Prof. Ying ZHAO

Prof. Ying ZHAO

Associate Professor

Academic qualification

  • PhD University of California, Berkeley
  • BEng Beijing Institute of Technology


Competitive marketing strategy; consumer choice dynamics; interdependent consumer choices.


Yang Shi and Ying Zhao (2019), “Modeling Advertisers’ Willingness to Pay (WTP) in TV Advertising Slots Selling Auctions”,  Journal of Interactive Marketing, forthcoming.

Yi Zhao, Sha Yang, Vishal Narayan, and Ying Zhao (2013), "Modeling Consumer Learning from Online Product Reviews," Marketing Science, 32 (1), 153-169.

Yi Zhao, Ying Zhao, and Kris Helsen (2011), “Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis,” Journal of Marketing Research, 48(2).

Sha Yang, Yi Zhao, Tulin Erdem, and Ying Zhao (2010), “Modeling Behavioral Interaction,” Journal of Marketing Research ,47(3), 470-484.

Yi Zhao, Ying Zhao, and Inseong Song (2009), “Predicting New Customer’s Risk Type in the Credit Card Market,” Journal of Marketing Research, 46, no. 4.

Liang Guo and Ying Zhao (2009), “Voluntary Quality Disclosure and Market Interaction,” Marketing Science, pp.488-501.

Yuxin Chen, Sha Yang, and Ying Zhao (2008), “A Model of Consumer Brand Choice with Negotiated Prices,” Management Science, 54(3), 538-549.

Ying Zhao (2006), “Price Dispersion in the Grocery Market,” Journal of Business, 79, 1175-1192.

J. Miguel Villas-Boas and Ying Zhao (2005), “Retailer, Manufacturers, and Individual Consumers: Modeling the Supply Side in the Ketchup Marketplace,” Journal of Marketing Research, 42, 83-95.

Tulin Erdem, Ying Zhao, and Ana Valenzuela (2004), “Performance of Store Brands: A Cross-Country Analysis of Consumer Store Brand Preferences, Perceptions, and Risk,” Journal of Marketing Research, 41, 86-115. 

“Structural Applications of the Discrete Choice Model,” with Jean-Pierre Dube, P. Chintagunta, B. Bronneberg, R. Goettler, A. Petrin, P.B. Seetharaman, K. Sudhir, R. Thomadsen, Marketing Letters, 2002, 3, 207-220.


Marketing Science (ad-hoc reviewer), Journal of Economic Psychology (ad-hoc reviewer), Journal of Marketing (ad-hoc reviewer), Journal of Marketing Research (ad-hoc reviewer), Management Science (ad-hoc reviewer), Journal of Retailing (ad-hoc reviewer).