Jinhong Xie

Marketing scholar recognized by premier journal

GAINESVILLE, Fla. – JC Penney Eminent Scholar Chair Dr. Jinhong Xie was named a finalist for the Journal of Marketing Research’s 2016 William F. O’Dell Award.

The O’Dell Award honors a Journal of Marketing Research article published in 2011 that “has made the most significant, long-term contribution to marketing theory, methodology, and/or practice.”

Dr. Xie was recognized for her work “Online Social Interactions: A Natural Experiment on Word of Mouth Versus Observational Learning,” which appeared in April 2011. The article was co-authored by former Warrington doctoral students Dr. Yubo Chen (Ph.D. ’04) and Dr. Qi Wang (Ph.D. ’05). Dr. Chen is an Associate Dean and Professor at the School of Economics and Management at Tsinghua University in Beijing, and Dr. Wang is an Associate Professor at the School of Management at the State University of New York at Binghamton.

Utilizing three longitudinal, quasi-experimental field studies, the article examined the varied effects word of mouth and observational learning have on consumers’ purchase decisions. Among the study’s major findings are that negative word of mouth is more influential than positive word of mouth, and positive observational learning significantly increases sales, but negative observational learning information has no effect.

Dr. Xie’s work has been repeatedly recognized by the marketing field’s elite journals and organizations. She was named a finalist for the Marketing Science Long Term Impact Award (2010), the Marketing Science Institute/H. Paul Root Award (2010), and the Frank M. Bass Dissertation Paper Award (2009) from the Institute for Operations Research and the Management Sciences (INFORMS). Dr. Xie won the John D.C. Little Best Paper Award recognizing the best marketing paper published in Marketing Science or Management Science in 2001.

Dr. Xie’s research interests are Innovation, High Tech Market, Social Network, Word-of Mouth, Service Marketing, Pricing, and National Culture Effect.  She received a B.S. in Electrical Engineering from Tsinghua University, an M.S. in Optimal Control from the Second Academy of the Ministry of Astronautics in China, and master’s and Ph.D. degrees in Engineering and Public Policy from Carnegie Mellon University.