Professor from Jilin Agricultural University, China
Dr. Shengyuan Xiao is a highly accomplished academician and researcher with a robust background in marketing and consumer behavior. Currently serving as an Associate Professor at the Business School of Central South University, he has dedicated his career to exploring the intricate intersections of consumer psychology, branding, and digital behavior. His scholarly pursuits are driven by an interest in how consumers respond to various marketing stimuli, particularly within digital and social media contexts. Dr. Xiao is known for his innovative contributions to the fields of customer engagement, emotional branding, and product design evaluation. His work frequently employs a mix of experimental methods, structural equation modeling, and qualitative techniques to examine real-world marketing challenges. Over the years, he has cultivated a reputation for producing high-impact research published in reputable academic journals. In addition to his teaching responsibilities, Dr. Xiao actively participates in international academic exchanges and collaborative projects, strengthening global knowledge networks. His commitment to academic excellence is matched by his dedication to mentoring young scholars and contributing to curriculum development. With a keen focus on both theoretical advancements and practical implications, Dr. Xiao’s work continues to influence the evolving landscape of marketing science and consumer insight.
Professional Profile
Education
Dr. Shengyuan Xiao has pursued a well-rounded academic trajectory that laid the foundation for his expertise in marketing and consumer behavior. He earned his Ph.D. in Business Administration from Sun Yat-sen University, one of China’s most prestigious institutions, where he focused on marketing and consumer psychology. Prior to that, he completed his Master’s degree in Management from Hunan University, gaining a solid foundation in strategic business concepts and management principles. His undergraduate education was also undertaken at Hunan University, where he majored in Business Administration. These progressive academic experiences have equipped Dr. Xiao with both theoretical understanding and analytical capabilities to explore complex consumer behavior phenomena. Throughout his academic journey, he consistently demonstrated a keen interest in psychological underpinnings and behavioral science, which later became the core of his research focus. In addition to his formal education, Dr. Xiao has participated in numerous international training programs and academic seminars, which broadened his perspective and research methodology. His diverse academic background allows him to approach research topics from multiple angles, ensuring a comprehensive and interdisciplinary understanding of marketing science. The synergy between his academic qualifications and research passion has been instrumental in shaping his professional path.
Professional Experience
Dr. Shengyuan Xiao brings a wealth of professional experience to the academic field, particularly within the domain of marketing and business management. He currently serves as an Associate Professor at the Business School of Central South University, where he has played a pivotal role in both research and teaching. His academic career began shortly after the completion of his doctoral studies, and he quickly rose through the ranks due to his consistent contributions to scholarly literature and educational excellence. Dr. Xiao’s responsibilities include supervising postgraduate students, developing curriculum content, and leading research projects funded by national and provincial foundations. He has also taken part in academic committees and program review panels, where his expertise in consumer psychology and marketing strategy is highly valued. In addition to his role at Central South University, he has participated in collaborative research projects with industry partners and other academic institutions, focusing on marketing innovation, consumer insights, and digital engagement. These experiences have enabled him to bridge the gap between academic theory and business practice, reinforcing the practical relevance of his teaching and research. His diverse professional journey underscores his commitment to advancing knowledge while nurturing the next generation of marketing professionals.
Research Interest
Dr. Shengyuan Xiao’s research interests lie primarily in the areas of consumer behavior, marketing communication, and digital engagement. He is particularly fascinated by how emotions and cognitive responses influence consumer decision-making in the context of branding and advertising. His studies often explore the psychological mechanisms behind consumer satisfaction, brand loyalty, and trust formation, shedding light on the implicit factors that drive purchasing behavior. Dr. Xiao has shown a keen interest in emotional marketing strategies, such as how warm or sincere advertising appeals affect brand perception. Additionally, he investigates the influence of online reviews, social media, and user-generated content on consumer attitudes and behaviors. Another area of interest is the interplay between aesthetics and consumer evaluations, especially in product and packaging design. Dr. Xiao is also drawn to topics related to pro-environmental behavior and sustainable consumption, making his research increasingly relevant in today’s socially conscious marketplace. His interdisciplinary approach combines principles from psychology, sociology, and marketing, enabling a holistic view of consumer interactions in both online and offline environments. By focusing on both theoretical and applied aspects, Dr. Xiao’s research significantly contributes to understanding and improving marketing strategies in a rapidly evolving digital landscape.
Research Skills
Dr. Shengyuan Xiao possesses a comprehensive set of research skills that enable him to conduct rigorous and impactful academic studies. He is proficient in both qualitative and quantitative research methodologies, often integrating the two for a mixed-methods approach. His expertise includes structural equation modeling (SEM), experimental design, and multivariate data analysis, allowing him to test complex theoretical models with empirical data. Dr. Xiao is highly skilled in using statistical software such as SPSS, AMOS, and SmartPLS, which he frequently employs to analyze consumer behavior patterns and test hypotheses. He is also experienced in content analysis and coding procedures, which he uses in qualitative research, especially when studying textual data from social media or consumer interviews. Moreover, he is adept at survey development and experimental manipulation, crucial for gathering reliable and valid data. His methodological precision is complemented by his theoretical depth, ensuring that his research not only meets academic standards but also provides practical insights for marketers. Dr. Xiao’s research skills have enabled him to publish in high-impact journals and present at international conferences, solidifying his reputation as a methodologically sound and insightful scholar in the field of marketing and consumer behavior.
Awards and Honors
Dr. Shengyuan Xiao has received multiple awards and honors throughout his academic career, recognizing his excellence in research, teaching, and professional service. Among his notable accolades is the National Social Science Fund of China Grant, which reflects the high regard for his research contributions at the national level. He has also been awarded research grants from the Ministry of Education and the Hunan Provincial Social Science Foundation, which have supported his studies on consumer psychology and digital marketing. In recognition of his impactful teaching, Dr. Xiao has earned “Excellent Teacher” and “Outstanding Academic Advisor” awards at Central South University. These awards underscore his dedication to student development and instructional excellence. Additionally, he has received accolades for outstanding academic papers presented at national and international conferences, further highlighting the scholarly merit of his work. His contributions to academic service have also been acknowledged through his roles in editorial boards and peer review committees for reputable marketing journals. Collectively, these awards and honors reflect Dr. Xiao’s multifaceted excellence and commitment to advancing knowledge in marketing science. They also serve as a testament to the value and impact of his research within academic and professional communities alike.
Conclusion
In conclusion, Dr. Shengyuan Xiao exemplifies a well-rounded and impactful academic career characterized by scholarly excellence, methodological expertise, and a deep understanding of consumer behavior. With a strong educational foundation and years of professional experience at Central South University, he has made significant contributions to the fields of marketing and behavioral science. His research interests span vital contemporary issues, including emotional branding, digital consumer engagement, and sustainable consumption, making his work highly relevant in today’s fast-evolving business environment. Dr. Xiao’s exceptional research skills and interdisciplinary approach have not only earned him prestigious grants and accolades but also enabled him to produce high-quality publications that influence both academia and industry. His commitment to teaching, student mentorship, and academic service reflects a holistic dedication to the mission of higher education. Through his ongoing efforts, Dr. Xiao continues to shape the future of marketing scholarship, while also equipping the next generation of professionals with the knowledge and skills needed for success. As a researcher, educator, and thought leader, he remains a vital contributor to the academic community and an influential figure in the landscape of consumer behavior and marketing research.
Publications Top Notes
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Increment of Ginsenoside Accumulation in Ginseng Rhizome Joints and the Prediction of the Growth Year
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Authors: Xiao Shengyuan
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Year: 2025
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Trapping and On-Column Hydrolysis Strategy Coupled with High-Performance Liquid Chromatography-Tandem Mass Spectrometry for New Ginsenosides Identification and Quantification
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Authors: Li Yuting, Zhang Mingxiao, Su Ling, Zheng Shengyu, Xiao Shengyuan
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Year: 2024
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Citations: 1
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Rapid Separation and Purification of Buckwheat Hull Flavonoids by Zinc Ion Complexation and the Anti-AGEs Activity
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Authors: Wang Yue, Liu Ziqi, Nie Mengzi, Piao Chunhong, Xiao Shengyuan
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Year: 2023
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Citations: 1
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The Localization of the Alkaloids in Coptis chinensis Rhizome by Time-of-Flight Secondary Ion Mass Spectrometry
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Authors: He Fan, Huang Yufeng, Dai Wei, Liu Liang, Zhou Hua
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Year: 2022
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Citations: 18
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Metabolome and Transcriptome Analysis Reveals the Molecular Profiles Underlying the Ginseng Response to Rusty Root Symptoms
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Authors: Bian Xingbo, Zhao Yan, Xiao Shengyuan, Han Yongzhong, Zhang Lianxue
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Year: 2021
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Citations: 15