Bio
Research primarily focuses on consumer behavior, specifically interested in new technology (robots, AI), behavioral pricing, and socioeconomic status. Teaching interests include marketing research, digital marketing, and consumer behavior.
Awards and Honors
Stanley C. Hollander Best Retailing Paper Award, Academy of Marketing ScienceScholarly Contributions and Creative Productions
Journal Articles
Gao, F., Xia, L., Zhong, W. (2025). Stereotypes in artificial intelligence-generated content: Impact on content choice. Journal of Experimental Psychology: Applied Zhong, W., Gao, F., Xia, L. (2024). The Impact of Consumer Socioeconomic Status on Their Preferences for Human Versus Robot Service Agents in Luxury Shopping Contexts. Journal of Consumer Behaviour, (24) 1 156-177. Xia, L., Zhong, W., Wang, F. (2023). To Dress up or Not: Political Identity and Dog Owners’ Purchase of Dog Apparels. Psychology & Marketing, (40) 10 2118-2131. Presentations
(2024). “The Thrill of the Deal: How Stacking Discounts Makes Customers Feel Like Winners” Presented at the Academy of Marketing Science Academy of Marketing Science Annual Conference Miami, FL Xia, L., Zhong, W. (2024). “The Thrill of the Deal: How Stacking Discounts Makes Customers Feel Like Winners” Presented at the Society for Consumer Psychology (SCP) Society for Consumer Psychology (SCP) Annual Conference Nashville, TN Xia, L., Zhong, W., Wang, F. (2022). “To Dress up or Not: Political Identities and Pet Owners’ Purchase of Dog Apparels” Presented at the Annual Conference of the Association for Consumer Research Denver, CO 
