Virginia Tech®home

Vivian (Jieru) Xie

Blacksburg Campus

Fields of Interest: Consumer Behavior, Judgement and Decision Making, Sustainability, Disposal Decisions (e.g., waste behavior, recycling behavior), Numerical Information Processing

Vivian (Jieru) Xie is a Doctoral Candidate in the Marketing Department (Consumer Behavior) at Virginia Tech. Prior to joining VT, Vivian received a bachelor’s degree in Business Administration (with honors), and a master’s degree in Marketing from Shanghai Jiao Tong University, China.

Vivian aims to conduct research to promote consumer and social welfare by advancing people’s knowledge about the antecedents and consequences of judgement and decision-making biases. Her portfolio of research work focuses on two main areas of research interest:

Sustainability (Dissertation) Vivian’s research focus is to understand how consumers make sustainable decisions. Specifically, she is interested in understanding how different factors affect individuals’ disposal decisions. From a theoretical perspective, Vivian identifies several judgement and decision-making biases, provides a deeper understanding of why these biases emerge, and delineates boundary conditions. These findings have important implications for consumers, public policy analysts and managers to eliminate waste and protect the environment. Vivian’s dissertation is one of the winners of the 2020 Association for Consumer Research/Sheth Foundation Dissertation Grant.

Numerical Information Processing In this stream of research, Vivian primarily focuses on how processing of numerical information—such as those relating to time, product ranking, and distributions—influences judgement and decision making.

Consumer Behavior (MKTG 4204)

  • Fall 2020
  • Spring 2018

Marketing Communications (MKTG 4304)

  • Fall 2020
  • Summer 2020