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

Her research interests lie in the impact of emotion on consumer judgment and decision making. Specifically, she is interested in how the feeling of hope influences consumers' decision making and subsequent behaviors in consumption contexts. Besides, she has been also working on projects about resistance to new technology/automation, new technology adoption behavior of the elder group, etc. 


Hope is ubiquitous in people’s lives. People hope that the weather will be sunny tomorrow, they hope to be admitted to the school of their choice, they hope for recovery, even after a bad prognosis, and now in early 2020, they hope the pandemic corona-virus could vanish ASAP and no more people will die from it. Hope is also ubiquitous in academic literature. Researchers have reported the role of hope as a coping mechanism of terminally-ill patients (e.g., cancer; Herth, 1989), as motivation to reach ones' healthy-eating goal (Winterich & Haws, 2011), as motivation to search for more information (De Mello, MacInnis, & Stewart, 2007), and as motivation to donate (Kappes, Sharma, & Oettingen, 2013). However, although hope is a well-studied topic, there is no consensus on its definition. Moreover, limited research has investigated the role of hope in consumption contexts. 

In the first project of Siria's dissertation, she defines hope using a prototype analysis that implies laypeople's views of hope (in contrast to the previous definitions of hope that largely rely on researchers' thoughts). In her following projects, Siria investigates the role of hope in some consumption contexts. 



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

Thesis supervision

   Theses of M.Sc. in Marketing

Tutorial teacher and Guest lecturer

    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


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