Yixiang Xu

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y.xu@jbs.cam.ac.uk

YIXIANG XU

徐祎翔

I am Assistant Professor in Marketing at Judge Business School, University of Cambridge.

My research focuses on the design, evaluation, and improvement of digital technologies and artificial intelligence systems intended to address real-world challenges in marketing and policy, with particular attention to the needs and experiences of vulnerable and underserved consumers.

I hold a Ph.D. in Marketing from the Haas School of Business at the University of California, Berkeley, an MPhil in Economics from the Chinese University of Hong Kong, and a B.A. in Economics from Fudan University.

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 Papers

"Nonverbal Propagation from Textual Paralanguage," with Andrea Luangrath and Bryce Pyrah, Conditional Accept at Journal of Marketing Research

''Exploitation or Inclusion: Surveillance Pricing and Constrained Consumers,'' with Colleen Chien, Accept at California Law Review

Work in Progress

''AI Personalization in Data-Scarce Markets,'' with Rupalee Ruchismita

Winner of the RRBM Dare to Care Dissertation Scholarship Award (2025)
Runner-up of the Ipsos-CARD Dissertation Proposal Award (2025)
Honorable mention of the MSI Clayton Doctoral Dissertation Proposal (2024)

''Textual Paralanguage and Web Accessibility,'' with Andrea W. Luangrath

''Experimentation in LLM Synthetic Markets,'' with Xinwei Chen, Xiexin Liu, Park Sinchaisri

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