RAN Yaxuan
Associate Professor
E-mail: ranyaxuan@zuel.edu.cn
EDUCATION
Jinan University Ph.D 2017 Guangzhou, China
University of Toronto Ph.D 2016 Toronto, Canada
Chengdu University of Technology Bachelor 2012 Chengdu, China
WORK EXPERIENCE
Zhongnan University of Economics and Law Faculty 2017 - Wuhan, China
TEACHING(September, 2024 - August, 2025)
Research Master's Program
•Research on Frontier Issues of Management
•Marketing Research Design
Bachelor's Program
•Frontier Series of Marketing
•Management Research Methods
•Consumer Behavior
•Market Research (English)
SELECTED INTELLECTUAL CONTRIBUTIONS(September, 2019 - August, 2025)
ACADEMIC CONTRIBUTIONS
JOURNAL ARTICLES
1. Believing in Karma: The Effect of Mortality Salience on Excessive Consumption, Frontiers in Psychology, 2019, (1519): 1-12
2. The Magic of One Person: The Effect of the Number of Endorsers on Brand Attitude, Acta Psychologica Sinica, 2020, 52(3): 371-385
3. Flourishing Consumers from Brands: Brand Well-Being’s Conception, Dimensions and Scale, Journal of Contemporary Marketing Science, 2020, 3(3): 411-432
4. Internal Social Capital of Small and Medium-sized Enterprises and Supply Chain Resilience, Journal of Wuhan University of Technology（Information & Management Engineering）, 2020, 42(6): 553-559
5. Rise from the Ashes or Repeat the Past? The Effects of Fresh Start Mindset and Brand Crisis Type on Consumer Forgiveness, Nankai Business Review, 2020, 23(4): 49-59
6. Drawing Openness to Experience from User Generated Contents: An Interpretable Data-Driven Topic Modeling Approach, Expert Systems with Applications, 2020, (114): 1-17
7. Study on the Influence of Top Management Team Structure on Team Performance: Based on the Shared Mental Perspective, Journal of Wuhan University of Technology（Information & Management Engineering）, 2020, 42(5): 453-458
8. Pursue Conformity or Distinctiveness? The Effects of Incidental Anxiety on Conformity Consumption, Nanjing University Business Review, 2020, 52(4): 119-137
9. Implicit-Explicit Power Motives Congruence and Forgiveness in the Workplace Conflict: The Mediating Role of Empathy, International Journal of Conflict Management, 2021
10. The Impact of the Number of Payment Channels on Individual Donations from the Perspective of Meta-cognitive Inference, Acta Psychologica Sinica, 2021, 53(4): 413-430
11. A Study on the Identification and Evaluation of Retail Supply Chain Disruption Risks Based on Grey-DEMATEL, Journal of Wuhan University of Technology（Information & Management Engineering）, 2021
12. Less is More: A Theoretical Interpretation of Minimalism in Consumption, Advances in Psychological Science, 2021, 29(11): 2043-2061
13. The Expansion of Social Science Research Methods in the Era of Big Data -- The Application of Text Analysis Based on Word Embedding Technology, Nankai Business Review, 2021, 25(2): 47-56
14. Research on the Impact of Death Threat on Consumer Patience from the Perspective of New Starting Point Thinking, Journal of Marketing Science, 2021, 1(2): 95-113
15. Waiting for a Download: The Effect of Congruency Between Anthropomorphic Cues and Shopping Motivation on Consumer Patience, Psychology and Marketing, 2021
16. Prosumer-to-Customer Exchange in the Sharing Economy: Evidence from the P2P Accommodation Context, Journal of Business Research, 2022
17. Joint Acquisition + Joint Use : Literature Review of Joint Consumption, Luojia Management Review, 2022, (1): 137-152
18. Do Contagion Cues Shape Customers’Willingness To Adopt Hospitality Service Robots?, International Journal of Hospitality Management, 2022
19. Try Something New Together: Joint Consumption Fosters Choice of Unfamiliar Products, Acta Psychologica Sinica, 2022, 54(8): 979-995
20. Embracing Simplicity：The Impact of Pandemic Threat on Preference for Visually Simple Products, Chinese Journal of Applied Psychology, 2022, 28(4): 323-332
21. Enjoyment or Autonomy? The Interactive Effect of Brand Ritual and Brand Personality on Consumer Purchase, Psychology and Marketing, 2022: 89-106
22. Rise from The Ashes or Repeat the Past? The Effects of Fresh Start Mindset and Brand Crisis Type on Consumer Forgiveness, Nankai Business Review International, 2022
23. Integrating Users’ Contextual Engagements with Their General Preferences: An Interpretable Followee Recommendation Method, INFORMS Journal on Computing, 2023, 35(3): 614-633
24. The Maximizing Bias and Behavioral Effects of Joint Consumption: A Perspective of Group Mental Accounting, Advances in Psychological Science, 2023, 31(8): 1429-1442
25. Literature Review on Lay Theory in the Field of Marketing: Connotations，Effects，and Invocations, Foreign Economics & Management, 2023
26. “Unattractive = Natural”: How Explicit and Implicit Beliefs Jointly Affect Consumer Purchase of Unattractive Produce, Psychology and Marketing, 2023
27. “Unattractive = Natural" : How Explicit and Implicit Beliefs Jointly Affect Consumer Purchase of Unattractive Produce, Psychology and Marketing, 2023, 40(12): 2487-2503
28. The Lay Theory from a Marketing Perspective: Connotations, Effects, and Invocations, Foreign Economics & Management, 2024, 46(1): 139-152
29. The Content Dimensions and Historical Evolution of the Chinese Concept of Happiness in More Than 40 Years Since the Ｒeform and Opening up—Computational Text Analysis Based on Word Embeddings Technology, Journal of Marketing Science, 2024, 4(1)
30. How Joint Consumption for Food Engenders Overconsumption and Waste, Journal of Marketing Science, 2024, 4(2): 100-120
31. Virtual versus Human: Unraveling Consumer Reactions to Service Failures through Influencer Types, Journal of Business Research, 2024
32. A Silver Lining of the Epidemic: How Contagious Disease Salience Leads to Minimalistic Consumption, Environment, Development and Sustainability, 2024
33. “Sound” Touches Hearts: The Marketing Effect, Mechanism, and Automatic Extraction Technique of Audio, Foreign Economics & Management, 2024, 46(11): 85-102
34. Choosing the Best Together: Joint Consumption Promotes Consumers' Maximizing Mindset, Psychology ＆ Marketing, 2025
RESEARCH AWARDS
1. Best Paper Award of 2019 Hubei Marketing Academic Annual Conference, First Prize of Scientific Research Achievement Award of First-tier Academic Society, 2019
2. Excellence Paper Award of China Higher Education Marketing Research Association Annual Conference, National Awards for Excellence in Various Types of Scientific Research Achievements, 2020
3. Honorable Mention of JMS Excellent Paper in 2020 China Marketing Science Annual Conference and Doctoral Forum, National Awards for Excellence in Various Types of Scientific Research Achievements, 2020
4. First Prize of Excellent Thesis at the 2020 Hubei Provincial Marketing Academic Annual Conference, First Prize of Scientific Research Achievement Award of First-tier Academic Society, 2020
5. Best Paper Reward of Hubei Marketing Academic Annual Conference:The Development of Social Science Research Methods in the Era of Big Data: An Application of the Word Embedding Technique, First Prize for Humanities and Social Sciences in Municipal Governments and Related Bureaux, 2020
6. Excellent Thesis Award of Parallel Forum of 2021 China Marketing Science Annual Conference and Doctoral Forum, National Awards for Excellence in Various Types of Scientific Research Achievements, 2021
7. Third Prize of 2021 China Marketing Science Annual Conference and Doctoral Forum Doctoral Forum, Third Prize of Scientific Research Achievement Award of First-tier Academic Society, 2021
8. First Prize of Excellent Thesis at the 2021 Hubei Provincial Marketing Academic Annual Conference, First Prize of Scientific Research Achievement Award of First-tier Academic Society, 2021
9. Second Prize of Excellent Thesis at the 2022 Hubei Provincial Marketing Academic Annual Conference, Second Prize of Scientific Research Achievement Award of First-tier Academic Society, 2022
10. First Prize of Excellent Thesis at the 2022 Hubei Provincial Marketing Academic Annual Conference, First Prize of Scientific Research Achievement Award of First-tier Academic Society, 2022
11. Second Prize of Excellent Thesis at the 2022 China Marketing Science Annual Conference and Doctoral Forum, Second Prize of Scientific Research Achievement Award of First-tier Academic Society, 2022
RESEARCH PROJECTS
1. Fun or Restraint? The Double-Edged Sword Effect of Brand Rituals on Consumer Behavior, The Research Fund for Young Scholars by National Science Foundation of China, 2018-2020
2. Research on the Influence of Brand Ceremony on Consumers’ Purchase Intention: The Moderating Effect of Brand Personality, Humanities and Social Science Research Project by Ministry of Education of the People's Republic of China, 2018-2020
3. What is Happiness? A Fifty-Year Evolutionary Study of Chinese Consumers’ View of Happiness Based on Word Embedding Technology, Other Scientific Research Project by Department of Education of Hubei Province, 2021-2021
4. Research on the Evolution of Brand Well-Being in the Past 30 Years in the Context of China -- A Machine Learning Method Based on Word Embedding, Scientific Research Project by Zhongnan University of Economics and Law, 2021-2022
5. The Quantification of Brand Happiness in China across 30 Years, Scientific Research Project by Zhongnan University of Economics and Law, 2021-2022
6. Shared Consumption， Food Waste and Intervention Strategies, Scientific Research Project by Zhongnan University of Economics and Law, 2023-2024
7. "The 'Knowledge Hallucination' Effect under Generative AI Search Agents: Conceptual Connotation, Formation Mechanism and Marketing Intervention", General Project by National Science Foundation of China, 2025-2025
8. Psychological Biases, Behavioral Effects, and Facilitation Strategies for “Maximizing” Shared Consumption from the Perspective of Collective Mental Accounts, The Research Fund for Distinguished Young Scholars by National Science Foundation of China, 2023-2026
TEACHING CONTRIBUTIONS
TEACHING AWARDS
1. Second Prize in the "Different Teaching Designs for the Same Course" Teaching Competition of Marketing under the 2nd China University Finance and Economics MOOC Alliance, Other National Teaching Award, 2024
TEACHING PROJECTS
1. Full English Course, University-level Scientific Research Project (Teaching Orientation), 2018-2019
2. Ideological and Political Teaching Guide for Business Administration Courses, National Administry Committee on Teaching to Majors Project by Ministry of Education of the People's Republic of China, 2021-2022
3. Instructional Design of Market Research Methods under Virtual Simulation Technology: From the Perspective of Industry-University-Research Integration, Industry-University Cooperative Education Project by Ministry of Education of the People's Republic of China, 2021-2023
4. Marketing Frontier Theory, Teaching Reform Research Project by Zhongnan University of Economics and Law, 2022-2023
5. Research on the Dual-Track System and Path of “New Marketing” Talent Cultivation in the Era of Artificial Intelligence, Project of Provincial Teaching Reform, 2022-2023
6. Research on the Teaching Reform of the In-depth Integration of Big Data Marketing Theory and Practice, Teaching Reform Research Project by Zhongnan University of Economics and Law, 2023-2025
SOCIAL SERVICE CONTRIBUTIONS
ACADEMIC/INDUSTRY ORGANIZATION POSITIONS
1. Hubei Marketing Academy(HBMA), Managing Director, 2019-2024