PhD, Columbia University, Marketing
MPhil, Columbia University, Marketing
BSc, Fudan University, Management Information Systems
Consumer judgment and decision-making;
motivational influences in consumer behavior;
customer experiences in services; the role of visual processing in
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,
No. 2, May,
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),
REFERRED CONFERENCE PRECEEDINGS:
Tingting Wang, Rongrong Zhou (2012), “Physical Temperature
Effects on Consumer Purchase Behavior,” Advances in Consumer
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.
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
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:
under Prevention and Promotion Motivations,”
Shenghui Zhao and Rongrong
Zhou, “Motivational Influences in Time Discounting: The Effect
of Regulatory Focus,”
Rongrong Zhou, Weiyin Hong, and Dilip Soman, “Evaluating
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.