About
Dr Yuanyi Xu is a Lecturer in Marketing at the Department of Digital and Data Driven Marketing in Southampton Business School.
Research
Research groups
Research interests
- Consumer Identity and Identity Threat
- Goals, Motivations, and Individual Differences
- Symbolic Consumption
- Compensatory Consumption
Current research
Yuanyi's current research centres on examining consumers’ decision making in response to threats to their self- or social identities. She is particularly interested in understanding how individual differences in personalities, motivations, and goal orientations shape consumers’ product preferences, especially when consumers experience psychological threats.
Publications
Teaching
Yuanyi holds an Associate Fellowship from the Higher Education Academy (AFHEA). She teaches undergraduate and postgraduate modules, including Introduction to Marketing and Digital Marketing.
Biography
Dr Yuanyi Xu joined the Southampton Business School as a Lecturer in Marketing in March 2024. She holds a PhD degree in Marketing (pass with no corrections) from Durham University and a MSc degree in International Management specialised in Marketing from the University of Exeter.