Xiu Wu is an Assistant Professor in the Department of Marketing at Université Laval. She holds a Doctorate in Business Administration from Concordia University, where she also completed a Master of Science in Marketing. Her research interests focus on mental health wellbeing and the psychological aspects associated with social behavior, decision making, and advertising. Dr. Wu has been actively involved in various academic conferences, having presented her work that examines gender differences in emotional responses and behaviors related to self-quantification and self-objectification. She has been recognized for her contributions to the field with several awards, including the Steven Goldberg Doctoral Scholarship from Concordia University and the Prix du Meilleur poster for her research at the John Molson School of Business. Dr. Wu also engages in professional services as an ad hoc reviewer for multiple conferences in the marketing field and actively participates in academic committees.