Ying ZHAO
趙鷹
PhD in Marketing
University of California, Berkeley, 2001

Associate Professor
Department of Marketing



(852) 2358 7701
mkyzhao@ust.hk
Room LSK4012
Personal Web

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ORCID
0000-0002-9604-1557

Scopus ID
55726086400




Research Interest Publications Projects Teaching Assignment RPG Supervision Space used




Research Interest

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Competitive marketing
Consumer choice dynamics
Interdependent consumer choices



Publications

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All Years 22 2022 0 2021 0 2020 0 2019 1 2018 1 2017 1 2016 19

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2019 1

Modeling Advertisers' Willingness to Pay in TV Commercial Slot Auctions
Journal of Interactive Marketing, v. 48, November 2019, p. 120-133
Shi, Yang; Zhao, Ying Article

2018 1

Firm's Reentry Strategy after A Product Harm Crisis
China Marketing International Conference (CMIC 2018), Shanghai, 20-23 July 2018
Zhao, Yi; Zhao, Ying; Chen, Yuxin Conference paper

2017 1

The Effect of Random Slot Allocation on Advertisers' Welfare in Television Advertising
39th Annual ISMS Marketing Science Conference, University of Southern California, LA, US, 7-10 June, 2017
Shi, Yang; Kim, Jun Beom; Zhao, Ying Conference paper

2016 2

Recovering Consumer Dynamics from Aggregate Level Data: A Likelihood Based Approach
Marketing Science Conference 2016, Shanghai, China, 16-18 June 2016
Zhao, Ying; Zhao, Yi Conference paper
The Effect of Money on Consumption and Consumption Enjoyment
38th Annual ISMS Marketing Science Conference 2016, Fudan University, Shanghai, 16-18 June 2016
Zhao, Ying; Zhao, Min; Lee, Kyieon Conference paper

2013 1

Modeling Consumer Learning from Online Product Reviews
Marketing Science, v. 32, (1), 2013, p. 153-169
Zhao, Yi; Yang, Sha; Narayan, Vishal; Zhao, Ying Article

2011 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics After a Product-Harm Crisis
Journal of marketing research, v. 48, (2), April 2011, p. 255-267
Zhao, Yi; Zhao, Ying; Helsen, Kristiaan Article

2010 2

Modeling the Intrahousehold Behavioral Interaction
Journal of marketing research, v. 47, (3), 2010, JUN, p. 470-484
Yang, Sha; Zhao, Yi; Erdem, Tuelin; Zhao, Ying Article
Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis
2010 International Conference on Quantitative Methods in Business Applications, Peking University, Beijing, China, 15-16 June 2010
Zhao, Yi; Zhao, Ying; Helsen, Kris Conference paper

2009 2

Predicting New Customers' Risk Type in the Credit Card Market
Journal of marketing research, v. 46, (4), 2009, AUG, p. 506-517
Zhao, Yi; Zhao, Ying; Song, Inseong Article
Voluntary Quality Disclosure and Market Interaction
Marketing science, v. 28, (3), 2009, MAY-JUN, p. 488-501
Guo, Liang; Zhao, Ying Article

2008 1

A simultaneous model of consumer brand choice and negotiated price
Management Science, v. 54, (3), 2008, MAR, p. 538-549
Chen, Yuxin; Yang, Sha; Zhao, Ying Article

2007 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis
INFORMS Marketing Science Conference, Singapore Management University, 28-30 June 2007.
Zhao, Yi; Zhao, Ying; Helsen, Kris Conference paper

2006 6

Price dispersion in the grocery market
Journal of business, v. 79, (3), 2006, MAY, p. 1175-1192
Zhao, Y. Article
A Dynamic Model for Repayment Behaviors of New Customers in the Credit Card Market
Marketing Science Conference, June 2006.
Zhao, Yi; Zhao, Ying; Song, Inseong Conference paper
A Model of Consumer Brand Choice with Negotiated Prices
International Forum on Marketing Science, Chengdu, China
Chen, Yuxin; Sha, Yang; Zhao, Ying Conference paper
A Model of Consumer Brand Choice with Negotiated Prices
Informs International Conference, Hong Kong, June 2006
Chen, Yuxin; Yang, Sha; Zhao, Ying Conference paper
A State-Space Model of Predicting Consumer Repayment Behavior in the Credit Card Market
INFORMS Marketing Science Conference, June 8-10, 2006
Zhao, Yi; Song, Inseong; Zhao, Ying Conference paper
An Empirical Study of Cell Phone Service Usage under Consumer Uncertainty
Marketing Science Conference, June 2006
Zhao, Ying; Yang, Sha; Erdem, Tulin; Zhao, Yue Conference paper

2005 1

Retailer, manufacturers, and individual consumers: Modeling the supply side in the ketchup marketplace
Journal of marketing research, v. 42, (1), 2005, FEB, p. 83-95
Villas-Boas, JM; Zhao, Y. Article

2004 1

Performance of store brands: A cross-country analysis of consumer store-brand preferences, perceptions, and risk
Journal of marketing research, v. 41, (1), 2004, FEB, p. 86-100
Erdem, T.; Zhao, Y.; Valenzuela, A. Article

2002 1

Structural applications of the discrete choice model
Marketing letters, v. 13, (3), 2002, AUG, p. 207-220
Dube, JP; Chintagunta, P.; Petrin, A.; Bronnenberg, B.; Goettler, R.; Seetharaman, PB; Sudhir, K.; Thomadsen, R.; Zhao, Y. Article


Expand All Collapse All


Article 1

Modeling Advertisers' Willingness to Pay in TV Commercial Slot Auctions
Journal of Interactive Marketing, v. 48, November 2019, p. 120-133
Shi, Yang; Zhao, Ying


Expand All Collapse All


Conference paper 1

Firm's Reentry Strategy after A Product Harm Crisis
China Marketing International Conference (CMIC 2018), Shanghai, 20-23 July 2018
Zhao, Yi; Zhao, Ying; Chen, Yuxin


Expand All Collapse All


Conference paper 1

The Effect of Random Slot Allocation on Advertisers' Welfare in Television Advertising
39th Annual ISMS Marketing Science Conference, University of Southern California, LA, US, 7-10 June, 2017
Shi, Yang; Kim, Jun Beom; Zhao, Ying


Expand All Collapse All


Conference paper 2

Recovering Consumer Dynamics from Aggregate Level Data: A Likelihood Based Approach
Marketing Science Conference 2016, Shanghai, China, 16-18 June 2016
Zhao, Ying; Zhao, Yi
The Effect of Money on Consumption and Consumption Enjoyment
38th Annual ISMS Marketing Science Conference 2016, Fudan University, Shanghai, 16-18 June 2016
Zhao, Ying; Zhao, Min; Lee, Kyieon


Expand All Collapse All


Article 1

Modeling Consumer Learning from Online Product Reviews
Marketing Science, v. 32, (1), 2013, p. 153-169
Zhao, Yi; Yang, Sha; Narayan, Vishal; Zhao, Ying


Expand All Collapse All


Article 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics After a Product-Harm Crisis
Journal of marketing research, v. 48, (2), April 2011, p. 255-267
Zhao, Yi; Zhao, Ying; Helsen, Kristiaan


Expand All Collapse All


Article 1

Modeling the Intrahousehold Behavioral Interaction
Journal of marketing research, v. 47, (3), 2010, JUN, p. 470-484
Yang, Sha; Zhao, Yi; Erdem, Tuelin; Zhao, Ying

Conference paper 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis
2010 International Conference on Quantitative Methods in Business Applications, Peking University, Beijing, China, 15-16 June 2010
Zhao, Yi; Zhao, Ying; Helsen, Kris


Expand All Collapse All


Article 2

Predicting New Customers' Risk Type in the Credit Card Market
Journal of marketing research, v. 46, (4), 2009, AUG, p. 506-517
Zhao, Yi; Zhao, Ying; Song, Inseong
Voluntary Quality Disclosure and Market Interaction
Marketing science, v. 28, (3), 2009, MAY-JUN, p. 488-501
Guo, Liang; Zhao, Ying


Expand All Collapse All


Article 1

A simultaneous model of consumer brand choice and negotiated price
Management Science, v. 54, (3), 2008, MAR, p. 538-549
Chen, Yuxin; Yang, Sha; Zhao, Ying


Expand All Collapse All


Conference paper 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis
INFORMS Marketing Science Conference, Singapore Management University, 28-30 June 2007.
Zhao, Yi; Zhao, Ying; Helsen, Kris


Expand All Collapse All


Article 1

Price dispersion in the grocery market
Journal of business, v. 79, (3), 2006, MAY, p. 1175-1192
Zhao, Y.

Conference paper 5

A Dynamic Model for Repayment Behaviors of New Customers in the Credit Card Market
Marketing Science Conference, June 2006.
Zhao, Yi; Zhao, Ying; Song, Inseong
A Model of Consumer Brand Choice with Negotiated Prices
International Forum on Marketing Science, Chengdu, China
Chen, Yuxin; Sha, Yang; Zhao, Ying
A Model of Consumer Brand Choice with Negotiated Prices
Informs International Conference, Hong Kong, June 2006
Chen, Yuxin; Yang, Sha; Zhao, Ying
A State-Space Model of Predicting Consumer Repayment Behavior in the Credit Card Market
INFORMS Marketing Science Conference, June 8-10, 2006
Zhao, Yi; Song, Inseong; Zhao, Ying
An Empirical Study of Cell Phone Service Usage under Consumer Uncertainty
Marketing Science Conference, June 2006
Zhao, Ying; Yang, Sha; Erdem, Tulin; Zhao, Yue


Expand All Collapse All


Article 1

Retailer, manufacturers, and individual consumers: Modeling the supply side in the ketchup marketplace
Journal of marketing research, v. 42, (1), 2005, FEB, p. 83-95
Villas-Boas, JM; Zhao, Y.


Expand All Collapse All


Article 1

Performance of store brands: A cross-country analysis of consumer store-brand preferences, perceptions, and risk
Journal of marketing research, v. 41, (1), 2004, FEB, p. 86-100
Erdem, T.; Zhao, Y.; Valenzuela, A.


Expand All Collapse All


Article 1

Structural applications of the discrete choice model
Marketing letters, v. 13, (3), 2002, AUG, p. 207-220
Dube, JP; Chintagunta, P.; Petrin, A.; Bronnenberg, B.; Goettler, R.; Seetharaman, PB; Sudhir, K.; Thomadsen, R.; Zhao, Y.


Expand All Collapse All


2016 2

Recovering Consumer Dynamics from Aggregate Level Data: A Likelihood Based Approach
Marketing Science Conference 2016, Shanghai, China, 16-18 June 2016
Zhao, Ying; Zhao, Yi Conference paper
The Effect of Money on Consumption and Consumption Enjoyment
38th Annual ISMS Marketing Science Conference 2016, Fudan University, Shanghai, 16-18 June 2016
Zhao, Ying; Zhao, Min; Lee, Kyieon Conference paper

2013 1

Modeling Consumer Learning from Online Product Reviews
Marketing Science, v. 32, (1), 2013, p. 153-169
Zhao, Yi; Yang, Sha; Narayan, Vishal; Zhao, Ying Article

2011 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics After a Product-Harm Crisis
Journal of marketing research, v. 48, (2), April 2011, p. 255-267
Zhao, Yi; Zhao, Ying; Helsen, Kristiaan Article

2010 2

Modeling the Intrahousehold Behavioral Interaction
Journal of marketing research, v. 47, (3), 2010, JUN, p. 470-484
Yang, Sha; Zhao, Yi; Erdem, Tuelin; Zhao, Ying Article
Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis
2010 International Conference on Quantitative Methods in Business Applications, Peking University, Beijing, China, 15-16 June 2010
Zhao, Yi; Zhao, Ying; Helsen, Kris Conference paper

2009 2

Predicting New Customers' Risk Type in the Credit Card Market
Journal of marketing research, v. 46, (4), 2009, AUG, p. 506-517
Zhao, Yi; Zhao, Ying; Song, Inseong Article
Voluntary Quality Disclosure and Market Interaction
Marketing science, v. 28, (3), 2009, MAY-JUN, p. 488-501
Guo, Liang; Zhao, Ying Article

2008 1

A simultaneous model of consumer brand choice and negotiated price
Management Science, v. 54, (3), 2008, MAR, p. 538-549
Chen, Yuxin; Yang, Sha; Zhao, Ying Article

2007 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis
INFORMS Marketing Science Conference, Singapore Management University, 28-30 June 2007.
Zhao, Yi; Zhao, Ying; Helsen, Kris Conference paper

2006 6

Price dispersion in the grocery market
Journal of business, v. 79, (3), 2006, MAY, p. 1175-1192
Zhao, Y. Article
A Dynamic Model for Repayment Behaviors of New Customers in the Credit Card Market
Marketing Science Conference, June 2006.
Zhao, Yi; Zhao, Ying; Song, Inseong Conference paper
A Model of Consumer Brand Choice with Negotiated Prices
International Forum on Marketing Science, Chengdu, China
Chen, Yuxin; Sha, Yang; Zhao, Ying Conference paper
A Model of Consumer Brand Choice with Negotiated Prices
Informs International Conference, Hong Kong, June 2006
Chen, Yuxin; Yang, Sha; Zhao, Ying Conference paper
A State-Space Model of Predicting Consumer Repayment Behavior in the Credit Card Market
INFORMS Marketing Science Conference, June 8-10, 2006
Zhao, Yi; Song, Inseong; Zhao, Ying Conference paper
An Empirical Study of Cell Phone Service Usage under Consumer Uncertainty
Marketing Science Conference, June 2006
Zhao, Ying; Yang, Sha; Erdem, Tulin; Zhao, Yue Conference paper

2005 1

Retailer, manufacturers, and individual consumers: Modeling the supply side in the ketchup marketplace
Journal of marketing research, v. 42, (1), 2005, FEB, p. 83-95
Villas-Boas, JM; Zhao, Y. Article

2004 1

Performance of store brands: A cross-country analysis of consumer store-brand preferences, perceptions, and risk
Journal of marketing research, v. 41, (1), 2004, FEB, p. 86-100
Erdem, T.; Zhao, Y.; Valenzuela, A. Article

2002 1

Structural applications of the discrete choice model
Marketing letters, v. 13, (3), 2002, AUG, p. 207-220
Dube, JP; Chintagunta, P.; Petrin, A.; Bronnenberg, B.; Goettler, R.; Seetharaman, PB; Sudhir, K.; Thomadsen, R.; Zhao, Y. Article


No Publications


No Publications


No Publications






Teaching Assignment

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2021-22 Winter 0 2021-22 Fall 0 2020-21 Summer 0 2020-21 Spring 2 2020-21 Winter 0 2020-21 Fall 0

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MARK3460 Retailing
MARK5410 Seminar in Quantitative Modeling


No Teaching Assignments


No Teaching Assignments


No Teaching Assignments


No Teaching Assignments


No Teaching Assignments






Research Postgraduate (RPG) Supervision From January 2019 to December 2022 (As of 30 January 2022)

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Current RPGs

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Doctor of Philosophy CONG, Ziwei
Marketing( 2021 - )

WANG, Xuewen
Marketing( 2021 - )









ProjectsFrom January 2020 to December 2022

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All Projects 1

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No Projects.
Empirical Study of Consumer Search and Choice under Limited Information


消費者在有限產品信息下的搜索和購買行為 Leading


RGC - General Research Fund


Project Team (HKUST)
ZHAO Ying (Lead)


2017 - 2020