Yixiang Xu

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yixiang-xu@berkeley.edu

YIXIANG XU

徐祎翔

I'm a PhD candidate in Quantitative Marketing at UC Berkeley's Haas School of Business.

My research investigates how AI and digital technologies shape firm and brand marketing strategies. I focus on how these tools transform economically significant but AI-unlocked markets and reduce platform frictions to enable more effective consumer participation and experiences. By combining large-scale field experiments and causal inference techniques, I aim to inform both theory and practice in digital marketing and platform strategy.

I am on the 2025–2026 academic job market.

Job Market Paper

''AI Personalization in Data-Scarce Markets''

Awards: 2025 RRBM Dare to Care Dissertation Scholarship Winner, 2025 Fox CARD-Ipsos Dissertation Proposal Award Second Winner, 2024 MSI Alden G. Clayton Doctoral Dissertation Proposal Competition Honorable Mention

Publications

''Paralanguage Classifier (PARA): An Algorithm for Automatic Coding of Paralinguistic Nonverbal Parts of Speech in Text,'' with Andrea W. Luangrath and Tong Wang (2023), Journal of Marketing Research, 60 (2), 388-408. [Paper]

''Observing Product Touch: The Vicarious Haptic Effect in Digital Marketing and Virtual Reality,'' with Andrea W. Luangrath, Joann Peck and William Hedgcock (2022), Journal of Marketing Research, 59 (2), 306-326. [Paper]

"Distributed Bayesian Inference in Linear Mixed-Effects Models," with Sanvesh Srivastava (2021), Journal of computational and graphical statistics 30.3 (2021): 594-611. [Paper]

Working Paper

''Algorithmic Targeting of At-Risk Sales Agents: Evidence from Emerging Markets''

Finalist, 2025 Artificial Intelligence in Management Conference Best PhD Paper Award

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