Accepting applications from PhD students.
Email: Yuanyi.Xu@soton.ac.uk
Tel: +44 23 8059 6686
Dr Yuanyi Xu is a Lecturer in Marketing at the Department of Digital and Data Driven Marketing in Southampton Business School.
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.
Yuanyi holds an Associate Fellowship from the Higher Education Academy (AFHEA). She teaches undergraduate and postgraduate modules, including Introduction to Marketing and Marketing Communications and Media Management.
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.