Department of Marketing
College of Management
University of Massachusetts Boston
100 Morrissey Boulevard
Boston, MA 02125
Office: 617-287-7455
Visiting Scholar, Nanyang Business School, Nanyang Technological University, Singapore, 2024
Director of AACSB Relationships, College of Management, University of Massachusetts Boston, 2022 - present
Associate Professor of Marketing (tenured), College of Management, University of Massachusetts Boston, 2016 - present
Assistant Professor of Marketing, College of Management, University of Massachusetts Boston, 2009 - 2015
Ph.D. in Marketing (2009), University of Oregon
M.A. in Communication (2004), Washington State University
B.A. in English (2001), West China Medical Center, Sichuan University
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
Peer-reviewed Journal Article
Jin, Y., Xie, G., & Zhang, J. (2025). When product scarcity backfires (or doesn’t): Limited quantities affect perceived retailer sincerity in online promotions, Journal of Retailing, https://doi.org/10.1016/j.jretai.2025.11.001
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, https://doi.org/10.1108/MIP-04-2024-0209
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, https://doi.org/10.1007/s10551-020-04582-6, ["Financial Times 50"]
Wright, S. & Xie, G. (2019). Perceived privacy violation: Exploring the malleability of privacy expectations, Journal of Business Ethics, 156 (1), 123-140, https://doi.org/10.1007/s10551-017-3553-z, ["Financial Times 50"]
Xie, G. (2016). Deceptive advertising and third-person perception: The interplay of generalized and specific suspicion. Journal of Marketing Communications, 22(5), 494-512, https://doi.org/10.1080/13527266.2014.918051
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, https://doi.org/10.1007/s10551-014-2155-2, ["Financial Times 50"]
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, https://doi.org/10.1002/mar.20790
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, https://doi.org/10.1080/02650487.2014.994731
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, https://doi.org/10.1080/13527266.2012.754369
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, https://doi.org/10.1080/08853134.2014.929503
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, https://doi.org/10.1080/00913367.2012.10672460
Xie, G. & Boush, D. M. (2011). How susceptible are consumers to deceptive advertising claims? A retrospective look at the experimental research literature. The Marketing Review, 11 (3), 293-314, https://doi.org/10.1362/146934711X589480
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, https://doi.org/10.2501/S002184991009118X
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, https://doi.org/10.3200/SOCP.148.3.277-292
Lee, M. J., Tedder, M. C., & Xie, G. (2006). Effective computer text design to enhance readers’ recall: Text formats, individual working memory capacity and content type. Journal of Technical Writing and Communication, 36 (1), 57-73, https://doi.org/10.2190/BJC8-7E0Q-2D8E-8XWK
Book Chapter
Xie, G., Cavallero, A., & Cheng, M. (2013). Reluctant for a reason? A persuasion knowledge perspective on green advertising. In L. R. Kahle & E. Gurel-Atay (eds.), Marketing Communications for the Emerging Green Economy (pp. 141 -157), New York, NY: M. E. Sharpe.
Xie, G. & Boush, D. M. (2011). Where to draw the line: Managerial implications of behavioral research on deceptive advertising. In S. Posavac (ed.), Cracking the Code: Leveraging Consumer Psychology to Drive Profits (pp. 89-111), New York, NY: M. E. Sharpe.
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.
Peer-reviewed Conference Proceeding
Jin, Y., Chang, H., & Xie, G. (forthcoming), Numbers, images, and status: Functional and symbolic value of visual reference for quantitative attributes, Proceedings of the American Marketing Association 2026 Winter Conference.
Xie, G., Sherchan, J., & Weng, I., (2025), Artificial authenticity of AI-generated emotional text: The case of ChatGPT and beyond, Proceedings of the 7th Annual Conference of the Association for Information Systems New England Chapter.
Xie, G. & Aksu, G. (2025), Beyond Numbers: Numeracy Shapes Perceived Contradiction in Paradox Brands, Advances in Consumer Research.
Zhang, E., Liu, R., Zhang, J., Yu, S., Xie, G., Zurawicki, L. (2025). Investigating the use of explainable AI and Bayesian optimization to predict, explain, and optimize song popularity on music streaming services. Proceedings of the Asia-Pacific Marketing Academy Annual Conference.
Jin, Y., Xie, G.,& Zhang, J. (2024). Product abundance signals retailer sincerity: Consumer inference about limited quantity in online promotion, Proceedings of the Asia-Pacific Conference of the Association for Consumer Research.
Kronrod, A., Xie, G., Brege, H. (2022). The precise-unique intuition: Semantic precision signals product uniqueness. Proceedings of the European Marketing Academy, 51, 106831.
Yang, L., Xie, G., & Lu, Y. (2021), Self-Image on the Line: How Face Payment Fosters Self-Regulation in Making Healthier Food Choice, Advances in Consumer Research, 49, 934.
Xie, G. & Kronrod, A. (2020), Precisely unique: Semantic precision increases perceived uniqueness of cultural products, Advances in Consumer Research, 48, 954-957.
Jin, Y. & Xie, G. (2020), “Scarce- insincere” heuristic: Signaling effect of limited quantity in scarcity appeal, Advances in Consumer Research, 48, 1201.
Xie, G., Quintero Johnson, J. M., & Bakpayev, M. (2019), Look vs. sound of uncanny valley: Effects of visual vs. audio humanization on consumer adoption of social robot, Advances in Consumer Research, 47, 997.
Kronrod, A., Xie, G. & Danziger S. (2018). Think versus feel asymmetry in response to verbal precision, Advances in Consumer Research, 46, 915.
Kronrod A. & Xie. G. (2017). Ruby-red with banana-yellow stripes: Semantic precision, attitudes, and conversation cooperativeness in advertising, Proceeding of the American Academy of Advertising 2017 Annual Conference, 197.
Xie, G., Chang, H., & Rank, T. (2017). The effect of self-target comparison in perspective-taking on judgment of dishonesty, Advances in Consumer Research, 44, 691-692.
Kronrod, A. & Xie, G. (2016). Precise like a Swiss watch: Semantic precision in marketing communication, Advances in Consumer Research, 44, 744.
Liu, R., Xie, G., Quintero Johnson, J. (2016). Cultural Influence on the Use of Social Media in Consumer Complaint, 2016 INFORMS Marketing Science Conference Proceeding.
Wright, S. & Xie, G. (2016). Examining the social contract of information exchange: The roles of company intentionality, information sensitivity, and consumer consent, Proceeding of the American Marketing Association Educators’ Conference, 27, 121.
Xie, G. (2014). Beyond the asterisk: The effect of referent disclosure on consumer response to incomplete comparative advertising. Advances in Consumer Research, 42, 750.
Chang, H., Zhang, L., & Xie, G. (2014). “Go green” for now or future? The effect of message framing, construal level, and environmental concern. Advances in Consumer Research, 42, 776.
Xie, G. & Quintero-Johnson, J. M. (2014). Consumer persuasion knowledge and third-person effect of baseline omission. The 2014 Marketing and Public Policy Conference Proceeding, 24, 76-77.
Liu, R., Xie, G., Han, Y., & Song, S. (2013). Taxonomy of online and offline consumer complaint behaviors: A cross-cultural study in China and the U.S.A. The 15th Cross-cultural Research Conference Proceeding.
Xie, G. (2013). Inconspicuous omission of numerical baseline: Perceived materiality and consumer support for mandatory disclosure. Advances in Consumer Psychology, 5, 174-176.
Xie, G. & Kronrod, A. (2013). Vive La (petite) difference! Numerical precision and perceptions of a company’s competence in green advertising. Advances in Consumer Psychology, 5, 24-25.
Xie, G. (2013). Perceived materiality: A defensive mindset view on the third-person effect of deceptive advertising. Proceeding of the American Marketing Association Educators’ Conference, 24, 155-156.
Xie, G. & Kronrod, A. (2013). Is the devil in details? The signaling effect of numerical precision in environmental advertising claims. Proceeding of the American Marketing Association Educators’ Conference, 24, 233-234.
Xie, G., Rank, T., & Grayson, K. (2012). Target-observer asymmetry in the use of persuasion knowledge. Advances in Consumer Research, 40, 211.
Xie, G. & Chang, H. (2012). Maneuvering or cheating? Perspective-taking and numerical anchoring in price negotiation. Advances in Consumer Research, 38, 855-856.
Xie, G., Boush, D. M., & Boerstler, C. N. (2012). Bounded defensive: Advertising deception, deception knowledge, and meta-cognitive expectancies. Advances in Consumer Research, 38, 582.
Andrews, S. & Xie, G. (2012). Can consumers cope with visual rhetorical figures in advertising? Advances in Consumer Research, 38, 861-862.
Xie, G., Chang, H., & Sagara, N. (2012). Characterizing deception by deviation: The moderating role of perspective-taking. Advances in Consumer Psychology, 3, 273-275.
Xie, G. & Boush, D. M. (2011). Conditional negativity: The effect of anticipated harmfulness of advertising deception on brand evaluation. Advances in Consumer Psychology, 3, 351-352.
Xie, G. & Xia, L. (2011). Facing the unethical: When violations can (or cannot) be rationalized. Asia-Pacific Advances in Consumer Research, 9, 319.
Xie, G., Chang, H., & Sagara, N. (2011). Perceived deception: The role of perspective-taking. Asia-Pacific Advances in Consumer Research, 9, 321.
Xie, G. (2011). Coping with flattery as a selling tactic: A multi-dimensional perspective. Asia-Pacific Advances in Consumer Research, 9, 127-128.
Xie, G. & Rank, T. (2010). Morality, suspicion, and modification: New directions after 15 years’ persuasion knowledge research. Advances in Consumer Research, 37, 267.
Xie, G., Boush, D. M., Kahle, L. R., & Wright, P. (2010). A tale of two modes: When do consumers approach or avoid persuasion attempts? Advances in Consumer Research, 37, 269-270.
Andrews, S., Xie, G., & Boush, D. M. (2010). Exploring the differential nature of appeal of visual advertising to consumers. Advances in Consumer Research, 37, 747-748.
Xie, G. & Boush, D. M. (2008). Uncovering undercover marketing: The role of consumers’ agent, persuasion and topic knowledge. Proceeding of the American Marketing Association Educators’ Conference, 19, 170-177.
Xie, G., Boush, D. M., & Boerstler, C. N. (2007). Consumer response to marketplace deception: Implication of the persuasion knowledge model. Advances in Consumer Research, 34, 406-407.
Xie, G., Boush, D. M., & Boerstler, C. N. (2007). Consumer marketplace intelligence and vulnerability: Advertising deception, deception knowledge and expectancies. Proceeding of the Society for Consumer Psychology Conference, 222.
· Faculty Service Award, College of Management, University of Massachusetts Boston, 2021
Healey Grant ($11,500), University of Massachusetts Boston, 2018
Best in Conference Paper, American Marketing Association Marketing and Public Policy Conference, 2014
University Research Seminar Fellow, University of Massachusetts Boston, 2011
Healey Grant ($6,600), University of Massachusetts Boston, 2010
China Program Fellowship, Warsaw Sports Marketing Center, College of Business, University of Oregon, 2007
AMA-Sheth Foundation Doctoral Consortium Fellow, Arizona State University, 2007
Doctoral Research Fellowship, Warsaw Sports Marketing Center, College of Business, University of Oregon, 2007
Merle King Smith Scholarship, College of Business, University of Oregon, 2004-2008