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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 ]

 

 

RESEARCH INTERESTS:

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


PUBLICATIONS:

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.

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.


CONFERENCE PRESENTATIONS:

“Prevention Focus Exacerbates the Anchoring Bias: A Case of Selective Accessibility” with Shenghui Zhao, to be presented at the Society for Consumer Psychology conference (competitive paper), New Orleans, LA, 2008.

 “The Anchoring Bias and Hindsight Bias: A Case of Selective Accessibility Influenced by Regulatory Focus,” with Shenghui Zhao, presented at the Association for Consumer Research conference (poster session), Memphis, Tennessee, 2007.

 “Motivational Influences in Time Discounting: The Effect of Regulatory Focus,” with Shenghui Zhao, presented at the European Association for Consumer Research Conference (competitive paper), Milan, Italy, 2007.

 “The Effect of Regulatory Focus on the Anchoring Bias,” with Shenghui Zhao, presented at the Marketing Science Conference (special session), Singapore, 2007.

 “The effect of Regulatory Focus on Time Discounting,” with Shenghui Zhao, presented at the Society for Consumer Psychology conference (competitive paper), Las Vegas, NV, 2007.

"Regulatory Focus and Consumer Preference for Credit and Loans," to be presented at the Annual Meeting of the Society for Judgment and Decision Making (poster session), Houston, Texas, 2006 (co-authored with Shenghui Zhao).

"Self-regulation and Decision-Making," presented at the International Forum on Marketing Science, Chengdu, China, 2006.

"Visual vs. Verbal Processing: The Influence of Promotion vs. Prevention Focus," Behavioral Decision Research in Management (poster session), Los Angels, California, 2006 (co-authored with Shi Zhang).

"Do Promotion-Focused Individuals Have Higher Discount Rates?  It Depends on the Valence,"  Marketing Science Conference (special session), Pittsburgh, Pennsylvania, 2006 (co-authored with Shenghui Zhao)

"Understanding Impulsives Unwise Eating Choices," Association for Consumer Research Conference (special session), San Antonio, Texas, 2005 (co-authored with Jaideep Sengupta).

"Integrating Gains and Losses: Valence vs. Value Accounting," Marketing Science Conference (special session), Rotterdam, Netherlands, 2004 (co-authored with Weiying Hong and Dilip Soman).

"Promtion and Prevention across Mental Accounts: When Financial Products Dictate Consumers' Investment Goals," Annual Meeting of the Society for Judgment and Decision Making (paper session), Vancouver, Canada, 2003 (co-authored with Michel Tuan Pham).

"Self-Regulation Across Financial Products: Promotion vs. Prevention in Consumer Investment Decisions," Association for Consumer Research Conference (special session), Toronto, Canada, 2003 (co-authored with Michel Tuan Pham).

"Consumers' Perceptions, Evaluation and Decision-Making About Time," Behavioral Decision Research in Management (paper session), 2002 (co-authored with Dilip Soman).

"The Effect of the Number of People Behind in a Queue," the Annual Meeting of the Society for Judgment and Decision Making (paper session), 2001 (co-authored with Dilip Soman.

"On the psychology of queues: Why does the number of people behind matter?"  Association for Consumer Research Conference (special session), Austin, Texas, 2001(co-authored with Dilip Soman). 

"When and Why do Consumers Decide to Leave the Queue?" Marketing Science conference (special session), Wiesbaden, Germany, 2001 (co-authored with Dilip Soman). 

"Beyond the Obvious: Chronic Vividness of Imagery and the Use of Information in Decision-Making," Society for Consumer Psychology Conference (competitive paper), 2001 (co-authored with Michel Pham and Tom Meyvis).

"Regulatory Focus, Implicit Goals, and Investors' Sensitivity to Gains and Losses in Financial Decision Making," Association for Consumer Research Conference (competitive paper), Salt Lake City, Utah, 2000.

"The Effect of Idle Chatter," Association for Consumer Research Conference (special session), Salt Lake City, Utah, 2000 (co-authored with Donald Lehmann).


WORKING PAPERS:

"Motivational Influences in Time Discounting: The Effect of Regulatory Focus," (with Shenghui Zhao).

Prevention Focus Exacerbates the Anchoring Bias: A Case of Selective Accessibility," (with Shenghui Zhao).

"Evaluating Multiple Gains and Losses: Valence vs. Value Accounting," (with W. Hong and Dilip Soman).

REVIEWING FOR:

Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Journal of Economic Psychology, Marketing Letters, Association for Consumer Research.