Faculty & Staff Directory

Bingxuan Guo holds a Ph.D. in marketing from the Carlos Alvarez College of Business at the University of Texas at San Antonio. She joined Wake Forest University in 2023 as an assistant professor. She earned a Master of Science (M.S.) in Marketing from The City University of New York-Baruch College, and a Bachelor of Arts (B.A.) in Economics from Fudan University.

Her research focuses on customer loyalty, online vs. offline shopping behaviors, cultural orientation of uncertainty avoidance, and sales. Bingxuan uses field studies, lab experiments, and secondary data to study consumer behavior. Her papers have been published in the Journal of Marketing Research.

Research Interests

  • Digital Marketing
    Customer Relationship Management
    Cross-Cultural Marketing
    Sustainable Marketing

Teaching Interests

  • Principles of Marketing
    Digital Marketing
    Marketing Analytics