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. My substantive research interests reside in the implications of science and technology for consumers.

Selected Publications

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.