Rongrong ZHOU
周蓉蓉
PhD in Marketing
Columbia University, 2001

Associate Professor
Department of Marketing



(852) 2358 7702
mkrrzhou@ust.hk
Room LSK4010
Personal Web

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ORCID
0000-0002-9669-1146

Scopus ID
7401567355




Research Interest Publications Projects Teaching Assignment RPG Supervision Space used




Research Interest

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Consumer judgment and decision making
Motivational influences in consumer behavior
Customer experiences in services
The role of visual processing in decision making



Publications

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All Years 37 2022 0 2021 0 2020 0 2019 0 2018 1 2017 0 2016 36

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Expand All Collapse All


2018 1

How Long Did I Wait? The Effect of Construal Levels on Consumers’ Wait Duration Judgments
Journal of Consumer Research, v. 45, (1), June 2018, article number ucx117, p. 169-184
Wang, Jing; Hong, Jiewen; Zhou, Rongrong Article

2012 2

Effect of Physical Temperature on Consumers’ Buying and Selling Decisions
Association for Consumer Research Annual Conference, Vancouver, Canada, 2012
Wang, Tingting; Zhou, Rongrong Conference paper
Physical Temperature Effects on Consumer Purchase Behavior
Association for Consumer Research, Vancouver, Canada, October 4-7 2012, v. 39
Wang, Tingting; Zhou, Rongrong Conference paper

2011 1

Effect of Physical Temperature on Consumers’ Buying and Selling Decisions
Society for Consumer Psychology Annual Conference, Las Vegas, Nevada, 2011
Wang, Tingting; Zhou, Rongrong Conference paper

2010 1

Keeping Customers Waiting
HKUST Business Insights Series, Hong Kong, January 2010
Zhou, Rongrong Conference paper

2009 1

Regulatory Focus and Decision Making
Marketing Scholar Forum VII, Hong Kong, June 2009
Zhou, Rongrong Conference paper

2008 4

Consumers' waiting in queues: The role of first-order and second-order justice
Psychology & marketing, v. 25, (3), 2008, MAR, p. 262-279
Zhou, Rongrong; Soman, Dilip Article
The effect of self-construal on spatial judgments
JOURNAL OF CONSUMER RESEARCH, v. 35, (2), 2008, AUG, p. 337-348
Krishna, Aradhna; Zhou, Rongrong; Zhang, Shi Article
Prevention Focus Exacerbates the Anchoring Bias: A Case of Selective Accessibility
Society for Consumer Psychology conference, New Orleans, LA, 2008
Zhou, Rongrong; Zhao, Shenghui Conference paper
Self-Regulation in Consumers" Time Discounting
European Advances in Consumer Research, v. 8, 2008
Zhao, Shenghui; Zhou, Rongrong Conference paper

2007 5

Understanding impulsive eaters choice behaviors: The motivational influences of regulatory focus
Journal of marketing research, v. 44, (2), 2007, MAY, p. 297-308
Sengupta, Jaideep; Zhou, Rongrong Article
Motivational Influences in Time Discounting: The Effect of Regulatory Focus
European Association for Consumer Research (competitive paper), Milan, Italy, 2007
Zhou, Rongrong; Zhao, Shenghui Conference paper
The Anchoring Bias and Hindsight Bias: A Case of Selective Accessibility Influenced by Regulatory Focus
Association for Consumer Research conference (poster session), Memphis, Tennessee, 2007
Zhou, Rongrong; Zhao, Shenghui Conference paper
The Effect of Regulatory Focus on the Anchoring Bias
Marketing Science Conference (special session), Singapore, 2007
Zhou, Rongrong; Zhao, Shenghui Conference paper
The effect of Regulatory Focus on Time Discounting
Society for Consumer Psychology conference (competitive paper), Las Vegas, NV, 2007
Zhou, Rongrong; Zhao, Shenghui Conference paper

2006 6

Do Promotion-Focused Individuals Have Higher Discount Rates? It Depends on the Valence
Marketing Science Conference (special session), Pittsburgh, Pennsylvania, 2006
Zhou, Rongrong; Zhao, Shenghui Conference paper
Motivational Influences in Consumer Behavior: The Role of Regulatory Focus
Advances in consumer research, v. 33, 2006, p. 532-535
Zhou, Rongrong; Sengupta, Jaideep Conference paper
Regulatory Focus and Consumer Preference for Credit and Loans
Annual Meeting of the Society for Judgment and Decision Making (poster session), Houston, Texas, 2006
Zhou, Rongrong; Zhao, Shenghui Conference paper
Self-regulation and Decision-Making
International Forum on Marketing Science, Chengdu, China, 2006
Zhou, Rongrong Conference paper
The Mediating Role of Regulatory Focus in Impulsive Eating
Association for Consumer Research Conference Proceedings, 2006 333, Vol 33, Pg. 532-535
Zhou, Rongrong; Sengupta, Jaideep Conference paper
Visual vs. Verbal Processing: The Influence of Promotion vs. Prevention Focus
Behavioral Decision Research in Management (poster session), Los Angeles, CA, 2006
Zhou, Rongrong; Zhang, Shi Conference paper

2005 1

Understanding Impulsives" Unwise Eating Choices
Association for Consumer Research conference (special session), San Antonio, Texas, 2005
Zhou, Rongrong; Sengupta, Jaideep Conference paper

2004 3

Promotion and prevention across mental accounts: When financial products dictate consumers' investment goals
JOURNAL OF CONSUMER RESEARCH, v. 31, (1), 2004, JUN, p. 125-135
Zhou, RR; Pham, MT Article
Advances in the Psychology of Consumer Investment
Advances in Consumer Research, Vol. 31, 604-606
Zhou, Rongrong; Pham, Michel Tuan Conference paper
Integrating Gains and Losses: Valence vs. Value Accounting
Marketing Science Conference (special session), Rotterdam, Netherlands, 2004
Zhou, Rongrong; Hong, Weiyin; Soman, Dilip Conference paper

2003 3

Looking back: Exploring the psychology of queuing and the effect of the number of people behind
JOURNAL OF CONSUMER RESEARCH, v. 29, (4), 2003, MAR, p. 517-530
Zhou, RR; Soman, D. Article
Promotion and Prevention across Mental Accounts: When Financial Products Dictate Consumers" Investment Goals
Annual Meeting of the Society for Judgment and Decision Making (paper session), Vancouver, Canada, 2003
Zhou, Rongrong; Pham, Michel Tuan Conference paper
Self-Regulation Across Financial Products: Promotion vs. Prevention in Consumer Investment Decisions
Association for Consumer Research conference (special session), Toronto, Canada, 2003
Zhou, Rongrong; Pham, Michel Tuan Conference paper

2002 2

Waiting for service: Affective responses, satisfaction and decision-making of consumers waiting in queues
Advances in consumer research, v. 29, 2002, p. 431-433
Soman, D.; Zhou, RR Article
Consumers" perception, evaluation and decision-making about time
Behavioral Decision Research in Management (paper session), Chicago, IL, 2002
Zhou, Rongrong; Soman, Dilip Conference paper

2001 5

Beyond the Obvious: Chronic Vividness of Imagery and the Use of Information in Decision-making
Organizational Behavior and Human Decision Processes, v. 84, (2), 2001, p. 226-253
Zhou, Rongrong Article
Beyond the Obvious: Chronic Vividness of Imagery and the Use of Information in Decision-making
Society for Consumer Psychology conference (competitive paper), 2001
Zhou, Rongrong; Pham, Michel; Meyvis, Tom Conference paper
On the psychology of queuing: Why does the number of people behind matter?
Association for Consumer Research conference (special session), Austin, Texas, 2001
Zhou, Rongrong; Soman, Dilip Conference paper
The effect of the number of people behind in a queue
Annual Meeting of the Society for Judgment and Decision Making (paper session), 2001
Zhou, Rongrong; Soman, Dilip Conference paper
When and Why do Consumers Decide to Leave the Queue?
Marketing Science conference (special session), Wiesbaden, Germany, 2001
Zhou, Rongrong; Soman, Dilip Conference paper

2000 2

Regulatory Focus, Implicit Goals, and Investors" Sensitivity to Gains and Losses in Financial Decision Making,
Association for Consumer Research conference (competitive paper), Salt Lake City, Utah, 2000
Zhou, Rongrong Conference paper
The Effect of Idle Chatter
Association for Consumer Research conference (special session), Salt Lake City, Utah, 2000
Zhou, Rongrong; Lehmann, Don Conference paper


Expand All Collapse All


Article 1

How Long Did I Wait? The Effect of Construal Levels on Consumers’ Wait Duration Judgments
Journal of Consumer Research, v. 45, (1), June 2018, article number ucx117, p. 169-184
Wang, Jing; Hong, Jiewen; Zhou, Rongrong


Expand All Collapse All


Conference paper 2

Effect of Physical Temperature on Consumers’ Buying and Selling Decisions
Association for Consumer Research Annual Conference, Vancouver, Canada, 2012
Wang, Tingting; Zhou, Rongrong
Physical Temperature Effects on Consumer Purchase Behavior
Association for Consumer Research, Vancouver, Canada, October 4-7 2012, v. 39
Wang, Tingting; Zhou, Rongrong


Expand All Collapse All


Conference paper 1

Effect of Physical Temperature on Consumers’ Buying and Selling Decisions
Society for Consumer Psychology Annual Conference, Las Vegas, Nevada, 2011
Wang, Tingting; Zhou, Rongrong


Expand All Collapse All


Conference paper 1

Keeping Customers Waiting
HKUST Business Insights Series, Hong Kong, January 2010
Zhou, Rongrong


Expand All Collapse All


Conference paper 1

Regulatory Focus and Decision Making
Marketing Scholar Forum VII, Hong Kong, June 2009
Zhou, Rongrong


Expand All Collapse All


Article 2

Consumers' waiting in queues: The role of first-order and second-order justice
Psychology & marketing, v. 25, (3), 2008, MAR, p. 262-279
Zhou, Rongrong; Soman, Dilip
The effect of self-construal on spatial judgments
JOURNAL OF CONSUMER RESEARCH, v. 35, (2), 2008, AUG, p. 337-348
Krishna, Aradhna; Zhou, Rongrong; Zhang, Shi

Conference paper 2

Prevention Focus Exacerbates the Anchoring Bias: A Case of Selective Accessibility
Society for Consumer Psychology conference, New Orleans, LA, 2008
Zhou, Rongrong; Zhao, Shenghui
Self-Regulation in Consumers" Time Discounting
European Advances in Consumer Research, v. 8, 2008
Zhao, Shenghui; Zhou, Rongrong


Expand All Collapse All


Article 1

Understanding impulsive eaters choice behaviors: The motivational influences of regulatory focus
Journal of marketing research, v. 44, (2), 2007, MAY, p. 297-308
Sengupta, Jaideep; Zhou, Rongrong

Conference paper 4

Motivational Influences in Time Discounting: The Effect of Regulatory Focus
European Association for Consumer Research (competitive paper), Milan, Italy, 2007
Zhou, Rongrong; Zhao, Shenghui
The Anchoring Bias and Hindsight Bias: A Case of Selective Accessibility Influenced by Regulatory Focus
Association for Consumer Research conference (poster session), Memphis, Tennessee, 2007
Zhou, Rongrong; Zhao, Shenghui
The Effect of Regulatory Focus on the Anchoring Bias
Marketing Science Conference (special session), Singapore, 2007
Zhou, Rongrong; Zhao, Shenghui
The effect of Regulatory Focus on Time Discounting
Society for Consumer Psychology conference (competitive paper), Las Vegas, NV, 2007
Zhou, Rongrong; Zhao, Shenghui


Expand All Collapse All


Conference paper 6

Do Promotion-Focused Individuals Have Higher Discount Rates? It Depends on the Valence
Marketing Science Conference (special session), Pittsburgh, Pennsylvania, 2006
Zhou, Rongrong; Zhao, Shenghui
Motivational Influences in Consumer Behavior: The Role of Regulatory Focus
Advances in consumer research, v. 33, 2006, p. 532-535
Zhou, Rongrong; Sengupta, Jaideep
Regulatory Focus and Consumer Preference for Credit and Loans
Annual Meeting of the Society for Judgment and Decision Making (poster session), Houston, Texas, 2006
Zhou, Rongrong; Zhao, Shenghui
Self-regulation and Decision-Making
International Forum on Marketing Science, Chengdu, China, 2006
Zhou, Rongrong
The Mediating Role of Regulatory Focus in Impulsive Eating
Association for Consumer Research Conference Proceedings, 2006 333, Vol 33, Pg. 532-535
Zhou, Rongrong; Sengupta, Jaideep
Visual vs. Verbal Processing: The Influence of Promotion vs. Prevention Focus
Behavioral Decision Research in Management (poster session), Los Angeles, CA, 2006
Zhou, Rongrong; Zhang, Shi


Expand All Collapse All


Conference paper 1

Understanding Impulsives" Unwise Eating Choices
Association for Consumer Research conference (special session), San Antonio, Texas, 2005
Zhou, Rongrong; Sengupta, Jaideep


Expand All Collapse All


Article 1

Promotion and prevention across mental accounts: When financial products dictate consumers' investment goals
JOURNAL OF CONSUMER RESEARCH, v. 31, (1), 2004, JUN, p. 125-135
Zhou, RR; Pham, MT

Conference paper 2

Advances in the Psychology of Consumer Investment
Advances in Consumer Research, Vol. 31, 604-606
Zhou, Rongrong; Pham, Michel Tuan
Integrating Gains and Losses: Valence vs. Value Accounting
Marketing Science Conference (special session), Rotterdam, Netherlands, 2004
Zhou, Rongrong; Hong, Weiyin; Soman, Dilip


Expand All Collapse All


Article 1

Looking back: Exploring the psychology of queuing and the effect of the number of people behind
JOURNAL OF CONSUMER RESEARCH, v. 29, (4), 2003, MAR, p. 517-530
Zhou, RR; Soman, D.

Conference paper 2

Promotion and Prevention across Mental Accounts: When Financial Products Dictate Consumers" Investment Goals
Annual Meeting of the Society for Judgment and Decision Making (paper session), Vancouver, Canada, 2003
Zhou, Rongrong; Pham, Michel Tuan
Self-Regulation Across Financial Products: Promotion vs. Prevention in Consumer Investment Decisions
Association for Consumer Research conference (special session), Toronto, Canada, 2003
Zhou, Rongrong; Pham, Michel Tuan


Expand All Collapse All


Article 1

Waiting for service: Affective responses, satisfaction and decision-making of consumers waiting in queues
Advances in consumer research, v. 29, 2002, p. 431-433
Soman, D.; Zhou, RR

Conference paper 1

Consumers" perception, evaluation and decision-making about time
Behavioral Decision Research in Management (paper session), Chicago, IL, 2002
Zhou, Rongrong; Soman, Dilip


Expand All Collapse All


Article 1

Beyond the Obvious: Chronic Vividness of Imagery and the Use of Information in Decision-making
Organizational Behavior and Human Decision Processes, v. 84, (2), 2001, p. 226-253
Zhou, Rongrong

Conference paper 4

Beyond the Obvious: Chronic Vividness of Imagery and the Use of Information in Decision-making
Society for Consumer Psychology conference (competitive paper), 2001
Zhou, Rongrong; Pham, Michel; Meyvis, Tom
On the psychology of queuing: Why does the number of people behind matter?
Association for Consumer Research conference (special session), Austin, Texas, 2001
Zhou, Rongrong; Soman, Dilip
The effect of the number of people behind in a queue
Annual Meeting of the Society for Judgment and Decision Making (paper session), 2001
Zhou, Rongrong; Soman, Dilip
When and Why do Consumers Decide to Leave the Queue?
Marketing Science conference (special session), Wiesbaden, Germany, 2001
Zhou, Rongrong; Soman, Dilip


Expand All Collapse All


Conference paper 2

Regulatory Focus, Implicit Goals, and Investors" Sensitivity to Gains and Losses in Financial Decision Making,
Association for Consumer Research conference (competitive paper), Salt Lake City, Utah, 2000
Zhou, Rongrong
The Effect of Idle Chatter
Association for Consumer Research conference (special session), Salt Lake City, Utah, 2000
Zhou, Rongrong; Lehmann, Don


Expand All Collapse All


2012 2

Effect of Physical Temperature on Consumers’ Buying and Selling Decisions
Association for Consumer Research Annual Conference, Vancouver, Canada, 2012
Wang, Tingting; Zhou, Rongrong Conference paper
Physical Temperature Effects on Consumer Purchase Behavior
Association for Consumer Research, Vancouver, Canada, October 4-7 2012, v. 39
Wang, Tingting; Zhou, Rongrong Conference paper

2011 1

Effect of Physical Temperature on Consumers’ Buying and Selling Decisions
Society for Consumer Psychology Annual Conference, Las Vegas, Nevada, 2011
Wang, Tingting; Zhou, Rongrong Conference paper

2010 1

Keeping Customers Waiting
HKUST Business Insights Series, Hong Kong, January 2010
Zhou, Rongrong Conference paper

2009 1

Regulatory Focus and Decision Making
Marketing Scholar Forum VII, Hong Kong, June 2009
Zhou, Rongrong Conference paper

2008 4

Consumers' waiting in queues: The role of first-order and second-order justice
Psychology & marketing, v. 25, (3), 2008, MAR, p. 262-279
Zhou, Rongrong; Soman, Dilip Article
The effect of self-construal on spatial judgments
JOURNAL OF CONSUMER RESEARCH, v. 35, (2), 2008, AUG, p. 337-348
Krishna, Aradhna; Zhou, Rongrong; Zhang, Shi Article
Prevention Focus Exacerbates the Anchoring Bias: A Case of Selective Accessibility
Society for Consumer Psychology conference, New Orleans, LA, 2008
Zhou, Rongrong; Zhao, Shenghui Conference paper
Self-Regulation in Consumers" Time Discounting
European Advances in Consumer Research, v. 8, 2008
Zhao, Shenghui; Zhou, Rongrong Conference paper

2007 5

Understanding impulsive eaters choice behaviors: The motivational influences of regulatory focus
Journal of marketing research, v. 44, (2), 2007, MAY, p. 297-308
Sengupta, Jaideep; Zhou, Rongrong Article
Motivational Influences in Time Discounting: The Effect of Regulatory Focus
European Association for Consumer Research (competitive paper), Milan, Italy, 2007
Zhou, Rongrong; Zhao, Shenghui Conference paper
The Anchoring Bias and Hindsight Bias: A Case of Selective Accessibility Influenced by Regulatory Focus
Association for Consumer Research conference (poster session), Memphis, Tennessee, 2007
Zhou, Rongrong; Zhao, Shenghui Conference paper
The Effect of Regulatory Focus on the Anchoring Bias
Marketing Science Conference (special session), Singapore, 2007
Zhou, Rongrong; Zhao, Shenghui Conference paper
The effect of Regulatory Focus on Time Discounting
Society for Consumer Psychology conference (competitive paper), Las Vegas, NV, 2007
Zhou, Rongrong; Zhao, Shenghui Conference paper

2006 6

Do Promotion-Focused Individuals Have Higher Discount Rates? It Depends on the Valence
Marketing Science Conference (special session), Pittsburgh, Pennsylvania, 2006
Zhou, Rongrong; Zhao, Shenghui Conference paper
Motivational Influences in Consumer Behavior: The Role of Regulatory Focus
Advances in consumer research, v. 33, 2006, p. 532-535
Zhou, Rongrong; Sengupta, Jaideep Conference paper
Regulatory Focus and Consumer Preference for Credit and Loans
Annual Meeting of the Society for Judgment and Decision Making (poster session), Houston, Texas, 2006
Zhou, Rongrong; Zhao, Shenghui Conference paper
Self-regulation and Decision-Making
International Forum on Marketing Science, Chengdu, China, 2006
Zhou, Rongrong Conference paper
The Mediating Role of Regulatory Focus in Impulsive Eating
Association for Consumer Research Conference Proceedings, 2006 333, Vol 33, Pg. 532-535
Zhou, Rongrong; Sengupta, Jaideep Conference paper
Visual vs. Verbal Processing: The Influence of Promotion vs. Prevention Focus
Behavioral Decision Research in Management (poster session), Los Angeles, CA, 2006
Zhou, Rongrong; Zhang, Shi Conference paper

2005 1

Understanding Impulsives" Unwise Eating Choices
Association for Consumer Research conference (special session), San Antonio, Texas, 2005
Zhou, Rongrong; Sengupta, Jaideep Conference paper

2004 3

Promotion and prevention across mental accounts: When financial products dictate consumers' investment goals
JOURNAL OF CONSUMER RESEARCH, v. 31, (1), 2004, JUN, p. 125-135
Zhou, RR; Pham, MT Article
Advances in the Psychology of Consumer Investment
Advances in Consumer Research, Vol. 31, 604-606
Zhou, Rongrong; Pham, Michel Tuan Conference paper
Integrating Gains and Losses: Valence vs. Value Accounting
Marketing Science Conference (special session), Rotterdam, Netherlands, 2004
Zhou, Rongrong; Hong, Weiyin; Soman, Dilip Conference paper

2003 3

Looking back: Exploring the psychology of queuing and the effect of the number of people behind
JOURNAL OF CONSUMER RESEARCH, v. 29, (4), 2003, MAR, p. 517-530
Zhou, RR; Soman, D. Article
Promotion and Prevention across Mental Accounts: When Financial Products Dictate Consumers" Investment Goals
Annual Meeting of the Society for Judgment and Decision Making (paper session), Vancouver, Canada, 2003
Zhou, Rongrong; Pham, Michel Tuan Conference paper
Self-Regulation Across Financial Products: Promotion vs. Prevention in Consumer Investment Decisions
Association for Consumer Research conference (special session), Toronto, Canada, 2003
Zhou, Rongrong; Pham, Michel Tuan Conference paper

2002 2

Waiting for service: Affective responses, satisfaction and decision-making of consumers waiting in queues
Advances in consumer research, v. 29, 2002, p. 431-433
Soman, D.; Zhou, RR Article
Consumers" perception, evaluation and decision-making about time
Behavioral Decision Research in Management (paper session), Chicago, IL, 2002
Zhou, Rongrong; Soman, Dilip Conference paper

2001 5

Beyond the Obvious: Chronic Vividness of Imagery and the Use of Information in Decision-making
Organizational Behavior and Human Decision Processes, v. 84, (2), 2001, p. 226-253
Zhou, Rongrong Article
Beyond the Obvious: Chronic Vividness of Imagery and the Use of Information in Decision-making
Society for Consumer Psychology conference (competitive paper), 2001
Zhou, Rongrong; Pham, Michel; Meyvis, Tom Conference paper
On the psychology of queuing: Why does the number of people behind matter?
Association for Consumer Research conference (special session), Austin, Texas, 2001
Zhou, Rongrong; Soman, Dilip Conference paper
The effect of the number of people behind in a queue
Annual Meeting of the Society for Judgment and Decision Making (paper session), 2001
Zhou, Rongrong; Soman, Dilip Conference paper
When and Why do Consumers Decide to Leave the Queue?
Marketing Science conference (special session), Wiesbaden, Germany, 2001
Zhou, Rongrong; Soman, Dilip Conference paper

2000 2

Regulatory Focus, Implicit Goals, and Investors" Sensitivity to Gains and Losses in Financial Decision Making,
Association for Consumer Research conference (competitive paper), Salt Lake City, Utah, 2000
Zhou, Rongrong Conference paper
The Effect of Idle Chatter
Association for Consumer Research conference (special session), Salt Lake City, Utah, 2000
Zhou, Rongrong; Lehmann, Don Conference paper


No Publications


No Publications


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 4 2020-21 Winter 0 2020-21 Fall 0

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MARK3420 Consumer Behavior
MARK5520 Experimental Design and Analysis for Behavioral Research
SBMT6780 Professional Development in Ethics, Innovation and Technology for Research Postgraduate Students
SOCH6780 Professional Development in Innovation, Technology, and Social Responsibility


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 SHI, Lulu (co-supervision)
Marketing( 2021 - )









ProjectsFrom January 2020 to December 2022

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All Projects 1

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No Projects.
The Influence of Sustainability-Related Cues on Consumer Behavior


與可持續發展相關的提示對消費者行為的影響 Participating


RGC - General Research Fund


Project Team (HKUST)
HONG Jiewen (Lead)
ZHOU Rongrong


2021 -