Yanmei Zheng

Yanmei Zheng
  • Assistant Professor of Marketing
  • Shidler College Faculty Fellow


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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

The public’s understanding of science is the primary theme that unifies my research activities. In my application area, the public consists of consumers. Across multiple papers, I find significant gaps between lay consumer’s understanding of the world and the scientific view of the world. I have examined how consumers deviate from—and respond to—the scientific developments in the contexts of human autonomy and acceptance of new technology. Because the gaps between the lay and scientific viewpoints have tremendous implications for consumer well-being and societal welfare, I have devised interventions to narrow those gaps. As a result, my research is designed not only to enhance understanding of important marketing questions but also to promote a better world through the discipline of marketing.

Selected Publications

Zheng, Yanmei and Joseph W. Alba (2023), “Origin versus Substance: Competing Determinants of Disruption in Welfare-Enhancing Duplication Technologies,” Journal of Consumer Research, 49 (April), 944-66.

Zheng, Yanmei, Chris Janiszewski, and Martin Schreier (2023), “Exploring the Origins of Intrinsic Motivation,” Motivation and Emotion, 47 (April), 28-45.

Wang, Xiang, Chris Janiszewski, Yanmei Zheng, Juliano Laran, and Wonseok Eric Jang (2021), “Deriving Mental Energy from Task Completion,” Frontier in Psychology, 12.

Zheng, Yanmei and Joseph W. Alba (2021), “Consumer Self-Control and the Biological Sciences: Implications for Marketing Stakeholders,” Journal of Marketing, 85 (July), 105-122.

Wertenbroch Klaus, Rom Schrift, Joseph Alba, Alixandra Barasch, Amit Bhattacharjee, Markus Giesler, Joshua Knobe, Donald Lehmann, Sandra Matz, Gideon Nave, Jeff Parker, Stefano Puntoni, Yanmei Zheng, and Yonat Zwebner (2020), “Autonomy in Consumer Choice,” Marketing Letters, 31 (4), 429-39.

Crolic, Cammy, Yanmei Zheng, JoAndrea Hoegg, and Joseph W. Alba (2019), “The Influence of Visual Product Design on Consumer Inference-Making,” Journal of the Association for Consumer Research, 4 (October), 398-408.

Rice, Dan, Alan D. J. Cooke, and Yanmei Zheng (2019), “The Impact of Bundle Comparisons on Bundle Preference,” Journal of Behavioral Decision Making, 32 (July), 297-316.

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.

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.

Awards & Honors

Shidler College Faculty Fellow, 2018-2024.

Butterworth Foundation Fellow, 2015-2017.

AMA Sheth Foundation Doctoral Consortium Fellow, 2014.