On the afternoon of March 25, 2026, the 29th Youth Scientist Forum of SZUCM was held in Room B104, Mingli Building, Lihu Campus. Hosted by Vice Dean Chen Xingyu, it invited Associate Professor Li Xiuping, Deputy Director of the Marketing Department at National University of Singapore Business School, to deliver a keynote report on how text description regulates the impact of emotion on prosocial behavior.
Associate Professor Li Xiuping, a tenured professor with a PhD in Marketing, focuses on consumer psychology. Her research, published in top international journals, proposes a theoretical model of "cognition as a track switch", verifying that text perspective and image emotion matching significantly affect helping behavior through multiple experiments and data analysis.
In the interactive session, teachers and students exchanged views with Professor Li on text perspective definition and practical implications. Vice Dean Chen summarized that the report, with a clear theoretical and empirical focus, expanded the theoretical boundary of multimodal information processing.
As a brand academic activity, the forum continues to provide opportunities for in-depth exchanges. It will focus on digital economy and technological application to promote interdisciplinary integration and boost the college’s discipline construction and talent training.
