Haiyue (Felix) Xu is an Assistant Professor of Marketing in the Gatton College of Business and Economics. Prior to joining UK, Felix received his Ph.D. in Business Administration (Marketing) from the Pennsylvania State University. He also holds a M.Sc. degree in Marketing from Brock University (Canada) and a B.S. degree in Marketing from Nanjing University of Information Science and Technology (China). Felix’s research mainly focuses on consumer judgment and decision making in marketing contexts with moral and/or prosocial implications, such as corporate social responsibility (CSR), sustainability, and company moral transgressions. His work also examines cross-cultural consumer behavior, in particular the ways cultural values shape consumer moral judgment and prosocial/immoral behaviors in the marketplace. Felix’s work has been published in the Journal of Consumer Research. He has also won several awards in recognition of research excellence, including the 2021 ACR/Sheth Foundation Dissertation Award and the 2021 Haring Symposium Best Paper Award.