About
Dr Yuanyi Xu is a Lecturer in Marketing at the Department of Digital and Data-Driven Marketing, University of Southampton Business School, and currently serves as Programme Leader for BSc Marketing.
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 Xu holds a Fellowship from the Higher Education Academy (FHEA). She teaches both undergraduate and postgraduate modules, including Introduction to Marketing and Marketing Communications and Media Management. She also has experience teaching Marketing Research, Digital Marketing, and Global Marketing.
Biography
Dr Yuanyi Xu joined the University of Southampton Business School as a Lecturer in Marketing in 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.