 2021
  • Other for Class visit and evaluation of a junior faculty (Joyce Wang) 2020 - 2020
  • Committee Chair for Faculty Tenure evaluation committee 2020 - 2020
  • Committee Member for Recruiting Committee 2019 - 2019
  • Other for Class visit and evaluation of a junior faculty (Joyce Wang) 2019 - 2019
  • Committee Member for Curriculum Committee 2017 - 2018
  • Committee Member for Scholarly activities committee 2013 - 2016
  • Other for Class visit and evaluation of a junior faculty 2016 - 2016
  • Other for Class visit and evaluation of a junior faculty 2015 - 2015
  • Committee Member for Recuiting Committee 2014 - 2014
  • Committee Member for Recuiting Committee 2013 - 2013
  • University Service


  • Committee Member for Student Experience 2021 - Present
  • Bentley Behavioral Lab participants pool supervisor 2018 - Present
  • Council member for Academic Integrity Council 2015 - Present
  • Committee Member for Institutional Review Board 2011 - Present
  • Committee Member for Teaching and Scholarly Activity Committee (TSAC) 2021 - 2023
  • Committee Member for Faculty Affairs Committee 2018 - 2019
  • Committee co-chair for Faculty Affairs Committee 2015 - 2018
  • Committee Member for Research Council 2015 - 2018
  • Committee Member for Nominations Committee 2014 - 2018
  • Committee Member for GB214 Review Committee 2017 - 2018
  • Committee Co-chair, Sabbatical for Faculty Affairs Committee 2012 - 2013
  • Professional Service


  • Reviewer, Journal Article for European Journal of Marketing - Present
  • Reviewer, Journal Article for International Journal of Electronic Commerce - Present
  • Reviewer, Journal Article for Journal of Economic Psychology - Present
  • Reviewer, Journal Article for Journal of Retailing - Present
  • Reviewer, Journal Article for Marketing Letters - Present
  • Editor (Associate), Journal for Journal of Business Research 2018 - Present
  • Editorial Review Board Member for Journal of Retailing 2017 - Present
  • Editorial Review Board Member for The Bottom Line 2016 - Present
  • Reviewer, Ad Hoc Reviewer for International Journal of Research in Marketing 2015 - Present
  • Reviewer, Ad Hoc Reviewer for Journal of Brand Management 2014 - Present
  • Editorial Review Board Member for Journal of Consumer Marketing 2014 - Present
  • Reviewer, Journal Article for Journal of Service Research 2012 - Present
  • Editorial Review Board Member for Journal of Business Research 2009 - Present
  • Reviewer, Ad Hoc Reviewer for Journal of Interactive Marketing 2008 - Present
  • Editorial Review Board Member for Journal of Product and Brand Management 2004 - Present
  • External program reviewer for External Review of the Production Management program at FIT - 2021
  • conference co-chair for Academy of Marketing Science Annual Conference 2016 - 2018
  • Reviewer, Ad Hoc Reviewer for Journal of Consumer Psychology - 2017
  • Reviewer, Journal Article for Journal of Consumer Research - 2017
  • Conference/Workshop Track Chair for Academy of Marketing Science Annual Conference 2016 - 2017
  • Reviewer, Journal Article for Journal of Marketing - 2016
  • Reviewer, Journal Article for Journal of Marketing Research - 2015
  • Other for Tenure Reviewer 2015 - 2015
  • Reviewer, Conference Paper for Association of Consumer Research 2015 - 2015
  • Reviewer, Conference Paper for Academy of Marketing Science Annual Conference 2015 - 2015
  • Thesis examiner for Doctoral Thesis Examiner 2014 - 2014
  • Tenure reviewer for an outside faculty for Tenure Reviewer 2014 - 2014
  • Conference/Workshop Track Chair for Academy of Marketing Science Annual Conference 2013 - 2014
  • Reviewer, Journal Article for Journal of Sport Management 2014 - 2014
  • Reviewer, Journal Article for Journal of the Academy of Marketing Science - 2011