Dr Peiwen Xie

Profile

I am a scholar in quantitative marketing.

My research focuses on how consumers evaluate creativeproducts and form valuations in the creator economy.

I am interested in combining machine learning techniques with econometric models to study the business phenomenon that underlies unstructured data. My research explores how visual cues influence consumer behavior, such as herding behavior in NFT auctions, aesthetic evaluation in AI-involved art, and the interaction of opacity and visual heterogeneity in mystery boxes consumption.

Dr Peiwen Xie

Lecturer in Marketing

Current Projects

My current focus in on creative products.

I am studying the mystery-box selling in digital art collectibles. The research is seeking to understand the impact of this selling format on creator outcomes and buyer engagement, and how opacity interacts with product cues to shape demand.

I am also doing research on consumer responses to AI involvement in digital art to understand whether and how technology involvement reshapes aesthetic heuristics in digital art evaluation.