Faculty Directory
WANG Xiaoyi
  • Associate Professor
  • Marketing, School of Management, Zhejiang University
  • Office Room:business building 801-06
  • Office Phone:88206548
  • E-mail address:kevinwxy@zju.edu.cn




Xiaoyi Wang was born in Wenzhou, China, got ph.d. from Zhejiang University in 2008, and had post-doctor career in University Macau in 2010. He was the first Neuromarketing ph.d. in China and co-proposed the Neuromanagement term.


Time Degree Major University
2004 - 2008 PhD Management Science Zhejiang University
2002 - 2004 Master Business Management Zhejiang University
1998 - 2002 Bachelor Economics Zhejiang University of Technology


Time Title Organization
2011 - 2011 Post-doctoral Fellow University of Macau
2009 - 2011 Post-doctoral Fellow School of Management, Zhejiang University


Time Title Organization


Course University


Date Project Source
2016 - 2018 网络情境下食品消费恐慌产生的认知机制与对策 Zhijiang Youth Project
2016 - 2019 基于网页界面刺激的网络冲动性购买的触发与阻断机制:流畅性(fluency)视角下的神经营销学研究 NSFC
2014 - 2019 Mechanism of the profound changes in the mode of production and life style triggered by advances of information technology and the coping strategy NSSFC
2014 - 2017 Users risk recognition of product quality problems and crises disposal countermeasures: based on the method of cognitive neuroscience and behavior MOE (Ministry of Education in China) Project of Humanities and Social Sciences
2013 - 2017 在线社交网络网站用户交互行为机制研究 Zhejiang Provincial Social Science Foundation
2013 - 2015 Consumer panic and management of food additives intervention : the cognitive mechanism based on neuromarketing Zhejiang Provincial Natural Science Foundation of China
2011 - 2013 Detecting the migration of mobile service users’ behavioral pattern National Science Foundation of China
2010 - 2012 Unconventional Emergency Behavior and Intervention: A Decision Neuroscience Perspective National Science Foundation of China
2010 - 2012 Neuromarketing Study on Consumer Panic Behavior Under the Food Quality Crisis National Science Foundation of China



  1. SHANG Qian, JIN Jia, PEI Guanxiong, WANG Cuicui, WANG Xiaoyi, QIU Junping, Low-Order Webpage Layout in Online Shopping Facilitates Purchase Decisions: Evidence from Event-Related Potentials, Psychology Research and Behavior Management, 2020, 13(), 29-39.
  2. Yingjie ZHANG, Beibei LI, Xueming LUO, Xiaoyi WANG, Personalized Mobile Targeting with User Engagement Stages: Combining a Structural Hidden Markov Model and Field Experiment, Information Systems Research, 2019, 30(3), 787-804.
  3. Nathan FONG, Yuchi ZHANG, Xueming LUO, WANG Xiaoyi, Targeted Promotions on an E-Book Platform: Crowding Out, Heterogeneity, and Opportunity Costs, Journal of Marketing Research, 2019, 56(2), 310-323.
  4. SHANG Qian, PEI Guanxiong, JIN Jia, ZHANG Wuke, WANG Yuran, WANG Xiaoyi, ERP evidence for consumer evaluation of copycat brands, PLOS ONE, 2018, 13(2), 0-0.
  5. WEI Zhen, WU Chao, WANG Xiaoyi, Supratak Akara, WANG Pan, Guo Yike, Using Support Vector Machine on EEG for Advertisement Impact Assessment, Frontiers in Neuroscience, 2018, 12(), 0-0.
  6. SHANG Qian, PEI Guanxiong, DAI Shenyi, WANG Xiaoyi, Logo effects on brand extension evaluations from the electrophysiological perspective, Frontiers in Neuroscience, 2017, 11(), 0-0.
  7. LI Chenxi, LUO Xueming, ZHANG Cheng, WANG Xiaoyi, (UTD) Sunny, rainy, and cloudy with a chance of mobile promotion effectiveness, Marketing Science, 2017, 35(5), 762-779.
  8. LIU Yuan, YANG Yang, WEI June , WANG Xiaoyi, An Examination on RFID Innovation Diffusions in Chinese Public Intelligent Transportation Services, International Journal of Mobile Communications, 2015, 13(5), 549-566.
  9. MA Qingguo, HU Linfeng, WANG Xiaoyi, Emotion and novelty processing in an implicit aesthetic experience of architectures: evidence from an event-related potential study, Neuroreport, 2015, 26(5), 279-284.
  10. MA Qingguo, WANG Cuicui, WANG Xiaoyi, Two-stage categorization in brand extension evaluation: Electrophysiological time course evidence, PLOS ONE, 2014, 9(12), 1-1.
  11. WANG Jinlong, WEN Can, WANG Xiaoyi, An empirical comparison of sales time series for online and offline channels for commodities in China, Mathematical Structures in Computer Science, 2014, 24(5), 1-1.
  12. MA Qingguo, WANG Cuicui, Yifan WU, WANG Xiaoyi, Event-related potentials show taste and risk effects on food evaluation, Neuroreport, 2014, 25(10), 760-765.
  13. She WEI, Yixiong FENG, WANG Xiaoyi, Zuowen SUN, Yong SUN, Design thinking and cloud manufacturing: A study of cloud model sharing platform based on separated data log, Advances in Mechanical Engineering, 2013, (), 1-6.
  14. LIU Yuan, CHEN Xi, WANG Xiaoyi, Evaluating the readiness of government portal websites in China to adopt contemporary public administration principles, Government Information Quarterly, 2012, 29(3), 403-412.
  15. WANG Xiaoyi, MA Qingguo, WANG Cuicui, N400 as an index of uncontrolled categorization processing in brand extension, Neuroscience Letters, 2012, (525), 76-81.
  16. WANG Xiaoyi, MA Qingguo, Event-related potential P2 correlates of implicit aesthetic experience, Neuroreport, 2012, 23(14), 862-866.
  17. LIU Yuan, Shaojian Wang, WANG Xiaoyi, A usuability-centred perspective on intention to use mobile payment, International Journal of Mobile Communications, 2011, 9(6), 541-562.
  18. CHEN Mingliang, MA Qing Guo, WANG Xiaoyi, Cognitive and emotional conflicts of counter-conformity choice in purchasing books online: An event-related potentials study, Biological Psychology, 2010, 85(2010), 437-445.
  19. CHEN Mingliang, MA Qing Guo, WANG Xiaoyi, The neural and psychological basis of herding in purchasing books online: An event-related potential study, Cyberpsychology Behavior and Social Networking, 2010, 13(3), 321-328.
  20. WEI Jiang, YANG Dandan, WANG Xiaoyi, Multi-objectives optimal model of heavy equipment using improved Strength Pareto Evolutionary Algorithm, International Journal of Advanced Manufacturing Technology, 2009, 45(), 389-396.
  21. LIU Yuan, WANG Xiaoyi, A Comprehensive Model of the Factors Affecting User Acceptance of Office Automation System in Chinese Government Environment, Journal of Computational Information Systems, 2007, 3(1), 253-262.


  1. 王小毅, 熊伟, 质量问题危机处置的微观视角, 宏观质量研究, 2014, 2(1), 61-68.
  2. 戴珅懿, 马庆国, 王小毅, 网络游戏成瘾者对成瘾相关线索的注意偏向:一项ERP研究, 心理科学, 2011, 34(6), 1302-1307.
  3. 王小毅, 马庆国, 基于神经营销学的品牌延伸评估探索:对A&K模型的修正, 管理世界*, 2009, (11), 115-121.
  4. 王小毅, 李典典, 谁挑动了顾客的购买神经?, 企业管理, 2009, (8), 74-77.
  5. 马庆国, 王小毅, 非常规突发事件中影响当事人状态的要素分析与数理描述, 管理工程学报, 2009, 23(3), 126-130.
  6. 刘渊, 王小毅, 构建高可用性的政府网站, 信息化建设, 2009, (4), 13-14.
  7. 刘渊, 王小毅, 政府门户网站绩效管理, 信息化建设, 2007, (3), 17-20.


  1. 王小毅, 神经管理学:生命科学与人文社会科学交叉前沿, 中国管理科学与工程论坛, 2010





  1. 王小毅, 神经工业工程在仪表企业的应用, 华立仪表集团, 2011-05
  2. 王小毅, 小青化妆品营销战略, 杭州三超生物科技有限公司, 2011-01
  3. 王小毅, 神经营销学在房地产策划中的应用, 杭州全案全程房地产营销有限公司, 2010-05
  4. 王小毅, 亲子文化与婴童产业, 浙江贝因美工贸有限公司, 2010-01



Time Title Journal


Time Subject Conference


Time Honor or reward Object rewarded Granted by
2012 Third Prize, The 7th Young Scholars Outstanding Achievement Award on Social Sciences in Zhejiang Province (awarded by ZJFHSSC) 基于神经营销学的品牌延伸评估探索:对A&K模型的修正 Zhejiang Federation of Humanities and Social Sciences Circles (ZJFHSSC)
2010 Chinese Scientific and Technological 2nd Award Neuromarketing and Neural Signals for the Evaluation of Brand Extensions Zhejiang Government