RESEARCH FIELD

Consumer psychology and behavior: including brand culture, corporate social responsibility, pricing management, etc.

EDUCATION BACKGROUND

PhD           Peking University (year 2009 to year 2013)
Master        Peking University (year 2007 to year 2009)
Bachelor      North China University of Technology (year 1998 to year 2002)

TEACHING

1. Courses

Modern Marketing Research (Graduate)

Service Pricing Management (MBA)

Pricing Management, Cultural Marketing (Undergraduate)

1. Awards

Outstanding Undergraduate Program Award of Shenzhen University, 2021.06

MBA Teaching Excellence Award of Shenzhen University, 2020.07

Shenzhen University's Tencent Outstanding Teacher Award, 2017.12

Outstanding Undergraduate Program Award of Shenzhen University, 2017.10

PRACTICE

1.Working Experiences

2017.05-Now Sunrolltech Co., Ltd. Management Consultant

RESEARCH

1. Publications

1.1 Peer Reviewed International Journal Publications

Wei, Xia, Huang, Xin, Xie, Yufeng, Tu, Rungting. The Influence of Erotic Stimulation on Brand Preference of Male and Female Consumers: From the Perspective of Human Reproductive Motives, Frontiers in psychology, 13:848864.

1.2 Peer-reviewed Academic/ Professional Meeting Proceedings

Wei, Xia, Fan, Peiran, Li, Ruirui. "The impact of uncertain donation feedback in social media on donors' willingness to donate and share", 2022 Annual Conference and Doctoral Forum (CMAU) of the Chinese Marketing Association of Universities, Changchun, China, Jul.13-17, 2022.

Wei, Xia, Liang, Peiling, Li, Ruirui. "Perceiving the Impact of Available Donation Resources on Consumers in the Context of Continuous Donation by Enterprises", 2022 Annual Conference and Doctoral Forum (CMAU) of the Chinese Marketing Association of Universities, Changchun, China, Jul.13-17, 2022.

Wei, Xia, Li, Ruirui, Zhou, Xiaoxiang. "A study on the impact of negative fit CSR participation of luxury brands on consumer brand attitudes", 2022 Annual Conference and Doctoral Forum (CMAU) of the Chinese Marketing Association of Universities, Changchun, China, Jul.13-17, 2022.

Tian, Kuankuan, Wei, Xia. "The Promotion and Design Principles of Mascots for the Development of the Guangdong-Hong Kong-Macao Greater Bay Area", the 16th Chinese Academy of Management Annual Conference, Shenzhen, China, Nov. 5-7, 2021.

Wei, Xia, Wang Ziwei, Tian Kuankuan, "The Influence of Consumption Types and Consumer Pain Perception on Purchase Intention in Good Cause Marketing," 2021 Annual Conference and Doctoral Forum of the Marketing Research Association of Chinese Colleges and Universities, Xi'an, China, Jul. 18-21, 2021.

Wei, Xia, He, Yingyao, Li, Ruirui. "Before buying or after buying? The impact of the timing of donation information in good cause marketing on consumer response", 2021 Annual Conference and Doctoral Forum of the Marketing Research Association of Chinese Colleges and Universities, Xi'an, China, Jul. 18-21, 2021.

Wei, Xia, Zhou, Xiaoxiang. "'Make you cry' or 'Make you laugh'? A study on the relative effectiveness of positive and negative appeals on individual donation willingness under different types of charitable projects," the 5th International Conference on Marketing Science and Innovation(MSI) and the Journal of Cleaner Production (JCLP) Special Issue Workshop, Hunan, China, May 22-23, 2021.

Wei, Xia, Zhang, Yan Qi, Zhou, Xiaoxiang. "Grief or Laughter to Life? Research on the Influence of Charitable Appeal on Individual Donation Intention under Sadness and Inspiration", the 15th Chinese Academy of Management Annual Conference, Sichuan, China, Dec. 11-13, 2020.

Wei, Xia, Zheng, Huihui, Tu, Rong Ting. "The impact of ill-gotten gains perception on individual consumption decisions - based on the unfair distribution of team bonuses", 2020 Annual Conference of JMS China Marketing Science and Doctoral Consortium, Tianjin, China, Nov. 7-8, 2020.

Wei, Xia, Song, Qishan. "The Influence of Product Involvement in Good Cause Marketing on Consumers' Willingness to Participate in Donation Decision Making", the 5th International Conference on Marketing Science and Innovation(MSI) and Journal of Business Research(JBR) Special Issue Workshop, Hunan, China, Jul. 11-12, 2020.

Wei, Xia, Yu, Shubin and Li, Changxu. The "Beauty is Beastly" Effect in Credence Service: A Study of the Influence of Women’s Physical Attractiveness on Consumers’ Preference for Service Providers，2020 AMA Winter Academic Conference. San Diego, the USA, Feb. 14-16, 2020.

Wei, Xia, Tu, Rongting, Song, Qishan, Zhou, Xiaoxiang. "'Xingyang De' or'Accumulating Yin De'? The influence of consumer self-expression on donation intention and forwarding intention in social media-based public welfare activities - the moderating effect of degree of belief", 2019 Annual Conference of JMS China Marketing Science and Doctoral Consortium, Chengdu, China, Oct. 25-27, 2019.

Wei, Xia, Song, Qishan. "'Emotional' or 'Reasonable '? The Impact of Brand Stigma on Consumers' Brand Attitudes and Purchase Intention - The Moderating Effect of Advertising Types", 2019 Annual Conference of JMS China Marketing Science and Doctoral Consortium, Chengdu, China, Oct. 25-27, 2019.

Wei, Xia, Song, Qishan, Wang, Mengqi. "Giving people" fish "or giving people" entertainment "? The impact of donation types in good cause marketing on consumers' perception of brand intent", 2019 CMAU Annual Conference and Doctoral Consortium, Changsha, China, Jul. 26-28, 2019.

Wang, Xin, Tu, Rungting, Ge. Jingyao and Wei, Xia. "Bundle or partition? The influence of partitioned goodwill on consumer participation in caused-related marketing," 2019 China Marketing International Conference (CMIC 2019), Guangzhou, China, Jul. 22-25, 2020.

Wei, Xia, Chen, Min, Hu, Wen Juan. "Big fanfare or silent? The impact of negative fit corporate social responsibility behavior of luxury brands on consumer response", 2018 Annual Conference of JMS China Marketing Science and Doctoral Consortium, Shenzhen, China, Oct. 26-28, 2018.

Wei, Xia, Chen, Min. "Do we also have gender bias towards brands? The impact of brand gender temperament on the effectiveness of good cause marketing", 2018 Annual Conference of JMS China Marketing Science and Doctoral Consortium, Shenzhen, China, Oct. 26-28, 2018.

Wei, Xia, Chen Min, Yu Shubin, "Is 'bundled donation 'really good? Research on the impact of corporate ability image, donation method and amount on donation effect", 2018 Annual Conference of JMS China Marketing Science and Doctoral Consortium, Shenzhen, China, Oct. 26-28, 2018.

Chen, Min, Wei, Xia, Luo, Xiaowen. "Say'you donate ',' I donate 'or' matching donation'? The impact of different expressions in public welfare marketing on consumers' purchase intention and brand trust", 2018 Annual Conference of JMS China Marketing Science and Doctoral Consortium, Shenzhen, China, Oct. 26-28, 2018.

Wei, Xia, Tu, Rong Ting, Chen, Min, Ou, Jiaming. "Research on the Classification and Formation Mechanism of Happiness Brands", 2017 Annual Conference of JMS China Marketing Science and Doctoral Consortium, Guangzhou, China, Nov. 10-12, 2017.

Tu, Rong Ting, Wei, Xia, Ou, Jia Ming. "Research on the influence of payment model on mobile game willingness to pay and loyalty", 2017 Annual Conference of JMS China Marketing Science and Doctoral Consortium, Guangzhou, China, Nov. 10-12, 2017.

Feng, Wenting, Tu, Rong Ting, Wei, Xia, Ou, Jiaming. "The Influence of Enterprise-Event Fit on Enterprise Association in Good Cause Marketing: The Moderating Effect of Consumer Involvement", 2017 Annual Conference of JMS China Marketing Science and Doctoral Consortium, Guangzhou, China, Nov. 10-12, 2017.

Tu, Rong Ting, Feng, Wen Ting, Wei, Xia, Ou, Jia Ming. "The moderating effect of brand stereotypes on consumers' response to negative brand public opinion", 2017 Annual Conference of JMS China Marketing Science and Doctoral Consortium, Guangzhou, China, Nov. 10-12, 2017.

2. Honors

Shenzhen University scientific research reward (humanities and social sciences) academic innovation award, second prize at the school level, Dec 2017.

CIIA Marketing Research Association(CMRA), the 16th "China Market Research' Procter & Gamble 'Excellent Paper Award", 2017.11