Ivy Profile

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Minzhe Xu

Title: Assistant Professor
Department: Marketing
Office: 3478 Gerdin

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Minzhe Xu is an Assistant Professor of Marketing at the Debbie and Jerry Ivy College of Business, Iowa State University. He received a Ph.D. degree in marketing from the University of Florida, a master's degree in enterprise management (marketing) from Peking University, and a bachelor's degree in marketing from Shanghai Jiao Tong University. Minzhe's primary research interest resides in judgment and decision making. More specifically, he studies when and why consumers and companies make suboptimal decisions and what interventions can help improve decision quality. He is also interested in emerging topics such as when and why consumers tend to believe fake news and how technology (e.g., smartphone) influences consumer behavior. His research has been published in the Journal of Marketing Research and the Journal of Consumer Psychology.


  • Consumer behavior
  • Judgement and decision making
  • Technology and consumer behavior
  • Misinformation
  • Variety-seeking and satiation

Selected Publications

  • Xu, M., Yu, Z., & Tu, Y. (2022) "I Will Get a Reward, Too: When Disclosing the Referrer-Reward Increases Referring", Journal of Marketing Research, Link to Paper
  • Nowlan, L., Borenstein, B., Morgan, C., Xu, M., & Janiszewski, C. (2022) "Linking Thought and Behavior: Evidence for Process - Mode of Expression Congruence Effects", Journal of Consumer Psychology, 32 (1):87-96. Link to Paper