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Rongrong ZHOU
Associate Professor 
Email: mkrrzhou@ust.hk

PhD, Columbia University, Marketing
MPhil, Columbia University, Marketing 
BSc, Fudan University, Management Information Systems
[ CV ]




Consumer judgment and decision-making; motivational influences in consumer behavior; customer experiences in services; the role of visual processing in decision-making.


Aradhna Krishna, Rongrong Zhou, Shi Zhang (2008), "The Effect of Self-Construal on Spatial Judgments", Journal of Consumer Research, Aug, Vol. 35, Issue 3, pg. 337.

Rongrong Zhou and Dilip Soman (2008), "Consumers' Waiting in Queues: The Role of First-order and Second-order Justice," Psychology & Marketing, March, Vol. 25, Issue 3, pg. 262.

Jaideep Sengupta and Rongrong Zhou (2007), "Understanding Impulsives Choice Behaviors: The Motivational Influences of Regulatory Focus," Journal of Marketing Research, Vol. XLIV, No. 2, May, 297- 308.

Rongrong Zhou and Michel Tuan Pham (2004), "Promotion and Prevention Across Mental Accounts: When Financial Products Dictate Consumers' Investment Goals," Journal of Consumer Research, Vol. 31, June, 125-135.

Rongrong Zhou and Dilip Soman (2003), "Looking Back: Exploring the Psychology of Queuing and the Effect of the Number of People Behind," Journal of Consumer Research, March, Vol. 29, 517-530.

Michel Tuan Pham, Tom Meyvis, Rongrong Zhou (2001), "Beyond the Obvious: Chronic Vividness of Imagery and the Use of Information in Decision-Making," Organizational Behavior and Human Decision Processes, March, 84(2), 226-253.


Tingting Wang, Rongrong Zhou (2012), “Physical Temperature Effects on Consumer Purchase Behavior,” Advances in Consumer Research.

Jing Wang, Jiewen Hong, Rongrong Zhou (2011), “How Long Have I Waited? The Influence of Construal Level on Waiting Time Judgment,” Asia Pacific Advances in Consumer Research.

Shenghui Zhao and Rongrong Zhou (2008), “Self-Regulation in Consumers’ Time Discounting,” European Advances in Consumer Research, Vol. 8.

Rongrong Zhou and Jaideep Sengupta (2006), "The Motivational Influences in Consumer Behavior: The Role of Regulatory Focus," in Advances in Consumer Research, Cornelia Pechmann and Linda Price (eds.), vol. XXXIII.

Rongrong Zhou and Michel Tuan Pham (2004), “Advances in the Psychology of Consumer Investment," in Advances in Consumer Research, Vol. 31, Barbara Kahn and Mary Frances Luce (eds.), Valdosta, GA: Association for Consumer Research, 604-606.

Dilip Soman and Rongrong Zhou (2002), "Waiting for Service: Affective Responses, Satisfaction and Decision-making of Consumers Waiting in Queues," in Advances in Consumer Research, Vol. 29, Susan Broniarczyk and Kent Nakamoto (eds.), Valdosta, GA: Association for Consumer Research, 431-433.


Wang Jing, Jiewen Hong, Rongrong Zhou, “The Effect of Construal Level on Consumers’ Wait Time Perceptions” (equal authorship), being revised for second round review at Journal of Consumer Research.

Rongrong Zhou, Jiewen Hong, Jielan Liu, "The Negative Consequences of Restrictive Promotion".

Tingting Wang, Rongrong Zhou, “Physical Temperature Effects on Consumer Buying and Selling Decisions”.

Rongrong Zhou and Shenghui Zhao, “Numerical Judgments and Recall by Consumers:
Selective Accessibility under Prevention and Promotion Motivations, (equal authorship).

Shenghui Zhao and Rongrong Zhou, “Motivational Influences in Time Discounting: The Effect of Regulatory Focus, (equal authorship).

Rongrong Zhou, Weiyin Hong, and Dilip Soman, “Evaluating Multiple Gains and Losses: Valence vs. Value Accounting".


Journal of Consumer Research, Journal of Marketing Research, Management Science, Journal of Marketing, Journal of Consumer Psychology, Journal of Behavioral Decision Making, Marketing Letters, Journal of Economic Psychology, Journal of the Academy of Marketing Science.