Jiao Zhang

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Degree History:

PhD, University of Chicago, 2006

Research Interests

Affective Forecasting
Consumer Choice
Intertemporal Preference
Judgment and Decision-Making
Risk Preference
Charitable Donations and Cause-Related Marketing

Teaching Experience

The Behavioral Decision Theory Approach to Consumer Research (PhD)
International Marketing (undergraduate)
Marketing Research (undergraduate)
Principles of Marketing (undergraduate)

Journal Articles

Wang, Cindy Xin, and Jiao Zhang. "Assertive Ads for Want or Should? It Depends on Consumers' Power." Journal of Consumer Psychology 30, no. 3: 466-485. https://doi.org/10.1002/jcpy.1165.
July 2020
Wang, Xin, Elizabeth A. Minton, and Jiao Zhang. "Sense of Power: Policy Insights for Encouraging Consumers' Healthy Food Choice." Journal of Public Policy & Marketing 39, no. 2: 188-204. https://doi.org/10.1177/0743915620902148.
April 2020
Buechel, Eva C., Jiao Zhang, and Carey K. Morewedge. "Impact Bias or Underestimation? Outcome Specifications Predict the Direction of Affective Forecasting Errors." Journal of Experimental Psychology: General 146, no. 5: 746-761. http://doi.org/10.1037/xge0000306.
May 2017
Fajardo, Tatiana M., Jiao Zhang, and Michael Tsiros. "The Contingent Nature of the Symbolic Associations of Visual Elements: The Case of Brand Logo Frames." Journal of Consumer Research 43, no. 4: 549-566. https://doi.org/10.1093/jcr/ucw048.
December 2016
Sevilla, Julio, Jiao Zhang, and Barbara E. Kahn. "Anticipation of Future Variety Reduces Satiation from Current Experiences." Journal of Marketing Research 53, no. 6: 954-968. https://doi.org/10.1509/jmr.14.0360.
December 2016
Buechel, Eva C., Jiao Zhang, Carey K. Morewedge, and Joachim Vosgerau. "More Intense Experiences, Less Intense Forecasts: Why People Overweight Probability Specifications in Affective Forecasts." Journal of Personality and Social Psychology 106, no. 1: 20-36. https://doi.org/10.1037/a0034478.
January 2014
Hsee, Christopher K., Jiao Zhang, Zoe Y. Lu, and Fei Xu. "Unit Asking: A Method to Boost Donations and Beyond." Psychological Science 24, no. 9: 1801-1808. https://doi.org/10.1177/0956797613482947.
September 2013
Hsee, Christopher K., Jiao Zhang, Cindy F. Cai, and Shirley Zhang. "Overearning." Psychological Science 24, no. 6: 852-859. https://doi.org/10.1177/0956797612464785.
June 2013
Hsee, Christopher K., Jiao Zhang, Liangyan Wang, and Shirley Zhang. "Magnitude, Time, and Risk Differ Similarly between Joint and Single Evaluations." Journal of Consumer Research 40, no. 1: 172-184. https://doi.org/10.1086/669484.
June 2013

Book Chapters

Zhang, Jiao. "Joint Vs. Separate Modes of Evaluation: Theory and Practice." In Wiley-Blackwell Handbook of Judgment and Decision Making, edited by Gideon Keren and George Wu, 213-238. Malden, MA: Wiley-Blackwell.
February 2016

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