Faculty/Staff Directory

First Name
Tongxi

Last Name
Wang

Email
[email protected]

Picture

Title
Assistant Professor

Office
SCB 3084

Phone
(616) 331-7106

Department
Marketing

Expertise
• Gift-giving Behaviors • Consumer Stigma • Service Design

Biography
Dr. Tongxi Wang earned her Ph.D. from the University of Alabama and earned her master’s degree from Michigan State University. Her research interests include gift-giving behaviors, consumer stigma, and service design. Her current research focuses on how the stigmatized cues in consumers can play a role when consumers make choices for others, particularly in contexts such as gift-giving and donations. Before starting her Ph.D., Tongxi worked as a senior marketing specialist at Seagate, where she took charge of Seagate's e-commerce business on Alibaba in China from a digital marketing perspective.

Education
Ph.D., Marketing, University of Alabama, 2024 M.A., Public Relations, Michigan State University, 2015

Teaching Areas
Consumer Behavior Marketing Research

Publications
Wang, Tongxi, Carol L. Esmark Jones, Clay M. Voorhees (2025), “Looking Behind the Curtain: How Transparent Design Shapes Consumer Imagination and Enhances Purchase Intentions,” Journal of Business Research, 189, 115149.

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