Vivian (Jieru) Xie

Vivian (Jieru) Xie is an Assistant Professor of Marketing at NYU Shanghai. Her research is dedicated to enhancing consumer and social welfare, with a primary focus on how individuals make sustainable decisions across different stages of the consumption journey. She examines the motivations behind sustainability-related consumption and the factors that influence disposal behaviors, such as food waste and recycling.

In addition, Vivian explores how consumers interpret and respond to numerical information, particularly in the context of probability estimates, risk perceptions, rankings, and time-related judgments.

This is Vivian’s first academic appointment. She earned her Ph.D. in Marketing from Virginia Tech and holds both a Bachelor’s degree in Business Administration and a Master’s degree in Marketing from Shanghai Jiao Tong University (SJTU).

Selected Publications

• Xie, Vivian (Jieru)*, Fengyan Cai*, and Rajesh Bagchi* (2025). “The Rank Length Effect,” Journal of Marketing Research, 62 (1), 61-76. 

• Xie, Vivian (Jieru) and Rajesh Bagchi (2024). “How Duration of Storage Affects Food Waste Behavior,” Journal of Consumer Psychology, 34 (4), 570-587.

• Anne-Sophie Sophie, Catherine Wiggins, and Vivian (Jieru) Xie (2018). “The Impact of a Limited Time Perspective on Information Distortion,” Organizational Behavior and Human Decision Processes, 149, 35-46.

(*indicates equal authorship)

Education

• PhD, Marketing (Minor in Statistics)    
  Virginia Tech         

• MS, Marketing
  Shanghai Jiao Tong University

• BBA, Marketing
  Shanghai Jiao Tong University