Yanmei Zheng

Assistant Professor of Marketing

Academic Background

University of Florida
2016 – 2017, Post-Doctoral Fellow in Marketing

University of Florida
2011 – 2016, Ph.D. in Marketing

Sun Yat-sen University
2007 – 2011, B.A. in Marketing

Research Interests

My primary research interests revolve around intrinsic motivation and agency, with a focus on their implications for consumer choice and consumer welfare. My current research specifically investigates how consumer engagement or motivation can be sustained, and how consumers conceptualize agency, culpability, and merit. 

Selected Publications

Zheng, Yanmei, Stijn M. J. van Osselaer, and Joseph W. Alba (2015), “Belief in Free Will: Implications for Practice and Policy,” Journal of Marketing Research, forthcoming.

Alba, Joseph W. and Yanmei Zheng (2016), “>50 shades,” Journal of Marketing Behavior, 1(February), 329-49.


BUS312 Principles of Marketing


Butterworth Foundation Fellowship, 2015, 2016.

AMA-Sheth Foundation Doctoral Consortium Fellow, 2014.

China State Scholarship, 2009.

J.C. Penney Scholarship, 2009.

Sun Yat-sen University Scholarship, 2008, 2009, 2010.

Additional Information

Ongoing research

“Deriving Mental Energy from Task Engagement and Task Completion,” with Chris Janiszewski, Juliano Laran, and Eric Jang. 

“Mental Models of the Tempted Mind,” with Joe Alba.

“Technology Resistance: The Case of Food Production Processes,” with Lisa Bolton and Joe Alba.

“Concurrent Assimilation and Contrast Effects in Consumption Experiences,” with Alan Cooke and Chris Janiszewski.

“The Impact of Compositional Contextual Information on Bundle Preference,” with Dan Rice and Alan Cooke.

“Fostering Intrinsic Motivation in Novel Activities,” with Chris Janiszewski and Martin Schreier.

“When Sales Promotions Restrict a Consumer’s Freedom of Choice,” with Chris Janiszewski.

“Structural Equivalence,” with Joe Alba and Lisa Bolton.

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University of Hawai‘i at Mānoa
Shidler College of Business
2404 Maile Way, Honolulu, HI 96822



Contact Info

(808) 956-7648