Xiaoshan's research takes a social-scientific approach to questions about consumer behavior and (m)health communication. Her research discerns ways of enhancing consumer information management in both virtual and physical environments. She also studies how sensory information inputs impact consumers' perceptions, judgments, and decisions. Currently, she investigates social-cognitive factors that predict consumer risk information seeking and sharing via new technologies. Before joining UIC, Xiaoshan served as a tenure-tracked Assistant Professor of Marketing in the United States. She was a senior account executive at a start-up marketing consulting firm in San Francisco, where she served many key global accounts, including Dell, Lenovo, and Reebok.