UMass Boston

Vincent Xie, Director & Associate Professor, Marketing

Guangxin Xie

Department:
Marketing
Title:
Director & Associate Professor
Location:
McCormack Hall Floor 05 00408
Phone:

617.287.7455

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Biography

Prof. Xie is a marketing scholar and certified digital marketing professional. His research examines how consumers’ capabilities and processing styles shape their responses to the presentation, framing, and manipulation of marketplace information, especially in digital environments. His work provides insights into designing effective and ethical strategies for engaging customers and stakeholders in an increasingly technology-driven marketplace.

Area of Expertise

Consumer Behavior, Digital Marketing, Marketing Ethics

Degrees
  • Credential of Readiness (with Honors) in Business Essentials (2024), Harvard Business School
  • Professional Certified Marketer (PCM®) in Digital Marketing (2021), American Marketing Association
  • Executive Certificate in Strategy & Innovation (2019), Massachusetts Institute of Technology
  • Ph.D. in Marketing (2009), University of Oregon
  • M.A. in Communication (2004), Washington State University
  • B.A. in English (2001), Sichuan University

Professional Publications & Contributions
  • Jin, Y., Xie, G., & Zhang, J. (forthcoming), When product scarcity backfires (or doesn’t): Limited quantities affect perceived retailer sincerity in online promotions, Journal of Retailing.
  • Zhang, J., Yu, S., Liu, R., Xie, G., & Zurawicki, L. (2024). Unveiling the melodic matrix: Exploring genre-and-audio dynamics in the digital music popularity using machine learning techniques, Marketing Intelligence & Planning, 42 (8), 1333-1352.
  • Xie, G., Chang, H., & Rank-Christman, T. (2022). Contesting dishonesty: When and why perspective-taking decreases ethical tolerance of marketplace deception. Journal of Business Ethics, 175 (1), 117-133.
  • Wright, S. & Xie, G. (2019). Perceived privacy violation: Exploring the malleability of privacy expectations, Journal of Business Ethics, 156 (1), 123-140. 
  • Xie, G. (2016). Deceptive advertising and third-person perception: The interplay of generalized and specific suspicion. Journal of Marketing Communications, 22(5), 494-512.
  • Xie, G., Madrigal, R., & Boush, D. M. (2015). Disentangling the effects of perceived deception and anticipated harm on consumer responses to deceptive advertising. Journal of Business Ethics, 129 (2), 281-293.
  • Xie, G. & Quintero-Johnson, J. M. (2015). Examining the third-person effect of baseline omission in numerical comparison: The role of consumer persuasion knowledge. Psychology & Marketing, 32 (4), 438-449.
  • Chang, H., Zhang, L., & Xie, G. (2015). Message framing in green advertising: The effect of construal level and consumer environmental concern. International Journal of Advertising, 34 (1), 158-176.
  • Xie, G., Boush, D. M., & Liu, R. (2015). Tactical deception in covert selling: A persuasion knowledge perspective. Journal of Marketing Communications, 21 (3), 224-240.
  • Xie, G. & Kahle, L. R. (2014). Approach or avoid? The effect of regulatory focus on consumer behavioral responses to personal selling attempts. Journal of Personal Selling and Sales Management, 34 (4), 260-271.
  • Xie, G. & Kronrod, A. (2012). Is the devil in details? The signaling effect of numerical precision in environmental advertising claims. Journal of Advertising, 41 (4), 103-117.
  • Gurel-Atay, E., Xie, G., Chen, J., & Kahle, L. R. (2010). Changes in social values in the United States, 1976-2007: “Self-respect” is on the upswing as “sense of belonging” becomes less important. Journal of Advertising Research, 50 (1), 57-67.
  • Xie, G. & Lee, M. J. (2008). Anticipated violence, arousal, and enjoyment of movies: Viewers’ reactions to violent previews based on arousal seeking tendency. Journal of Social Psychology, 148 (3), 277-292.
  • Kahle, L. R. & Xie, G. (2008). Social values in consumer psychology. In C. Haugtvedt., P. Herr., & F. Kardes (eds.), Handbook of Consumer Psychology (pp. 575-585), New York, NY: Lawrence Erlbaum Associates.