Ariel Ningyin Xu

Assistant Professor of Marketing, CUNEF Universidad

Welcome! I’m an Assistant Professor of Marketing at CUNEF Universidad in Madrid, and I recently completed my PhD in Quantitative Marketing at the University of Chicago Booth School of Business.

My job market paper 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.