UW-Platteville
Assistant Professor
School of Business
Xinghui Chen is an Assistant Professor of Marketing in the School of Business at the University of Wisconsin–Platteville. Her research explores how individuals make decisions that affect both themselves and society, with a focus on prosocial behavior, sustainable consumption, and consumer well-being. Before entering academia, Dr. Chen gained industry experience in consulting and marketing. In the classroom, she enjoys creating interactive, engaging learning environments and teaching courses such as Consumer Behavior, Marketing Research, and Digital Marketing. She is passionate about helping students connect marketing concepts to real-world impact and encouraging thoughtful, socially responsible decision-making.
Teaching and Learning Philosophy
I have always been drawn to teaching, inspired early on by my mother and later by a deep appreciation for the impact educators can have on students’ lives. In my teaching, I aim to do more than explain marketing concepts—I strive to spark curiosity, encourage critical thinking, and help students see how their decisions can make a positive difference in the world. I create a supportive, collaborative classroom where students feel comfortable sharing ideas and challenging assumptions. I enjoy bringing learning to life through real-world projects, simulations, and industry connections, so students can apply what they learn in meaningful ways. For me, teaching is a shared journey. When students feel respected, engaged, and inspired, they grow not only academically, but also personally—and that’s the most rewarding part of what I do.
