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

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 and Joseph W. Alba (2021), “Consumer Self-Control and the Biological Sciences: Implications for Marketing Stakeholders,” Journal of Marketing, forthcoming.

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.

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

Manuscript under Review

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.

Wang, Xiang, Chris Janiszewski, Yanmei Zheng, Juliano Laran, and Wonseok Jang, “Deriving Mental Energy from Task Completion,” under revision at Journal of Consumer Psychology.

Zheng, Yanmei, Alan Cooke, and Chris Janiszewski “Irreducibility of Sensory Experiences: Dual Representations Lead to Dual Context Effects,” under revision at Journal of Experimental Psychology: General.

Research in Progress

“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.

Awards & Honors

Shidler College Faculty Fellow, 2018-2021.

Butterworth Foundation Fellow, 2015-2017.

AMA Sheth Foundation Doctoral Consortium Fellow, 2014.