If you made any changes in Pure these will be visible here soon.

Personal profile

Personal information

Xiyueyao Luo(1992) is a Ph.D. student at the Marketing Department of the Vrije Universiteit Amsterdam. She holds her first Research Master degree from Rotterdam School of Management, Erasmus University. After graduating from Erasmus University, she received her second Research Master degree (MPhil degree) from the Chinese University of Hong Kong.

Her research interests lie in consumer judgment and decision making. Specifically, she is interested in how uncertainty influences consumers' motivation and how hope would interact with uncertainty (e.g., how people's hope can influence the effort invested in pursuing possible positive outcomes). Besides, she has been also working on projects about resistance to new technology/automation, new technology adoption behavior of the elder group, etc. 


Uncertainty is highly prevalent in human life. How does it affect consumer decision-making? To date, research has mainly focused on uncertainty due to choice alternatives and has largely overlooked the motivational aspects of experienced uncertainty. Uncertainty may be motivating, making people exert more effort in consuming products or services. It may also be demotivating, preventing people from adopting uncertainty inducing products, such as disruptive technological innovations. The research aims to get a better understanding of the demotivating and motivating effects of uncertainty, and factors that may alleviate the negative consequences of uncertainty within consumption contexts.



Marketing department, School of Business and Economics, Vrije Universiteit Amsterdam

Thesis supervision

   Theses of MS.c. in Marketing

Tutorial teacher and Guest lecture

    Experimental Research, M.Sc. level

    Customer and Marketing Analytics, M.Sc. level

    Judgment and Decision Making, B.Sc. level

ERIM, Erasmus University Rotterdam, Netherlands, Fall 2015

Teaching Assistant and Lab Consultant

    Marketing Strategy Research, M.Sc. level

    Consumer Marketing Research, M.Sc. level


Ancillary activities

No ancillary activities

Ancillary activities are updated daily

Fingerprint Dive into the research topics where Siria Xiyueyao Luo is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

innovation Earth & Environmental Sciences
decision making Earth & Environmental Sciences
Uncertainty Business & Economics
Incentives Business & Economics
Reward Business & Economics
product Earth & Environmental Sciences
effect Earth & Environmental Sciences
consumption Earth & Environmental Sciences

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2017 2018

Incentive Designs with Uncertainty: Keep the Hope Alive

Luo, X. & Shen, L., 16 Nov 2018.

Research output: Contribution to ConferencePosterProfessional


Incentive Design With Uncertainty: Keep the Hope Alive

Luo, X. & Shen, L., Oct 2017.

Research output: Contribution to ConferencePosterProfessional