Vivian (Jieru) Xie is an Assistant Professor of Marketing at NYU Shanghai. Vivian is dedicated to research that enhances consumer and social welfare. Her primary focus is on understanding how consumers make sustainable decisions at different stages of the consumption journey. She explores consumer reactions to sustainable materials, the motivations behind sustainability-related consumption, and the factors influencing disposal behaviors, such as food waste and recycling.
Additionally, Vivian investigates how numerical information processing impacts judgment and decision-making, with particular attention to areas like time perception and ranking information.
This is Vivian’s first academic appointment. She earned her PhD in Marketing from Virginia Tech and holds both a Bachelor’s in Business Administration and a Master’s in Marketing from Shanghai Jiao Tong University (SJTU).
Selected Publications
- Vivian (Jieru) Xie*, Fengyan Cai*, and Rajesh Bagchi* (2024). “The Rank Length Effect,” Journal of Marketing Research (forthcoming).
- Vivian (Jieru) Xie and Rajesh Bagchi (2024). “How Duration of Storage Affects Food Waste Behavior,” Journal of Consumer Psychology, 34 (4), 570-587.
- Anne-Sophie 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.
Education
- PhD, Marketing
Virginia Tech - Master, Marketing
Shanghai Jiao Tong University
- Consumer Behavior
- Judgment and Decision Making
- Sustainability
- Numerical Information Processing