Qian Xu is a Professor of Marketing, at School of Management, Fudan University. She specializes in using behavioral science experiments to explore consumer thinking and behavioral patterns, with research interests including consumer goals and motivation, social support, and sense of control. Her research on consumer insights has been published in journals such as JPSP, JMR, OBHDP and JCP. She has undertaken multiple research projects funded by the NSFC, Shanghai Pujiang, and corporate collaborations.