个人简介

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 organization 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）。 教育背景 2007 美国密歇根大学 市场营销 博士 2001 美国亚利桑那大学 零售和消费者科学 硕士 1995 南京中医药大学 医药学 学士 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 最新观点 徐 菁：这3类企业可以持续增长，你最想做哪一种？ 徐菁：“主流”还是“小众” 排斥感如何影响消费选择 徐 菁：自我身份认知越“广”，越爱买“高级”货？| 学术光华 研究进展 Jiang, Zixi, Margaret Gorlin, Jing Xu, Ravi Dhar, “ Of the Bold and the Beautiful: How Feeling Beautiful Leads to Less Context Dependent Choices,” JMR 2nd Round. Ding, Ying, Jing Xu and Wen Wan. “Broad vs. Narrow: How Identity Framing Influences Prosocial Behavior,” JCR R&R. Zheng, Xiaoying and Jing Xu, “To Be Respected or Be Liked: The Effect of Social Comparison on Consumer Desire for Competence and Warmth,” JCR 2nd Round. Goldsmith, Kelly, Jing Xu, and Ravi Dhar. “The Role of Abstract and Concrete Mindsets on The Purchase of Products from Adjacent Categories,” JCP 1st Round. Grolin, Margaret, Zixi Jiang, Jing Xu, Ravi Dhar, “How Feeling Beautiful Leads to Optimism in Consumption,” To be submitted to JCR. 承担的自然科学基金项目 2009.1-2011.12 主持国家自然科学基金面上项目#70872007。 “追求归属感还是个性化？消费者身份构建动态性及其对品牌偏好影响”。项目已结题，结题绩效评估特优。 2013.1-2015.12 主持国家自然科学基金优青项目#71222205。“消费者行为决策”。项目已结题。 2017.1-2020.12 主持国家自然科学基金面上项目#71672002。“消费者非理性行为干预及引导”。 教授课程 2007 – 至今 消费者行为 (iMBA，英文授课) 2010 – 至今 Doing Business in China (面向交换 MBA/EMBA学生授课) 2007 – 至今 消费者行为 – 决策及判断　(iPHD学生，英文授课) 2008 – 至今 实验设计及分析（iPHD 学生，英文授课） 2014 - 2016 营销管理 (iMBA,　英文授课) 2015 – 2016 组织与管理小班授课　（本科生） 2013 – 至今 Marketing in Emerging Economies (Wharton + Guanghua MBA学生) 企业经历 1995-1996 北京诺华制药公司 营销经理 荣誉获奖 2014 第八届厉以宁科研奖 2013 北京大学优秀博士学位论文指导老师 2012 北京银行教学奖 2011 北京大学光华管理学院教学二等奖 2010 北京大学光华管理学院教学二等奖 2005 AMA Doctoral Consortium Fellow 2005 Kendrick Award in Marketing, Ross organization of Business, University of Michigan 2005 Charles H. Gessner 奖学金, Ross organization of Business, University of Michigan 2005 Brunnett奖学金 (Marketing Communication), Ross organization of Business, University of Michigan 2004 Thomas William Leabo Award, Ross organization of Business, University of Michigan 学术会议宣讲 Xu, J. & Schwarz, N. (2004, April), “Is driving a BMW more enjoyable than driving an Escort? – Depends on how you think about it”. Paper presented at Haring Symposium, Kelly organization of Business, Indiana University, Bloomington, Indiana. Xu, J. & Schwarz, N. (2004, October), “Is driving a BMW more enjoyable than driving an Escort? – Depends on how you think about it”. Paper presented at Association for Consumer Research Annual Conference, Portland, Oregon. Xu, J. & Schwarz, N. (2004, November), “Feelings and beliefs about feelings – Does the car really matter?” Paper presented at Decision Consortium, Department of Psychology, University of Michigan, Ann Arbor, Michigan. Xu, J. & Schwarz, N. (2004, November), “Was it too many or unfamiliar? - Diverging inferences from difficulty of recall”. Poster presented at Annual Conference of Society of Judgment and Decision Making, Minneapolis, Minnesota. Xu, J. & Schwarz, N. (2005, March), “Was it long ago or unimportant? - Diverging inferences from difficulty of recall”. Paper presented at Annual Conference of Society for Consumer Psychology, St. Pete’s Beach, Florida. Schwarz, N., Cho, H., & Xu, J. (2005, July). Diverging inferences from identical inputs. European Association of Experimental Social Psychology, Wuerzburg, Germany. Xu, J. & Schwarz, N. (2006, February), “Do we really need a reason to indulge?” Paper presented at Annual Conference of Society for Consumer Psychology, Miami, Florida. Xu, J. & Schwarz, N. (2007, Oct), “Constructing heuristics on the spot.” Paper presented at Annual Conference of Association for Consumer Research, Memphis, Tennessee. Zixi Jiang., Xu J. & Dhar, R. (2010, Oct), “Mental Representation and Assortment Size: How Thinking Abstractly Helps Choosing” Paper presented at Annual Conference of Association for Consumer Research, Jacksonville, Florida. Zixi Jiang, Margaret Gorlin, Jing Xu and Ravi Dhar (2011), “The Beautiful Are the Bold: How Feeling Beautiful Influences Choices”, Association of Consumer Reseach Conference, St. Louis, U.S. Zixi Jiang, Margaret Gorlin, Jing Xu and Ravi Dhar (2011), “The Beautiful Are the Bold: How Feeling Beautiful Influences Choices”, Society for Judgment and Decision Making Conference, Seattle, U.S. Zixi Jiang, Margaret Gorlin, Jing Xu and Ravi Dhar (2012), The Beautiful Are the Bold: How Feeling Beautiful Influences Choices”, Society of Consumer Psychology Conference, Las Vegas, Nevada, U.S. Ding Ying, Jing Xu, and Wen Wan (2012), Broad or Narrow: How Identity Framing Influences Prosocial Behavior, Association of Consumer Research Conference, Vancouver, Canada. 学术社团 Association for Consumer Research Society for Consumer Psychology American Marketing Association 专业主编 2010 - 2015营销科学学报 (Journal of marketing science, Chinese journal)