Zuhui Xiao

Zuhui Xiao

Ph.D.

Marketing Department

Education

Expertise

Pricing, Trust, B2B Salesforce Incentives

Zuhui Xiao graduated from the Carlson School of Management, University of Minnesota, May 2018. She is now a tenuretrack assistant professor of Marketing in Lubar School of Business, University of Wisconsin Milwaukee.

Her research interests are centered on understanding marketing decisions that respond to more realistic behavioral descriptions of consumer preferences and decisions. Her current portfolio of work includes class pricing strategies, trustbased investments in principalagent ties, competition with boundedly rational consumers (or marketers), and firms engaging salesperson who buffer and broker ties with accounts. Methodologically, she uses a mix of analytical modeling and laboratory experiments to study these issues.

Her current dissertation work includes two essays on firms’ strategies for consumers/agents who have referencedependent preference, using Koszegi and Rabin (2006, QJE)’s framework where the reference payoffs are determined endogenously by the economic environment.

Selected Works

Dissertation Essays (Dissertation Committee: George John (Adviser), Mark Bergen (Committee Chair), Yi Zhu, David Rahman)

Dissertation Essay 1 (Job Market Paper): Class Pricing with ReferenceDependent Consumers

Dissertation Essay 2: Opportunism and Trust in Interorganizational Ties: A ReferenceDependence Approach

Current Activities

Honors and Awards

Winner, the INFORMS Society for Marketing Science (ISMS) Doctoral Dissertation Award, 2017 Finalist, the Institute for the Study of Business Markets (ISBM) Doctoral Dissertation Award, 2017 AllUniversity Doctoral Dissertation Fellowship Conference Presentation Grant, Univeristy of Minnesota, 2017 AMASheth Foundation Doctoral Consortium Fellow, 2017 AllUniversity Doctoral Dissertation Fellowship (Single winner from all departments of Carlson School), 2016 INFORMS Marketing Science Doctoral Consortium Fellow, 2015, 2016 Haring Symposium Fellow, Indiana University, 2015 Institute for the Study of Business Markets (ISBM) Phd Camp Representative, San Francisco, 2014 Travel Fellowship, Carlson School of Management, UMN, 20142017 Vaile Fellowship, Carlson School of Management, UMN, 2012