School of Management welcomes new Assistant Professor of Marketing, Huimin Xu, Ph.D.

April 6, 2012 at 1:29 pm

Huimin Xu, Ph.D.The Sage Colleges are very pleased to announce a new appointment to the Sage School of Management: In September 2012, Huimin Xu (Hway-Meen Shri), Ph.D., will join the faculty as Assistant Professor of Marketing, a position she previously held at SUNY Oneonta. 

Prior to receiving her doctorate in Marketing from the University of Arizona in 2006, Dr. Xu worked in international trade. Her professional experience working for renowned advertising firm Sims Advertising Co., Ltd., fueled her research interests in Consumer Motives and Creativity, Brand Perceptions and Attitudes, and Consumer Subjective Well Being: Dr. Xu has recently been investigating the differences in the buying patterns of friends and family for gift purchases.

Interestingly, the initial research shows that close family members are more inclined to buy “prevention” gifts (e.g., vitamins or exercise equipment) as opposed to “promotion” gifts (that is, more pleasure oriented) for each other.  Dr. Xu would like to explore and explain this categorical distinction, its causes and its socio-pyschological significance and marketplace impact.

Dr. Xu has presented papers at AMA, ACR and SCP conferences, and has published three peer-reviewed articles in Basic and Applied Social Psychology, Communication Studies and the Journal of Family & Consumer Sciences. A fourth article is under review with Marketing Letters and a fifth is being readied for the Journal of Consumer Research.

Originally from Chengdu, the capital city of the Province of Sichuan, China, Dr. Xu says she is very excited to be relocating to the Capital Region. Her husband, a graduate of RPI, is from Argyle, NY, and she is eager to have her 10-month-old son close to her husband's family. When her academic responsibilities and family activities allow for free time, Dr. Xu enjoys painting and says she looks forward to calling upon the talented members of The Sage College's arts community to help her progress.