Xingbo graduated from the University of Washington in 2015 with a PhD in business administration. He conducts research in the area of consumer behavior. His research focuses on examining the emotional and cultural factors that underlie consumers' brand evaluations. His research has been published in the Journal of Consumer Research and Marketing Letters. He teaches marketing courses to undergraduate students at the University of Louisville, including marketing research and internet marketing. Xingbo is an alumnus of Nankai University, where he obtained his bachelors in economics.