Profile
Dr Yuanyi Xu joined Newcastle University Business School as a Lecturer (Assistant Professor) in Marketing in 2026. She received her PhD in Marketing at Durham University (pass with no corrections) in 2024, and then worked as a Lecturer (Assistant Professor) at the University of Southampton before joining NUBS.
Yuanyi’s research comprises two main streams. In the first stream of research, she explores how consumers’ goals, personality traits, and motivations shape their consumption decisions in the process of identity construction and in coping with identity threats. In the second, she examines how these factors influence consumers’ travel destination decisions.
Yuanyi has published in leading journals in the field, including Tourism Management (ABS 4, A*), Journal of Travel Research (ABS 4, A*), and Psychology & Marketing (ABS 3, A), among others. She also serves as a reviewer for Psychology & Marketing.
She welcomes prospective PhD students with research interests in:
· Consumer Identity and Identity Threat
· Consumer Goals, Personality, and Motivations
· Tourism (Destination) Marketing and Services Marketing
Education:
PhD in Marketing, Durham University
MSc International Management specialised in Marketing, University of Exeter
Email Address:
Yuanyi.Xu@newcastle.ac.uk
Roles and Responsibilities:
Lecturer (Assistant Professor) in Marketing
Undergraduate Admission Selector
Research Interests:
- Symbolic Consumption
- Compensatory Consumption
- Consumer Goals, Personality, and Motivations
- Tourism (Destination) Marketing and Services Marketing
Yuanyi welcomes prospective PhD candidates with similar research interests.
Yuanyi is a Fellow of the Higher Education Academy (FHEA). She currently teaches the following modules at NUBS:
- NBS8640 Digital Marketing (Module Lead)
- NBS8519 Digital Marketing Strategy (Module Lead)
- NBS8638 Omnichannel Retailing
- MKT3014 New Product and Service Development
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Articles
- Yang J, Xu Y, Lin Z. When Less Pressure Leads to More Talk: Sales Tactics and Word-of-Mouth. Psychology & Marketing 2025, 42, 2939-2960.
- Liu T, Xu Y, Yang J, Li K. Mindful Machines: Understanding How AI's Theory of Mind Capabilities Influence Consumer Response to Product Recommendations. Psychology & Marketing 2025, 42(12), 3081-3100.
- Wang L, Xu Y, Lin Z, Chen Y. Two birds with one stone: Goal conflict handling and its effect on well-being. Tourism Management 2024, 102, 104878.
- Wang L, Chen Y, Xu Y, Lin Z. Assertive or non-assertive? How self-concept clarity influences customers' responses to advertising messages. International Journal of Hospitality Management 2024, 123, 103942.
- Wang L, Chen Y, Xu Y, Lin Z. From Faces to Feels: The Impact of Human Images on Online Review Usefulness. Journal of Travel Research 2025, 64(2), 284-298.