Zuhui Xiao
4-167 CarlSMgmt
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Zuhui Xiao

PhD Candidate
Marketing Department


  • B.S. 2009
    Management Science, Fudan University, Shanghai, China

  • M.Phil. 2012
    Operation Management, Hong Kong Polytechnic University


  • Pricing, Trust, B2B Salesforce Incentives

Zuhui Xiao is a doctoral candidate in quantitative marketing at the Carlson School of Management, University of Minnesota. Her research interests are centered on understanding marketing decisions that respond to more realistic behavioral descriptions of consumer preferences and decisions. Her current portfolio of work includes class pricing strategies, trust-based investments in principal-agent ties, competition with boundedly rational consumers (or marketers), and firms engaging salesperson who buffer and broker ties with accounts. Methodologically, she uses a mix of analytical modeling and laboratory experiments to study these issues.

Her current dissertation work includes two essays on firms’ strategies for consumers/agents who have reference-dependent preference, using Koszegi and Rabin (2006, QJE)’s framework where the reference payoffs are determined endogenously by the economic environment.

Selected Works

Dissertation Essay 1 (Job Market Paper): Class Pricing with Reference-Dependent Consumers
Dissertation Essay 2: Opportunism and Trust in Inter-organizational Ties: A Reference-Dependence Approach
"Competitive and Welfare Implications of Gift Cards", with Yuxin Chen, Tony Haitao Cui and Z. John Zhang
"Competitive Analysis of Hierarchically Strategic Firms", with Tony Haitao Cui
(Work In Progress) "Buffering and Brokering as Essential Sales Pricing Capabilities", with Yi Zhu, Mark Bergen and Mark Zbaracki

Current Activities