Staff profile

Sarah Hong Xiao is Professor of Marketing at Durham University Business School and Programme Director for the Doctorate in Business Administration (DBA) at Fudan University in China.

A consumer psychologist, Sarah’s research focuses on interactions between consumer behaviour, marketing, and technology in marketing innovation across the retail, service, and tourism sectors. Over the past five years, she has particularly been engaged in work aimed at understanding how artificial intelligence can be better leveraged to assist consumer decision-making, predict brand reputations and company performance. Her work has attracted significant research funding and contributed to the marketing strategies of organisations large and small, from major international corporations to local small-to-medium enterprises (SMEs). By using interdisciplinary research methods, Sarah is an acknowledged expert in consumer behaviour analysis, behaviour pattern analysis, impulse purchasing, customer journey mapping, and social media data analysis and interpretation.

Published works frequently appear in leading international journals such as Journal of the Academy of Marketing Science, Journal of Travel Research, Annals of Tourism Research, Psychology and Marketing, etc. She regularly collaborates with colleagues around the world. Her organisational partners include a range of private and public sector bodies.

Sarah belongs to a number of professional bodies, such as the British Academy of Management, the Academy of Marketing Science, and the Society for Consumer Psychology. Prior to arriving in Durham, however, she enjoyed a successful career in marketing and business development, as well as being a successful entrepreneur and Managing Director within the IT sector.

• Behavioural Change
• Consumer Analytics (Big data, AI, Machine Learning)
• Consumer Behaviour Analysis
• Illicit Consumption and Consumer Misbehaviour
• Neuroscience, Marketing and Consumer Choice
• Mobile commerce
• Social Marketing, especially within the context of health, Digital Marketing and consumer data analytics

Conference Paper

• Beyond helping: The Role of Psychological Distance in Cause-related Product Buying Decision.
  
  Xue, T., & Xiao, S. (2014). Beyond helping: The Role of Psychological Distance in Cause-related Product Buying Decision [Conference paper]. Presented at EMAC 2014 Conference., University of Valencia, Valencia, Spain.
• Why Do Consumers Get Revenge Online: A Cross-national Examination.
  
  Obeidat, Z., & Xiao, S. (2014). Why Do Consumers Get Revenge Online: A Cross-national Examination [Conference paper]. Presented at EMAC 2014 Conference., University of Valencia, Valencia, Spain.
• A Cross-National Examination of Impulsivity and Impulse Buying Behaviors.
  
  Xiao, S., Iyer, G., & Nicholson, M. (2014). A Cross-National Examination of Impulsivity and Impulse Buying Behaviors [Conference paper]. Presented at Second International Conference on Global Business, Economics, Finance and Social Sciences GB14 conference., Hyatt Regency, 365, Anna Salai, Teynampet, Chennai, Tamil Nadu, India.
• Beyond Charitable Giving: A Cross-National Investigation of Psychological Distance in Cause-Related Product Buying Decisions.
  
  Xue, T., Xiao, S., & Iyer, G. (2014). Beyond Charitable Giving: A Cross-National Investigation of Psychological Distance in Cause-Related Product Buying Decisions [Conference paper]. Presented at 2014 Shopper Marketing & Pricing Conference., AMA SIG, the Stockholm School of Economics.
• Antecedents and Moderators of Customer Online Revenge Intentions: A Cross-Cultural Examination.
  
  Obeidat, Z., Xiao, S., & Iyer, G. (2014). Antecedents and Moderators of Customer Online Revenge Intentions: A Cross-Cultural Examination [Conference paper]. Presented at Marketing EDGE Direct/Interactive Marketing Research Summit., San Diego Convention Center, San Diego, CA.
• Online Consumer Revenage: Forms & Cause.
  
  Obeidat, Z., & Xiao, S. (2013). Online Consumer Revenage: Forms & Cause [Conference paper]. Presented at EMAC 2013 Conference., ITU in Istanbul, Turkey.
• The Influence of Buyer Attitudes on the Organization’s Green Buying.
  
  Defty, M., Xiao, S., & Iyer, G. (2013). The Influence of Buyer Attitudes on the Organization’s Green Buying [Conference paper]. Presented at 2013 Academy of Marketing Science Annual Conference., Monterey Bay, California.US.
• Transition to a Makret Economy & Corporate Governance in Privatizing Firm.
  
  Guo, J., Xiao, S., Li, C., & Iyer, G. (2013). Transition to a Makret Economy & Corporate Governance in Privatizing Firm [Conference paper]. Presented at 7th International Great Lakes NASMEI Conference., Manamai, India.
• Impulsivity and Impulse Buying: A Cross-National Examination.
  
  Xiao, S., Iyer, G., & Nicholson, M. (2013). Impulsivity and Impulse Buying: A Cross-National Examination [Conference paper]. Presented at EMAC 2013 Conference., ITU in Istanbul, Turkey.
• Opt-in Choice of Mobile Advertising: The Role of Usage Context Paper.
  
  Xiao, S., & Yermekbayeva, D. (2012). Opt-in Choice of Mobile Advertising: The Role of Usage Context Paper [Conference paper]. Presented at Academy of Marketing Annual Conference 2012., University of Southampton, Southampton, UK.
• The Role of Impulsivity in Impulse Purchasing Decision Making - A Cross-Culture Comparison.
  
  Xiao, S., & Nicholson, M. (2012). The Role of Impulsivity in Impulse Purchasing Decision Making - A Cross-Culture Comparison [Conference paper]. Presented at Advertising and Consumer Psychology (ACP) Conference 2012., NanYang Technological University, Singapore.
• An investigation of determinants of opt-in mobile advertising choice behaviour.
  
  Yermekbayeva, D., & Xiao, S. (2011). An investigation of determinants of opt-in mobile advertising choice behaviour [Conference paper]. Presented at 40th EMAC Annual Conference., Ljubljana, Slovenia.
• Understanding the role of impulsivity in impulse buying: a Chinese adaptation of the UPPS impulse behavior scale.
  
  Xiao, S., & Nicholson, M. (2010). Understanding the role of impulsivity in impulse buying: a Chinese adaptation of the UPPS impulse behavior scale [Conference paper]. Presented at British Academy of Management Conference., Sheffield, UK.
• Consumer Behaviour Towards Counterfeit Goods – A Situational Perspective.
  
  Xiao, S., & Nicholson, M. (2009). Consumer Behaviour Towards Counterfeit Goods – A Situational Perspective [Conference paper]. Presented at British Academy of Management Conference., Brighton, UK.
• A Critical Review of Impulse Purchasing and its Measurement.
  
  Xiao, S., Newman, A., & Nicholson, M. (2009). A Critical Review of Impulse Purchasing and its Measurement [Conference paper]. Presented at Spring Conference of the Marketing Management Association, Chicago, USA.
• Symposium: Old Wine in New Bottles? Social Marketing and Consumer Behaviour Analysis
  
  Nicholson, M., & Xiao, S. (2008, September). Symposium: Old Wine in New Bottles? Social Marketing and Consumer Behaviour Analysis [Conference paper]. Presented at British Academy of Management Conference., Harrogate, UK.
• Social Marketing and Behaviour Analysis: Some thoughts on the management of obesity.
  
  Nicholson, M., & Xiao, S. (2008). Social Marketing and Behaviour Analysis: Some thoughts on the management of obesity [Conference paper]. Presented at Symposium on the Management of Obesity., Salford Business School, UK.
• Luxury for the Masses: An Exploratory Study on New Luxury Brands Consumption in China
  
  Xiao, S., & Nicholson, M. (2007). Luxury for the Masses: An Exploratory Study on New Luxury Brands Consumption in China [Conference paper]. Presented at 3rd Annual Colloquium of the Academy of Marketing’s Brand, Corporate Identity and Reputation Special Interest Group., London, UK.
• Trick or Treat? An Examination of Marketing Relationships in a Non deceptive Counterfeit Marketplace.
  
  Xiao, S., & Nicholson, M. (2007). Trick or Treat? An Examination of Marketing Relationships in a Non deceptive Counterfeit Marketplace [Conference paper]. Presented at 5th International Conference on Business, Economics, Management & Marketing., Athens, Greece.
• Consumer Channel Choice as an Operant Process
  
  Nicholson, M., & Xiao, S. (2007). Consumer Channel Choice as an Operant Process [Conference paper]. Presented at 5th International Conference on Business, Economics, Management & Marketing., Athens, Greece.
• Faking It! Consumer Behaviour towards Counterfeit Goods in China.
  
  Xiao, S., & Nicholson, M. (2004). Faking It! Consumer Behaviour towards Counterfeit Goods in China [Conference paper]. Presented at 2nd International Conference on Business, Economics, Management & Marketing., Athens, Greece.

Journal Article

• From impression to expression: How warmth and competence in relaxing and challenging activities shape pleasure and eWOM
  
  Su, L., Wang, X., Lin, Z., & Xiao, S. (2025). From impression to expression: How warmth and competence in relaxing and challenging activities shape pleasure and eWOM. Psychology and Marketing, 42(1), 64-79. https://doi.org/10.1002/mar.22113
• Using social media big data for tourist demand forecasting: A new machine learning analytical approach
  
  Li, Y., Lin, Z., & Xiao, S. (2022). Using social media big data for tourist demand forecasting: A new machine learning analytical approach. Journal of Digital Economy, 1(1), 32-43. https://doi.org/10.1016/j.jdec.2022.08.006
• Bilinear Pooling in Video-QA: Empirical Challenges and Motivational Drift from Neurological Parallels
  
  Winterbottom, T., Xiao, S., McLean, A., & Al Moubayed, N. (2022). Bilinear Pooling in Video-QA: Empirical Challenges and Motivational Drift from Neurological Parallels. PeerJ Computer Science, 8(e974), Article e974. https://doi.org/10.7717/peerj-cs.974
• The interaction effects of online reviews, brand and price on consumer hotel booking decision making
  
  Wen, J., Lin, Z., Liu, X., Xiao, S., & Li, Y. (2021). The interaction effects of online reviews, brand and price on consumer hotel booking decision making. Journal of Travel Research, 60(4), 846-859. https://doi.org/10.1177/0047287520912330
• Impulse buying : a meta-analytic review
  
  Iyer, G., Blut, M., Xiao, S., & Grewal, D. (2020). Impulse buying : a meta-analytic review. Journal of the Academy of Marketing Science, 48(3), 384-404. https://doi.org/10.1007/s11747-019-00670-w
• Narcissism, interactivity, community, and online revenge behavior: The moderating role of social presence among Jordanian consumers
  
  Obeidat, Z., AlGharabat, R., Alalwan, A., Xiao, S., Dwivedi, Y., & Rana, N. (2020). Narcissism, interactivity, community, and online revenge behavior: The moderating role of social presence among Jordanian consumers. Computers in Human Behavior, 104, Article 106170. https://doi.org/10.1016/j.chb.2019.106170
• When online reviews meet virtual reality: Effects on consumer hotel booking
  
  Zeng, G., Cao, X., Lin, Z., & Xiao, S. (2020). When online reviews meet virtual reality: Effects on consumer hotel booking. Annals of Tourism Research, 81, Article 102860. https://doi.org/10.1016/j.annals.2020.102860
• The Effects of Dynamic Product Presentation and Contextual Backgrounds on Consumer Purchase Intentions: Perspectives from the Load Theory of Attention and Cognitive Control
  
  Zhang, Y., Xiao, S. H., & Nicholson, M. (2020). The Effects of Dynamic Product Presentation and Contextual Backgrounds on Consumer Purchase Intentions: Perspectives from the Load Theory of Attention and Cognitive Control. Journal of Advertising, 49(5), 592-612. https://doi.org/10.1080/00913367.2020.1789014
• Social media revenge: A typology of online consumer revenge
  
  Obeidat, Z., Xiao, S., al Qasem, Z., al dweeri, R., & Obeidat, A. (2018). Social media revenge: A typology of online consumer revenge. Journal of Retailing and Consumer Services, 24, 239-255. https://doi.org/10.1016/j.jretconser.2018.09.010
• Consumer Revenge Using the Internet and Social Media: An Examination of the Role of Service Failure Types and Cognitive Appraisal Processes
  
  Obeidat, Z., Xiao, S., Iyer, G., & Nicholson, M. (2017). Consumer Revenge Using the Internet and Social Media: An Examination of the Role of Service Failure Types and Cognitive Appraisal Processes. Psychology and Marketing, 34(4), 496-515. https://doi.org/10.1002/mar.21002
• Media endorsements of new product announcements : a new marketing strategy
  
  Lam, H., Doukas, A., Guo, M., & Xiao, S. (2016). Media endorsements of new product announcements : a new marketing strategy. European Financial Management, 22(3), 394-426. https://doi.org/10.1111/eufm.12057
• Behavioral issues in price setting in business-to-business marketing: a framework for analysis
  
  Iyer, G., Xiao, S., Sharma, A., & Nicholson, M. (2015). Behavioral issues in price setting in business-to-business marketing: a framework for analysis. Industrial Marketing Management, 47, 6-16. https://doi.org/10.1016/j.indmarman.2015.02.001
• A multidisciplinary cognitive behavioural framework of impulse buying: A systematic review of the literature
  
  Xiao, S., & Nicholson, M. (2013). A multidisciplinary cognitive behavioural framework of impulse buying: A systematic review of the literature. International Journal of Management Reviews, 15(3), 333-356. https://doi.org/10.1111/j.1468-2370.2012.00345.x
• The Effect of Previous Experience on Mobile Subscribers' Repeat Purchase Behaviour.
  
  Alshurideh, M., Nicholson, M., & Xiao, S. (2012). The Effect of Previous Experience on Mobile Subscribers’ Repeat Purchase Behaviour. European Journal of Social Sciences, 30(3), 366-376.
• Mapping impulse buying: a behaviour analysis framework for services marketing and consumer research
  
  Xiao, S., & Nicholson, M. (2011). Mapping impulse buying: a behaviour analysis framework for services marketing and consumer research. Service Industries Journal, 31(15), 2515-2528. https://doi.org/10.1080/02642069.2011.531123
• Consumer consideration of non-deceptive counterfeit goods: a contingency matrix approach.
  
  Xiao, S., & Nicholson, M. (2011). Consumer consideration of non-deceptive counterfeit goods: a contingency matrix approach. Service Industries Journal, 31(15), 2617-2631. https://doi.org/10.1080/02642069.2011.529608
• Consumer behaviour analysis and social marketing practice.
  
  Nicholson, M., & Xiao, S. (2011). Consumer behaviour analysis and social marketing practice. Service Industries Journal, 31(15), 2529-2542. https://doi.org/10.1080/02642069.2011.531124
• On the Evolutionary Bases of Consumer Reinforcement.
  
  Nicholson, M., & Xiao, S. (2010). On the Evolutionary Bases of Consumer Reinforcement. Journal of Organizational Behavior Management, 30(2), 127-144. https://doi.org/10.1080/01608061003756356
• Trick or Treat? An Examination of Marketing Relationships in a Non-deceptive Counterfeit Market.
  
  Xiao, S., & Nicholson, M. (2010). Trick or Treat? An Examination of Marketing Relationships in a Non-deceptive Counterfeit Market. Journal of Organizational Behavior Management, 30(3), 247-270.

Working Paper

• Trick or treat? An examination of marketing relationships in a non-deceptive counterfeit market
  
  Xiao, S. (2007). Trick or treat? An examination of marketing relationships in a non-deceptive counterfeit market.
• Darwin’s ghost : evolutionary psychology and consumer behaviour analysis
  
  Nicholson, M., & Xiao, S. (2007). Darwin’s ghost : evolutionary psychology and consumer behaviour analysis.
• Darwin's Ghost: Evolutionary Psychology and Consumer Behaviour Analysis.
  
  Nicholson, M., & Xiao, S. (2007). Darwin’s Ghost: Evolutionary Psychology and Consumer Behaviour Analysis.