Xian Wang

Xian Wang

  • Postdoctoral Fellow

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Faculty Expertise

  • Behavioral Research
  • Marketing
  • Brand Relationship
  • Aesthetic Consumption Experience


Cornell Peter and Stephanie Nolan School of Hotel Administration


Cornell Directory Entry


Xian Wang is a Postdoctoral Fellow at the Nolan School of Hotel Administration at Cornell University. Her research mostly focuses on how to enhance the relationship between consumers and brands, with a purpose to create insights for marketers to better manage branding and consumer experiences. She uses both experimental designs and qualitative techniques in her studies. Her research about brand rituals and consumers’ self-brand connection has been published at Marketing Letters. Her most recent research seeks to understand consumers’ mind-wandering during brand consumption experiences. This research won the Best Paper Award in Journal of Marketing Science Doctoral Consortium in China and is currently under major revision at a top journal in marketing.

Xian specializes in marketing aesthetic experiences, with a particular focus on independent designer brands and online flower subscription retailers. Her case studies provide practical implications about how emerging niche brands or start-ups can educate consumers and lead their new aesthetic demands, as well as connect with consumers through online retail environment in the changing cultural market.

Xian received a bachelor’s degree in Journalism with a double major in Economics from the Peking University in 2015, and a Ph.D. in Marketing from the Tsinghua School of Economics and Management in 2021.

Academic Degrees

  • PhD School of Economics and Management, Tsinghua University, 2021
  • BA Peking University, 2015