On March 28, 2013, Dr. Xu Jing, Associate Professor in Marketing Department, Guanghua School of Management, came to our department to share her excellent achievement and specific research experience in the field of consumer behavior. She is also the founder and Deputy Director of Guanghua Behavioral Science Laboratory. Besides, she is the associate editor of Journal of Marketing Science, a prestigious journal in marketing in China.  

Dr. Xu Jing, graduated from the Stephen M. Ross Business School of University of Michigan in 2007, is committed to understanding the internal psychological mechanisms of consumer preferences and product selection. Her findings were published in Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology and other top international academic journals. In domestic marketing academia, Dr. Xu Jing also received many honors, including a prominent one in 2012- the first "National Natural Science Foundation of Outstanding Youth Fund."

The research that Dr. Xu Jing that day shared with us was "To Be or Not To Be Unique? The Effect of Social Exclusion on Consumer Choice", which explores consumer choice when they feel socially excluded. Such issues are very meaningful, since in this way the society and the consumption are associated, leading to a deeper understanding of consumer behavior. After the lecture, Dr. Xu Jing also patiently answered questions the faculty raised about some problems that they often encounter in their research, and she also expressed that we were always welcome to discuss with her. Her rigorous and friendly style has won the respect of everyone attending the seminar.