Prof. Rongrong ZHOU
Associate Professor mkrrzhou@ust.hk

CV


Academic qualification
PhD, Columbia University, Marketing
MPhil, Columbia University, Marketing
BSc, Fudan University, Management Information Systems

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RESEARCH INTERESTS Consumer judgment and decision-making; motivational influences in consumer behavior; customer experiences in services; the role of visual processing in decision-making.

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PUBLICATIONS Wang, Jing, Hong Jiewen, and Rongrong Zhou (2018), “How Long Did I Wait? The Effect of Construal Levels on Consumers’ Wait Duration Judgments,”Journal of Consumer Research,45 (1), 169-184(Equal authorship).
Aradhna Krishna, Rongrong Zhou, Shi Zhang (2008), "The Effect of Self-Construal on Spatial Judgments
Consumers' Waiting in Queues: The Role of First-order and Second-order Justice,"Psychology & Marketing, March, Vol. 25, Issue 3, pg. 262.
Jaideep Sengupta and Rongrong Zhou (2007), "Understanding Impulsives Choice Behaviors: The Motivational Influences of Regulatory Focus,"Journal of Marketing Research,Vol. XLIV, No. 2,May, 297- 308.
Rongrong Zhou and Michel Tuan Pham (2004), "Promotion and Prevention Across Mental Accounts: When Financial Products Dictate Consumers' Investment Goals,"Journal of Consumer Research, Vol. 31, June, 125-135.
Rongrong Zhou and Dilip Soman (2003), "Looking Back: Exploring the Psychology of Queuing and the Effect of the Number of People Behind,"Journal of Consumer Research,March, Vol. 29, 517-530.
Michel Tuan Pham, Tom Meyvis, Rongrong Zhou (2001), "Beyond the Obvious: Chronic Vividness of Imagery and the Use of Information in Decision-Making,"Organizational Behavior and Human Decision Processes,March, 84(2), 226-253.