Xianyu (Bonnie) Hao

Xianyu (Bonnie) Hao is a fifth-year PhD candidate in the Department of Marketing at the University of Minnesota. Under the guidance of her advisor, Prof. Akshay Rao, Bonnie’s research mainly focuses on Better Marketing for a Better World, a central issue that marketing scholars aim to address. Her dissertation essay 1 examines the impact of political ideology on the preference for self-improvement products, which is under preparation to be submitted to the Journal of Marketing. Her dissertation essay 2 investigates the impact of political ideology on volunteering behaviors. She also published an article in Vaccine that provides a framing technique to reduce vaccine hesitancy. Additional projects include using process measures (e.g. facial expressions and eye-tracking) to examine the impact of political ideology on sustainable behavior. Bonnie’s second research stream relates to new technology. Specifically, she explores the impact of virtual backgrounds on persuasion effectiveness in the online sales context.