Xiang Gu, M.Sc.

Academic Career

Xiang Gu began his doctoral research at the TUM School of Management in 2026. He previously earned an M.S. in Epidemiology from New York University (NYU) and a B.S. in Psychology from Peking University. His academic background has equipped him with a strong foundation at the intersection of behavioral theory and rigorous quantitative methodology. Prior to joining TUM, his academic focus was deeply rooted in applying mixed-method approaches to understand complex human behaviors.

Research Areas

Xiang’s research investigates the evolving dynamics of consumer behavior in the age of emerging technologies, with a primary focus on Human-Tech interaction. He is particularly interested in how different communication channels—spanning from immersive AR/VR environments to personalized digital feeds—and various source identities (e.g., Human vs. AI, Influencers vs. Brands) shape consumer trust, dynamic attitudes, and decision-making over time. 

Methodologically, his work emphasizes mixed-method triangulation to bridge the gap between internal and external validity. By integrating highly controlled laboratory experiments with advanced causal inference techniques on observational data, he aims to uncover complex psychological mediators and treatment effect heterogeneity.