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Dr. Lidan Xu

Assistant Professor

University of North Texas

Department of Marketing

(940) 565-3371

Email: Lidan.Xu@unt.edu

Education

  • PhD, University of Illinois at Urbana-Champaign, 2018
    Major: Business Administration - Marketing
  • BS, Brigham Young University, 2013
    Major: Business Management – Marketing

Professional Positions

    Professional

  • Assistant Professor, University of North Texas. University of North Texas. (2021 - Present).
  • Assistant Professor, Oklahoma State University, USA. Oklahoma State University, USA. (2018 - 2021).

Professional Memberships

  • American Marketing Association. (2016 - 2021).
  • Association for Consumer Research. (2013 - 2021).
  • Society for Consumer Psychology. (2013 - 2021).

Teaching

Teaching Experience

    University of North Texas

  • MKTG 3660 - Advertising Management, 3 courses.
  • MKTG 4120 - Consumer Behavior, 2 courses.
  • MKTG 4280 - Global Marketing Issues and Practice, 2 courses.
  • MKTG 5200 - Consumer Behavior, 7 courses.
  • MKTG 6070 - Seminar in Consumer Psychology, 2 courses.
  • MKTG 6900 - Special Problems, 2 courses.

Teaching at Other Institutions

  • Oklahoma State University, Spring 2021.
  • Oklahoma State University, Spring 2020.
  • Oklahoma State University, Spring 2019.
  • Oklahoma State University, Fall 2018.
  • University of Illinois at Urbana Champaign, Fall 2016.

Directed Student Learning

  • Dissertation Committee Member, Marketing, Logistics, and Operations Management. (March 2024).
  • Dissertation Committee Member, "Music mindset and consumer behavior," Marketing, Logistics, and Operations Management. (January 2023).

Awards and Honors

  • Junior Researcher Award, University of North Texas. (April 28, 2024).
  • Best Reviewer Award, Journal of Consumer Psychology. (March 2024).
  • UNT Washington DC Fellow, UNT. (2022).
  • Faculty Representative, Robert Mittelstaedt Doctoral Symposium. (April 20, 2021).
  • AMA-Sheth Foundation Doctoral Consortium Student Fellow, AMA-Sheth Foundation Doctoral Consortium. (May 2017).
  • Honorable Mention Award, PDMA Dissertation Competition. (2017).
  • Robert Mittelstaedt Doctoral Symposium Fellow, University of Nebraska-Lincoln. (2017).
  • Haring Symposium Fellow, University of Indiana -Bloomington. (2016).
  • List of Excellent Teachers, University of Illinois at Urbana Champaign. (2016).

Research

Published Intellectual Contributions

    Book Chapter

  • Mehta, R., Xu, L., Dahl, D. (2019). The Role of Identity Salience in Creative Thinking. Handbook of Research on Identity Theory in Marketing; Elgar Publishing.

    • Journal Article

  • Xu, L., Mehta, R. (2022). Technology Devalues Luxury? Exploring Consumer Responses to AI-designed Luxury Products. Journal of The Academy of Marketing Science.
  • Xu, L., Mehta, R., Hoegg, J. (2022). Sweet ideas: How the sensory experience of sweetness impacts creativity. Organizational Behavior and Human Decision Processes.
  • Xu, L., Mehta, R., Dahl, D.W. (2022). Leveraging Creativity in Charity Marketing: The Impact of Engaging in Creative Activities on Subsequent Donation Behavior. Journal of Marketing.
  • Xu, L., Mehta, R., Herd, K. (2019). Look at Me! Or Don’t...: How Mere Social Presence Impacts Innovation Adoption. Journal of the Association for Consumer Research.
  • Elder, R., Schlosser, A., Poor, M., Xu, L. (2017). So Close I Can Almost Sense It: The Interplay Between Sensory Imagery and Psychological Distance. Journal of Consumer Research. 44 (4) 877-894.

Presentations Given

    Invited Talk

  • Xu, L. (Author & Presenter), Exploring the Role of Creative Engagement on Donation Behavior, City University of Hong Kong, Hong Kong. (2017 - 2017).
  • Xu, L. (Author & Presenter), Exploring the Role of Creative Engagement on Donation Behavior, Columbia University, United States of America. (2017 - 2017).
  • Xu, L. (Author & Presenter), Exploring the Role of Creative Engagement on Donation Behavior, Concordia University, Canada. (2017 - 2017).
  • Xu, L. (Author & Presenter), Exploring the Role of Creative Engagement on Donation Behavior, Hong Kong Polytechnic University, Hong Kong. (2017 - 2017).
  • Xu, L. (Author & Presenter), Exploring the Role of Creative Engagement on Donation Behavior, Hong Kong University of Science and Technology, Hong Kong. (2017 - 2017).
  • Xu, L. (Author & Presenter), Exploring the Role of Creative Engagement on Donation Behavior, Nanyang Technological University, Singapore. (2017 - 2017).
  • Xu, L. (Author & Presenter), Exploring the Role of Creative Engagement on Donation Behavior, Oklahoma State University, United States of America. (2017 - 2017).
  • Xu, L. (Author & Presenter), Exploring the Role of Creative Engagement on Donation Behavior, Tulane University, United States of America. (2017 - 2017).
  • Xu, L. (Author & Presenter), Exploring the Role of Creative Engagement on Donation Behavior, University of Miami, United States of America. (2017 - 2017).
  • Xu, L. (Author & Presenter), Exploring the Role of Creative Engagement on Donation Behavior, University of Minnesota, United States of America. (2017 - 2017).
  • Xu, L. (Author & Presenter), Exploring the Role of Creative Engagement on Donation Behavior, University of South Florida, United States of America. (2017 - 2017).
  • Xu, L. (Author & Presenter), Exploring the Role of Creative Engagement on Donation Behavior, Yeshiva University, United States of America. (2017 - 2017).

    • Paper

  • Xu, L. (Author & Presenter), D'Angelo, J. (Author), Society for Consumer Psychology, That’s My Bad: Customization Helps Firms Retain Loyalty Following Negative Product Outcomes, Society for Consumer Psychology, Nashville, United States of America. (2024).
  • Xu, L. (Author), Mehta, R. (Author & Presenter), ISMS Marketing Science Conference, The Impact of Retail Environment on Luxury Consumption: A Systematic Review and New Directions, United States of America. (2020 - 2020).
  • Xu, L. (Author & Presenter), Mehta, R. (Author), Herd, K. (Author), Association for Consumer Research, Look at Me! Or Don’t…: How Mere Social Presence Impacts Innovation Adoption, United States of America. (2019 - 2019).
  • Xu, L. (Author & Presenter), Mehta, R. (Author), Conference on Artificial Intelligence, Machine Learning, and Business Analytics, Exploring Consumer Responses to AI Design, United States of America. (2019 - 2019).
  • Xu, L. (Author & Presenter), Mehta, R. (Author), American Marketing Association, Exploring the Role of Creative Engagement on Donation Behavior, United States of America. (2018 - 2018).
  • Xu, L. (Author & Presenter), Mehta, R. (Author), Argo, J. (Author), Association for Consumer Research, Chanel Necklaces and Lego Toys: Exploring the Effect of Conspicuous Consumption on Consumer Creativity, United States of America. (2017 - 2017).
  • Xu, L. (Author & Presenter), Mehta, R. (Author), Argo, J. (Author), Product Development and Management Association, Chanel Necklaces and Lego Toys: Exploring the Effect of Conspicuous Consumption on Consumer Creativity, United States of America. (2017 - 2017).
  • Xu, L. (Author & Presenter), Mehta, R. (Author), Robert Mittelstaedt Doctoral Symposium, Exploring the Role of Creative Engagement on Donation Behavior, University of Nebraska-Lincoln, United States of America. (2017 - 2017).
  • Xu, L. (Author & Presenter), Mehta, R. (Author), Hoegg, J. (Author), Society for Consumer Psychology, The Sweet Taste of Creativity: Can Taste Perceptions Affect Consumer Creativity, United States of America. (2017 - 2017).
  • Xu, L. (Author & Presenter), Mehta, R. (Author), Society for Consumer Psychology, Good or Bad? Exploring the Differential Effects of Creativity on Pro-social Behavior, United States of America. (2016 - 2016).
  • Xu, L. (Author & Presenter), Mehta, R. (Author), Association for Consumer Research, Good or Bad? Exploring the Differential Effects of Creativity on Pro-social Behavior, United States of America. (2015 - 2015).
  • Elder, R. (Author & Presenter), Poor, M. (Author), Xu, L. (Author), Association for Consumer Research, So Close I can Almost Sense It: The Impact of Differences in Sensory Imagery Distance on Consumer Attitudes and Intentions, United States of America. (2014 - 2014).
  • Elder, R. (Author & Presenter), Xu, L. (Author), Society for Consumer Psychology, So Close I can Almost Sense It: The Impact of Differences in Sensory Imagery Distance on Consumer Attitudes and Intentions, United States of America. (2014 - 2014).
  • Elder, R. (Author & Presenter), Poor, M. (Author), Xu, L. (Author), Understanding the Customer’s Sensory Experience, “So Close I can Almost Sense It: The Impact of Differences in Sensory Imagery Distance on Consumer Attitudes and Intentions, Temple University, United States of America. (2014 - 2014).

    • Poster

  • Xu, L. (Author), Yu, A. (Author & Presenter), Mehta, R. (Author), Society for Consumer Psychology, The Playful Power of Cuteness: Impact of Cute Stimuli on Creative Perfomance, Society for Consumer Psychology, Nashville, United States of America. (2024).
  • Sarker, R. (Author & Presenter), Xu, L. (Author), AMA Winter Academic Conference, Exploring the Impact of Exposure to Diverse Body Sizes on Consumer Brand Perceptions, American Marketing Association, St. Pete’s Beach, United States of America. (2024).

Service

University Service

  • Committee Member, Faculty Recruitment Committee. (2023 - Present).
  • Committee Member, Clinical Assistant/Associate Professor Search Committee. (2022 - Present).
  • Committee Member, PhD committee. (2021 - Present).
  • Committee Member, Faculty recruiting committee. (2021 - 2022).

Professional Service

  • Reviewer, Journal Article, Journal of Marketing. Dallas, Texas. (March 2024 - Present).
  • Reviewer, Conference Paper, AMA CBSIG. Vienna, (January 2024 - Present).
  • Reviewer, Conference Paper, Asia-pacific ACR. Bali, (January 2024 - Present).
  • Reviewer, Ad Hoc Reviewer, Journal of Business Research. (2024 - Present).
  • Reviewer, Journal Article, Journal of Marketing Research. (November 2023 - Present).
  • Reviewer, Ad Hoc Reviewer, Service Science. (2023 - Present).
  • Reviewer, Ad Hoc Reviewer, Thinking Skills and Creativity. (October 2022 - Present).
  • Editorial Review Board Member, Journal of Consumer Psychology. (September 2022 - Present).
  • Reviewer, Ad Hoc Reviewer, American Marketing Association John A. Howard Award. (2022 - Present).
  • Reviewer, Ad Hoc Reviewer, Journal of Consumer Affairs. (2021 - Present).
  • Reviewer, Ad Hoc Reviewer, Journal of Consumer Psychology. (2021 - Present).
  • Reviewer, Ad Hoc Reviewer, Perception. (2021 - Present).
  • Reviewer, Ad Hoc Reviewer, Creativity and Innovation Management Journal. (2020 - Present).
  • Reviewer, Ad Hoc Reviewer, Journal of Retailing. (2020 - Present).
  • Reviewer, Conference Paper, Association for Consumer Research Conference. (2018 - Present).
  • Reviewer, Ad Hoc Reviewer, Journal of Business Research. (2023 - 2023).
  • Guest Speaker, University of Texas - Arlington. Arlington, TX. (February 2023 - February 2023).
  • Reviewer, Conference Paper, Academy of Marketing Science. (2022 - 2022).
  • Reviewer, Ad Hoc Reviewer, AI and Ethics. (2022 - 2022).
  • Track Organizer, American Marketing Association. (2021 - 2022).
  • Reviewer, Ad Hoc Reviewer, Journal of Experimental Social Psychology. (August 4, 2022 - September 4, 2022).
  • Session Chair, China Marketing International Conference. (2019 - 2019).
  • Reviewer, Conference Paper, Society for Consumer Psychology Conference. (2018 - 2019).
  • Session Chair, Association for Consumer Research Conference. (2018 - 2018).
  • Reviewer, Journal Article, Journal of Consumer Research. (2016 - 2018).
  • Conference-Related, Association for Consumer Research Conference. (2014 - 2014).