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Xiajing Zhu

Assistant Professor of Marketing
Affiliations: Marketing
xiajingz@uoregon.edu
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About

Biography:

Xiajing Zhu (pronounced as sha-jing) is an assistant professor of marketing at the University of Oregon. She received her PhD in marketing from the University of California, Irvine, and an MS and BS in management from Jiangnan University. As a consumer behavior researcher, Zhu uses a multi-method approach to study the role of misinformation and information in political and branding marketplaces, and how these processes are shaped by individual identities and environmental factors.

Degree History:
  • PhD, Marketing, University of California Irvine, 2025
  • MS, Marketing, Jiangnan University, 2018
  • BS, Management, Jiangnan University, 2015
Honors and Awards:
  • Best Competitive Paper Award–Politics and Governance, Association for Consumer Research, 2025
  • Graduate Scholar Success Fund Fellowship, University of California Irvine, 2025
  • Doctoral Consortium Fellow–Norway, AMA-Sheth Foundation, 2023
  • Ray Watson Fellowship, University of California Irvine, 2023
  • Outstanding DECADE Student Representative Award, University of California Irvine, 2022
  • Management Fellowship, University of California Irvine, 2021

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Publications

Journal Articles:

Zhu, Xiajing, and Connie Connie. "Political Polarization Triggers Conservatives' Misinformation Spread to Attain Ingroup Dominance." Journal of Marketing 89, no. 1: 39–55. https://doi.org/10.1177/00222429241264997.

January 2025

Foti, Lianne, Xiajing Zhu, Yige Yuan, and Lefa Teng. "Broadcasting and Narrowcasting: The Impact of Affective and Cognitive Message Framing on Message Persuasiveness." International Journal of Advertising 39, no. 8: 1183–120. https://doi.org/10.1080/02650487.2020.1755183.

April 2020

Zhu, Xiajing, Lefa Teng, Lianne Foti, and Yige Yuan. "Using Self-Congruence Theory to Explain the Interaction Effects of Brand Type and Celebrity Type on Consumer Attitude Formation." Journal of Business Research 103: 301–309. https://doi.org/10.1016/j.jbusres.2019.01.055.

October 2019

Dou, Xinhua, Xiajing Zhu, Jason Q. Zhang, and Jie Wang "Outcomes of Entrepreneurship Education in China: A Customer Experience Management Perspective." Journal of Business Research 103: 338–347. https://doi.org/10.1016/j.jbusres.2019.01.058.

October 2019

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