Ariel Ningyin Xu

Quantitative Marketing PhD Candidate, Chicago Booth

Welcome! I’m a PhD candidate in Marketing at the University of Chicago Booth School of Business.

I’m on the 2025-26 job market. I’ll be at the 2025 ISMS MKSC Conference and AMA-Sheth Doctoral Consortium, looking forward to meeting you there!

My JMP looks into promotional strategies when consumers exhibit reference dependence, using experimental variation to establish its causal impact on purchasing decisions.
My research interests are in Differential Pricing and Behavioral IO, focusing on how strategic incentives of agents, e.g. consumers, manufacturers, or retailers, shape and respond to firms’ price discrimination strategies, including dynamic promotions and WTP-based personalization.