Li Xiao Associate Professor Department of Marketing and Tourism Management Email: lixiao3@public.wh.hb.cn Phone : 027-68753159 PhD Marketing, Wuhan University, China (1995-1999) MSc Business Management, Wuhan University, China (1984-1987) B.A. Political Economy, Wuhan University, China (1980-1984) Curriculum Vitae

TEACHING AND RESEARCH AREAS

Ÿ TeachingFocusing : Global Marketing(undergraduate,54)；International Marketing(undergraduate, 54)；Special Topic on Consumer Marketing (Master, 18)

Ÿ Research Areas : ServiceMarketing；International Marketing Strategy

ACADEMIC EXPERIENCE

Ÿ Associate Professor ofMarketing and TourismManagement, Wuhan University, 2003 –Present

MANAGERAL AND PRACTICAL EXPERIENCE

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CONSULTING AND TRAINING EXPERIENCE (GOVERNMENT OR CORPORATE)

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SELECTED PUBLICATIONS

Journal Papers (International)

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Journal Papers (Domestic)

Ÿ Li Xiao and Dang Yiwen, “Research on Influence of Cultural Mixing Mode of Product on Consumers’ Willingness to Purchase—With Perceived Innovation and Perceived Intrusiveness as Mediators”,Luojia Management Review, No.3, pp.147-161, 2017

Ÿ Li Xiao, Yin Congcong and Huang Lei, “How to Change Consumers' OnlineDelay Preferences——Perspective of Mental Simulation”, Modernization of Management, No.5, pp.75-77, 2016

Ÿ Li Xiao and Chengqi, “Research on the Influence of Consumer Group Identity and Group Uniqueness on Evaluation of Culturally-Oriented Advertising”, Consumer Economics, No.5, pp.43-47+81, 2016

Ÿ Li Xiao, Huang Lei and Zhang Xiaohan, “The Study of Interactions of Consumers’ Delay Inversion Between “Who Am I” and MentalSimulation”, Luojia Management Review, No.2, pp.48-59, 2013

Ÿ Li Xiao,Wang Xuefang andTian Jing, “The Effect OfConsumer Sentiment On CulturalPerception in ChineseCultureContext”，Commercial Times，No.25, pp.33-34, 2012

Ÿ LiXiao and Tu Caixie,“How does Chinese Consumer’s Delay Intension Reverse?——In thePlanned Behavior Perspective”, Economics & Management, No.12, pp.10-17,2011

Ÿ Li Xiao and Zhang Xiaohan, “The EmpiricalResearch on Relationship BetweenIntertemporal Delay Intention and Interemproral Inversion Purchase”, Statistics and Decision ,No.16, pp.63-65, 2010

Cases and Practical Papers

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Conference Papers (International)

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Textbooks

Ÿ Li Xiao,2004,Service Marketing, Wuhan:Wuhan University Press.

Monography

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Others

Ÿ Li Xiao,2006,Consumer Behavior, Beijing:China Machine Press.

RESEARCHGRANTS

Government-fundedgrants

Ÿ TheResearch on Consumers' Delay Preferences Based on Dual Self Game——A Perspective of Mental Simulation,￥400000, 2012, Ref.71172211

Ÿ The Study of Consumer Delay Intention Inversion,￥30000，2010

Ÿ Consumer Behavior withCoupons，￥10000，2009

Corporate-fundedgrants

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International collaborativegrants

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AWARDS AND HONORS

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EDITORIAL BOARDS

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MEMBERSHIPS, CERTIFICATIONS

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INVITED SPEECH ANDMEDIA COVERAGE

Ÿ MetroEconomyIsNoWorseThan Network Economy，WuhanMorning News，November 1^st2012，page A08