Yanmei Zheng

Yanmei Zheng
  • Assistant Professor of Marketing


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(808) 956-7648

Academic Background

  • 2016 – 2017, Post-Doctoral Fellow in Marketing, University of Florida
  • 2011 – 2016, Ph.D. in Marketing, University of Florida
  • 2007 – 2011, B.A. in Marketing, Sun Yat-sen University

Research Interests

My primary research interests revolve around agency and intrinsic motivation, with a focus on their implications for consumer choice and consumer welfare. My research investigates how to sustain consumer engagement and how consumers conceptualize agency, culpability, and merit. 

Selected Publications

Zheng, Yanmei, Lisa E. Bolton, and Joseph W. Alba (2019), “Technology Resistance: The Case of Food Production Processes,” Journal of Public Policy and Marketing, 38 (April), 246-62.

Rice, Dan, Alan D. J. Cooke, and Yanmei Zheng (forthcoming), “The Impact of Bundle Comparisons on Bundle Preference,” Journal of Behavioral Decision Making.

Crolic, Cammy, Yanmei Zheng, JoAndrea Hoegg, and Joseph W. Alba (forthcoming), “The Influence of Visual Product Design on Consumer Inference-Making,” Journal of the Association for Consumer Research.

Zheng, Yanmei, Stijn M. J. van Osselaer, and Joseph W. Alba (2016), “Belief in Free Will: Implications for Practice and Policy,” Journal of Marketing Research, 53 (December), 1050-64.

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

Manuscript under Review

Zheng, Yanmei, Alan D. J. Cooke, and Chris Janiszewski, “Dual Representations of Consumption Experiences: A Case of Concurrent Assimilation and Contrast Effects,” under revision at Journal of Consumer Psychology.

Zheng, Yanmei and Joseph W. Alba, “Mental Models of the Tempted Mind: Implications for Consumer Well-Being, Social Equality, National Prosperity, and a Better World,” under revision at Journal of Marketing.

Research in Progress

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

“When Sales Promotions Creates Reactance,” with Chris Janiszewski.

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

“Structural Equivalence,” with Joe Alba.

“Big Data and Consumer Perception of Agency,” with Joe Alba.

“Mental Energy,” with Xiang Wang and Chris Janiszewski.

Awards & Honors

Shidler College Faculty Fellow, 2018-2021.

Butterworth Foundation Fellow, 2015-2017.

AMA Sheth Foundation Doctoral Consortium Fellow, 2014.