Publications

• Xing Zhang, Ganesh Iyer, Xiaoyan Xu (corresponding author) and Juin Kuan Chong “Sunk Cost Effect, Self-Control and Contract Design”, Volume 61, issue 5, 2024, Journal of Marketing Research.

• 余建宇，许晓言(通讯作者)，李晨茜（2022）：“量变成就质变？——电商平台打假的经济逻辑及影响因素研究”，经济学（季刊），22（5），1739-1759。

• Dan Ding, Xiaoyan Xu(corresponding author), Tuan Quang Phan (2026): “The impact of source-based aggregation on content consumption behaviors.” Journal of Business Research, (forthcoming).

• Lifei Bai, Xiaorong Fu, Xiaoyan Xu and Tao Yin (2026) “When are reposts effective? Exploring the interactive effects of user engagement and OSM posts on sales” Journal of Business Research, (forthcoming).

Working Papers

• Ganesh Iyer, Xiaoyan Xu, and Xing Zhang “Digital Addiction and Strategic Withdrawal Management”.

• Tony Ke, Chenxi Liao, and Xiaoyan Xu: “Synthetic Corpus and Consideration Manipulation in Generative Engine Optimization”.

• Xiaoyan Xu, Wei Shi Lim, Xing Zhang and Jeffery Cai: “Undertreatment in Service Provision and the Impact of Consumer Preferences”.

Projects

• Host project “Research on the Volume-based Procurement Indicator System,” Collaboration with Becton, Dickinson and Company, completed.

• Host project “Research on Monocyte Distribution Width Economic value,” Collaboration with Beckman Coulter, Completed.

• Host project “Economic Evaluation on POCT in Clinical Applications,” Collaboration with Radiometer, Ongoing.

• Host project “Economic Evaluation on Leica Diagnoses,” Collaboration with Leica Biosystems, Completed.