Research primarily focuses on consumer behavior, specifically interested in new technology (robots, AI), behavioral pricing, and socioeconomic status. Teaching interests include marketing research, customer data analytics, and consumer behavior.
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.
PresentationsZhong, W., Xia, L. (2023). “Robots won't judge me: The impact of socioeconomic status on customer preference of AI service agents” Presented at theAmerican Marketing Association (AMA) winter Nashville, TN Ye, H., Zuo, Z., Du, T., Zhong, W., Xia, L. (2022). “What makes virtual influencers engaging?” Presented at theAssociation of Consumer Research annual conference Denver, CO