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Yuanyi Xu joined the University of Southampton Business School as a Lecturer in Marketing in 2024. He holds a PhD degree in Marketing from Durham University and an MSc degree in International Management with a specialization in Marketing from the University of Exeter. Yuanyi teaches both undergraduate and postgraduate modules, including Introduction to Marketing, Marketing Communications, and Media Management. His teaching experience encompasses subjects such as Marketing Research, Digital Marketing, and Global Marketing. Yuanyi is a Fellow of the Higher Education Academy (FHEA) and actively engages in research centred on consumers’ decision-making responses to identity threats. His research interests include consumer identity, identity threat, individual differences, and symbolic consumption, examining how these factors influence consumer product preferences and responses to psychological threats.