Xiaodong Nie

Assistant Professor

Xiaodong Nie

Assistant Professor

Dr. Xiaodong Nie is an Assistant Professor of Marketing at the University of Washington Bothell School of Business. She received her Ph.D. in Marketing from the University of Texas at Arlington.

Her research focuses on consumer cultural psychology, particularly how cultural and social identities shape consumer judgment and decision-making. Her work examines topics such as global and local identity, experiential consumption, the sharing economy, product preferences, and consumers’ reliance on online information. Her dissertation received the 2020 ACR/Sheth Foundation Dissertation Award.

Her research has been published in the Journal of Marketing Research, Journal of Macromarketing, and Journal of Services Marketing, and presented at major conferences including the Association for Consumer Research (ACR) Annual Conference and the Society for Consumer Psychology (SCP) Annual Conference.

Education

Ph.D. in Marketing
College of Business, University of Texas at Arlington

M.S. in Marketing
Eller College of Management, University of Arizona

M.A. in International Business
Hough Graduate School of Business, University of Florida

B.A. in English for Finance and Investment
The University of Shanghai for Science and Technology

Courses

  • BBUS 423 Market Intelligence – Undergraduate
  • BBUS 506 Marketing Management – MBA

Research and Scholarship Interests

Cross-cultural psychology, access-based consumption, experiential and material purchases, social media marketing.

University of Washington Bothell School of Business
Assistant Professor – 2021 – Present

  • Nie, X., Yang, Z., Zhang, Y., & Janakiraman, N. (2022). How does global–local identity affect consumer preference for access-based consumption? Investigating the mediating role of consumption openness. Journal of Marketing Research, 59(3), 555-577. 
  • Yang, Z., Sun, S., Nie, X., Bartikowski, B., & Ma, H. (2026). Parent-Child Interactions and Children’s Phygital Risk Behaviors: A Human-Centric Approach. Journal of Macromarketing, 46(3), 326-342. 
  • Bartikowski, B., Ma, H., Yang, Z., Sun, S., & Nie, X. (2026). Revisiting consumer socialization: a conceptual framework for phygital services. Journal of Services Marketing, 1-16. 
  • Guo, Y. J., Nie, X., & Mishra, D. P. (2024). Modern social trends that facilitate collaborative consumption adoption: an exploration of new opportunities. In Understanding Collaborative Consumption (pp. 214-229). Edward Elgar Publishing. 
  • The Impact of Local-Global Identity on Reliance on Consumer Review
    UW Bothell Scholarship, Research, and Creative Practice (SRCP) Grant Program- 2025 $30,000
  • Dissertation Fellowship, University of Texas Arlington – 2021 – $7000   
  • Michael and Amy Bull Endowed Doctoral Fellowship, The University of Texas at Arlington – 2020 
  • College of Business Dissertation Grant ($1,920), The University of Texas at Arlington, 2020 

American Marketing Association, Association for Consumer Research, Society for Consumer Psychology, Society for Marketing Advances, American Phygital Association