市场营销学系
教授
jingx@gsm.pku.edu.cn
简介:
徐菁教授现任北京大学光华管理学院市场营销系教授，银泰公益管理研究中心主任，光华行为科学实验室副主任。她毕业于美国密西根大学（Stephen M. Ross School of Business, University of Michigan），获得市场营销学博士学位。

徐菁教授的研究致力于理解消费者偏好的形成及影响消费者产品选择的因素及心理机制。她的研究方向集中在消费者即时效用在消费者决策中的影响，消费者社会比较对产品偏好及选择的作用，以及消费者独特感需求的研究等。她的研究成果发表在国内外顶级学术期刊上，包括Journal of Marketing Research、 Journal of Consumer Research、Journal of Consumer Psychology，《心理学报》、《营销科学学报》等。徐菁教授目前在光华开设的课程为消费者行为学（本科、iMBA、博士生）以及实验设计与分析（博士生）。

研究领域:
即时效用和消费者幸福感,消费者独特感需求,元认知经验和消费者偏好和决策
职业经历:
2017.2~至今北京大学光华管理学院市场营销系教授2011~2017.2北京大学光华管理学院市场营销系副教授2007~2011北京大学光华管理学院市场营销系助理教授2002~2007美国密歇根大学罗斯管理学院市场营销系博士研究生1999~2001美国亚利桑那大学助理研究员
研究成果:
Normal 0 false false false EN-US ZH-CN X-NONE MicrosoftInternetExplorer4 Wan, Wen, Jing Xu, and Ying Ding (forthcoming), “To Be or Not To Be Unique? The Effect of Social Exclusion on Consumer Choice.” Journal of Consumer Research.
Xu, Jing, Zixi Jiang and Ravi Dhar (2013), “Mental Representation and Assortment Size: How Thinking Abstractly Helps Choosing,” Journal of Marketing Research, 50(Aug), 548-59.
Xu, Jing, Hao Shen and Robert Jr. Wyer (2012), “Does the Distance Between Us Matter? Influences of Physical Proximity to Others on Consumer Choice. ”Journal of Consumer Psychology, 22 (3), 418-23.
Zhang, Ying, Jing Xu, Zixi Jiang and Suyi Huang (2011), “Been There, Done That. The Impact of Effort Investment on Goal Value and Consumer Motivation.” Journal of Consumer Research. 38 (1), 78-93.
Schwarz, Nobert and Jing Xu (2011), “Why Don’t We Learn from Poor Choices? The Consistency of Expectations, Choice, and Memory Clouds the Lessons of Experience.” Journal of Consumer Psychology, 21(2), 142-45. 2
Goldsmith, Kelly, Jing Xu and Ravi Dhar (2010), “The Power of Customers’ Mindset.” Sloan Management Review, Vol. 52 (1), 19-20.
Xu, Jing and Norbert Schwarz (2009). “Do We Need a Reason to Indulge?” Journal of Marketing Research, XLVI (Feb), 25-36.
Schwarz, Norbert, Hyunjin Song, and Jing Xu (2009). “When Thinking is Difficult: Metacognitive Experiences as Information,” in Michaela Wänke (ed.), The Social Psychology of Consumer Behavior, New York: Psychology Press, 201-23.
Schwarz, Norbert, Daniel Kahneman, and Jing Xu (2009). “Global and Episodic Reports of Hedonic Experience”, In Robert Belli, Duane Alwin, and Frank Stafford (eds.) Using calendar and dairy methods in life events research. Newbury Park, CA: Sage, 157-74.
Schwarz, Norbert, Jing Xu, Hyunjin Song, and Hyejung Cho (2008), “From Feelings to Judgments: Constructing Heuristics on the Spot,” in Advances in Consumer Research, Vol. 35, Angela Lee and Dilip Soman (eds.), 133-137.
Xu, Jing, Soyeon Shim, Sherry Lotz, and David Almeida (2004). “Ethnic Identity, socialization factors, and cultural-specific consumption behavior,” Psychology & Marketing, 21(2), 93-112.
盛峰, 徐菁 (2013). 神经营销: 解密消费者的大脑. 营销科学学报, 9 (1), 1-17.
张红霞，丁瑛，Angela Lee, 徐菁 (2013). 依赖VS独立？中国消费者自我构念的地域和年龄差异及其对广告诉求偏好的影响。营销科学学报, 9 (1), 50-61
丁瑛，徐菁，张影 (2012). 消费者如何应对选择困难——选择困难的不同归因方式对折中效应的影响. 营销科学学报.
徐菁，涂艳苹，腾添 (2010). “皮肤白即净”－肤色深浅对个性特征及消费行为判断的影响.营销科学学报，6(3), 21-29.
徐菁，蒋多 (2009).期望、体验和回忆：当消费者不能从体验中学习。心理学报，41(8), 745-752.