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Lidan Xu

Title: Assistant Professor

Department: Marketing

College: College of Business

Curriculum Vitae

Curriculum Vitae Link

Education

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

Current Scheduled Teaching

MKTG 5200.408Consumer BehaviorSpring 8W2 2025
MKTG 6070.001Seminar in Consumer PsychologySpring 2025
MKTG 5200.407Consumer BehaviorFall 8W1 2024 SPOT
MKTG 5200.480Consumer BehaviorFall 8W2 2024 SPOT
Texas Education Code 51.974 (HB 2504) requires each institution of higher education to make available to the public, a syllabus for undergraduate lecture courses offered for credit by the institution.

Previous Scheduled Teaching

MKTG 5200.009Consumer BehaviorSpring 8W1 2024 SPOT
MKTG 5200.010Consumer BehaviorSpring 8W2 2024 SPOT
MKTG 6900.003Special ProblemsSpring 2024
MKTG 5200.007Consumer BehaviorFall 8W1 2023 SPOT
MKTG 5200.080Consumer BehaviorFall 8W2 2023 SPOT
MKTG 4120.003Consumer BehaviorSpring 2023 Syllabus SPOT
MKTG 6070.001Seminar in Consumer PsychologySpring 2023 SPOT
MKTG 6900.003Special ProblemsSpring 2023
MKTG 3660.001Advertising ManagementFall 2022 Syllabus SPOT
MKTG 4280.001Global Marketing Issues and PracticeFall 2022 Syllabus SPOT
MKTG 4120.003Consumer BehaviorSpring 2022 Syllabus SPOT
MKTG 4280.003Global Marketing Issues and PracticeSpring 2022 Syllabus SPOT
MKTG 3660.001Advertising ManagementFall 2021 Syllabus SPOT
MKTG 3660.007Advertising ManagementFall 2021 Syllabus SPOT
Texas Education Code 51.974 (HB 2504) requires each institution of higher education to make available to the public, a syllabus for undergraduate lecture courses offered for credit by the institution.

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.
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Overall
Summative Rating		 Challenge and
Engagement Index		 Response Rate

out of 5
out of 7		 %
of
students responded
  • Overall Summative Rating (median):
    This rating represents the combined responses of students to the four global summative items and is presented to provide an overall index of the class’s quality. Overall summative statements include the following (response options include a Likert scale ranging from 5 = Excellent, 3 = Good, and 1= Very poor):
    • The course as a whole was
    • The course content was
    • The instructor’s contribution to the course was
    • The instructor’s effectiveness in teaching the subject matter was
  • Challenge and Engagement Index:
    This rating combines student responses to several SPOT items relating to how academically challenging students found the course to be and how engaged they were. Challenge and Engagement Index items include the following (response options include a Likert scale ranging from 7 = Much higher, 4 = Average, and 1 = Much lower):
    • Do you expect your grade in this course to be
    • The intellectual challenge presented was
    • The amount of effort you put into this course was
    • The amount of effort to succeed in this course was
    • Your involvement in course (doing assignments, attending classes, etc.) was
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