Department of Marketing
College of Management
University of Massachusetts Boston
100 Morrissey Boulevard
Boston, MA 02125
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), 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
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. ["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. ["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.
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. ["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.
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.
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.
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.
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.
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
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.
Undergraduate Courses
MKT 301: Marketing Principles
MKT 408: Consumer Behavior
MKT 409: Customer Relationship Management
MKT 478: Special Topics in Marketing
MKT 479: Digital Marketing
MKT 488: Independent Study
Graduate Courses
MBAMKT 671: Marketing Research
MBAMKT 682: Digital Marketing Strategy and Practice
MBAMKT 696: Independent Study
Department, College, and University
Department Curriculum Development Committee, 2017- present (chair)
Department Personnel Committee, 2016-20 (chair)
Department Faculty Search Committee, 2010-22 (chair, member)
College Faculty Steering Committee, 2022-23 (parliamentarian, secretary)
College Dean Search Committee, 2021-22 (member)
College Sport Business Faculty Search Committee, 2020-21 (chair)
College Sport Business Task Force, 2020-2021 (chair)
College Personnel Committee, 2020-21 (member)
College Faculty Steering Committee, 2018-20 (member)
College MBA Redesign Committee, 2016-2017 (member)
College Undergraduate Program Committee, 2010-2013 (co-chair, member)
College Graduate Program Committee, 2013-2017 (co-chair, member)
University Honorary Degrees Committee, 2022 (member)
University Faculty Council Advisory Group, 2020-2021 (member)
University Vice Chancellor Performance Review Committee, 2017 (member)
University Faculty Council, 2013-2016 (member)
University NEASC Standard 10 Committee, 2014 (member)
Journal and Conference Reviewer
European Journal of Marketing
International Journal of Consumer Research
International Marketing Review
Journal of Advertising
Journal of Business Ethics
Journal of Business Research
Journal of Communication
Journal of Consumer Behavior
Journal of Consumer Research
Journal of Marketing Communications
Journal of Service Research
Journal of Social Psychology
Marketing Management Journal
Psychology & Marketing
Academy of Marketing Science Conferences
American Marketing Association Conferences
Association for Consumer Research Conferences
Society for Consumer Psychology Conferences
Conference Organization
Track Chair, “Public Policy and Marketing for Non-Profit,” Academy of Marketing Science Annual Conference, 2018
· 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