Education

PhD in Marketing

New Mexico State University

MS in Management Information Systems, General

Huazhong University of Science and Technology

BS in Engineering/Industrial Management

Wuhan University of Technology

Personal Website

https://scholar.google.com/citations?user=nLmm5PMAAAAJ&hl=en

Published Works

Xu, L., Baalbaki-Yassine, S. . Introducing Marketing Analytics in Principles of Marketing Courses: An RFM-Based Teaching Case. Marketing Education Reviewhttps://doi.org/10.1080/10528008.2026.2672641. Xu, L. (). From RFM to RFMB: Accounting for Promotional Interaction in Customer Lifetime Value. 2026 AMA Summer Academic Conference. Xu, L., Baalbaki-Yassine, S. (). Teaching Customer Segmentation with RFM Analysis: An Excel-Based Marketing Analytics Case for Principles of Marketing. 2026 AMA Summer Academic Conference. Xu, L., Baalbaki-Yassine, S. (). Teaching Data-Driven Marketing to Undergraduates: A Hands-On Segmentation Case from the Retail Industry. Western Decision Science Institute. Xu, L., Bahl, A. (). Teaching Market Basket Analysis: A Data-Driven Case Study for Marketing Analytics Course. Western Decision Science Institute conference proceedings. Xu, L., Bahl, A. . Teaching Market Basket Analysis: A Data-Driven Case Study for Marketing Analytics Course. Journal of Advertising Education. Xu, L., Daughtrey, C., Vowles, S. N. (2025). Demographics, Engagement, or Service Quality: Identifying the Strongest Predictor of Membership Retention. Journal of Marketing Communicationshttps://doi.org/10.1080/13527266.2025.2556823. Xu, L., Niculescu, M. (2025). Shopping With a Price Comparison Browser Extension. Journal of Consumer Behaviour, 24(4), 2086-2096. https://doi.org/10.1002/cb.2514. Xu, L., Niculescu, M. (2025, April (2nd Quarter/Spring)). The Role of Internal Attribution in Smart Shopping Behavior. Western Decision Science Institute. Xu, L., Hyman, R. M. (2024). How and when ranking-based recommendations induce higher willingness-to-pay. Journal of Marketing Communications, 30(7), 739-761. https://doi.org/10.1080/13527266.2023.2175894. Xu, L., You, Y. (2023, October (4th Quarter/Autumn)). Experiential versus Material Products: Does the Rating Difference Matter. Association for Consumer Research. Xu, L., You, Y. (2023, October (4th Quarter/Autumn)). Shopping with a Price Comparison Browser Extension: Who Is the Smart Shopper?. Association for Consumer Research. Xu, L., Niculescu, M., Hyman, R. M. (2023). When interruptions can boost sales: An on‐line versus memory‐based perspective. International Journal of Consumer Studies, 47(5), 1733-1748. https://doi.org/10.1111/ijcs.12941. Xu, L., Roy, A., Niculescu, M. (2023). A dual process model of the influence of recommender systems on purchase intentions in online shopping environments. Journal of Internet Commerce, 22(3), 432-453. https://doi.org/10.1080/15332861.2022.2049113. Trafimow, D., Roth, N., Xu, L., Toomasian, D., Perrello, A., Tong, T., Wang, T., Choy, S., Chen, X., Wang, C., Hu, L. (2023). Surprising implications of differences in locations versus differences in means. Methodology, 19(2), 152-169. https://doi.org/10.5964/meth.10969. Rogus, S., Guthrie, J., Niculescu, M., Xu, L. (2022). The impact of a healthy checkout intervention on fruit and vegetable ‘micro-pack’ purchases in New Mexico. Public Health Nutrition, 25(12), 3317-3325. https://doi.org/10.1017/S1368980022002026. Xu, L., Hyman, R. M. (2022). Mitigation versus adaptation: climate-change-related appeals and pondering the future. Journal of Social Marketing, 12(4), 587-606. https://doi.org/10.1108/JSOCM-01-2022-0006. Xu, L., Roy, A. (2022). Cashback as cash forward: The serial mediating effect of time/effort and money savings. Journal of Business Research, 1490-37. https://doi.org/10.1016/j.jbusres.2022.05.019. Xu, L. (2022). Two Essays on the Effects of Behavioral Pricing on Consumer Decision Making. New Mexico State University. https://www.proquest.com/openview/11188b08cbe9fe1fa4d86c9085796523/1?cbl=18750&diss=y&pq-origsite=gscholar Xu, L. (2022, March). A Material-Experiential Asymmetry in the Scale Unit Effect. Society of Consumer Psychology. Xu, L., Niculescu, M. (2022, March). How and When Ranking-based Recommendations Induce Higher Willingness-to-Pay. Society of Consumer Psychology. Xu, L., Niculescu, M. (2022, March). Recovering Abandoned Shopping Carts with a Bundling Message. Society of Consumer Psychology. Xu, L. (2022, March). Why Cashback is Cash Forward: The Role of Smart Shopping. Society of Consumer Psychology. You, Y., Xu, L. (2021, October (4th Quarter/Autumn)). Discouraging Effects of True Self on Acquisition. Association for Consumer Research. Xu, L., Niculescu, M. (2021, October (4th Quarter/Autumn)). How Bundling Messages Increase the Likelihood of Going Back to Check out. Association for Consumer Research. Xu, L., Hyman, R. M. (2021, October (4th Quarter/Autumn)). Which Recommendation Label Can Induce Higher Willingness-to-Pay. Association for Consumer Research. Xu, L., Niculescu, M. (2021, June). When Beating Other is More Enjoyable: The Role of Self-esteem in Price Comparison. American Marketing Association Xu, L., Niculescu, M. (2021, June). Why We Follow a Retailer’s Recommendation. American Marketing Association. Xu, L., Niculescu, M. (2019, October (4th Quarter/Autumn)). The Power of Social Comparison in Price Information Processing. Association for Consumer Research. Xu, L., Niculescu, M. (2019, June). In-Store Shopping: Factors That Influence Unplanned Purchases. American Marketing Association. Xu, L., Niculescu, M. (2019, March). Deconstructing In-store Behavior: How Perceived Savings Impact Unplanned Purchases. Society of Consumer Psychology.