Jinan University – China
AUTHOR PROFILE
EARLY ACADEMIC PURSUITS
Xiao Tingwen’s academic journey began with a robust foundation in both English and Chinese languages, culminating in impressive achievements such as the Third Prize of Class A in the National College Students’ English Competition and the Jiangxi Provincial Government Scholarship. Xiao further honed their skills and knowledge at the Jiangxi University of Finance and Economics, where they excelled in a variety of academic competitions and earned multiple scholarships, including the Kalieng Scholarship and the Graduate Student First Class Scholarship.
PROFESSIONAL ENDEAVORS
Xiao Tingwen has made significant strides in the field of Marketing, contributing to academia through both research and practical applications. As an emerging scholar, Xiao has published several influential papers in high-impact journals. Notably, their work as the first author in “Prominent or Subtle: The Impact of Brand Prominence on Social Media Message Engagement” in the Journal of Retailing and Consumer Services (SSCI-Q1) highlights their research capabilities. Additionally, Xiao’s role as a corresponding author in the study “Too complex to handle: goal conflict and tourist preference for simple aesthetics” published in Annals of Tourism Research (SSCI-Q1; ABS-4) underscores their leadership in research projects.
CONTRIBUTIONS AND RESEARCH FOCUS
Xiao Tingwen’s research primarily focuses on the intersection of Marketing and consumer behavior, with particular emphasis on brand prominence, aesthetic preferences, and the psychological impacts of marketing strategies. Xiao’s notable publications include studies on the effects of busyness on consumer preferences for minimalist advertisements and the impact of brand name pronounceability on brand credibility and food preferences. These contributions provide valuable insights into how consumers interact with brands and make purchasing decisions.
IMPACT AND INFLUENCE
Xiao Tingwen’s work has had a significant impact on the field of Marketing, offering new perspectives on how brand characteristics influence consumer engagement and preferences. The research on brand prominence and minimalist advertisements, for instance, provides actionable strategies for marketers aiming to enhance consumer engagement through social media and advertising. Xiao’s findings on brand name pronounceability further contribute to our understanding of how linguistic factors affect consumer perceptions and behaviors, which can inform branding and marketing communication strategies.
ACADEMIC CITES
Xiao Tingwen’s academic excellence is reflected in their publications in top-tier journals, such as the Journal of Retailing and Consumer Services and Annals of Tourism Research. Their research has garnered attention and citations within the academic community, establishing Xiao as a rising authority in the field of Marketing. The acknowledgment of Xiao’s work in these high-impact journals underscores the relevance and quality of their research contributions.
LEGACY AND FUTURE CONTRIBUTIONS
Xiao Tingwen’s legacy in Marketing is built on a foundation of rigorous research and academic excellence. Their ongoing projects, such as studies on the pronounceability of brand names and consumer food preferences, indicate a continued commitment to exploring innovative and impactful topics within the field. Xiao’s ability to combine theoretical insights with practical applications ensures that their research will continue to influence marketing strategies and consumer behavior studies.
NOTABLE PUBLICATION
Stop and smell the roses: How and when busyness impacts consumers’ preference for minimalist advertisements 2024
Occam’s razor effect in packaging: The impact of simple versus complex aesthetics on product efficacy judgments 2023 (1)
Too complex to handle: Goal conflict and tourist preference for simple aesthetics 2023 (4)
Leveraging voluntary simplicity in promoting sustainable consumption from the perspective of moral appeals 2022 (6