Directory

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RESEARCH INTERESTS

• Competitive marketing strategy
• Consumer choice dynamics
• Media consumption and production behavior

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PUBLICATIONS

• Yang Shi, Jun B. Kim, and Ying Zhao (2023), "How Much Does Ad Sequence Matter? Economic Implications of Consumer Zapping and the Zapping-Induced Externality in the Television Advertising Market," Journal of Advertising, 52(2), 229-246 .
• Yang Shi and Ying Zhao (2019), “Modeling Advertisers' Willingness to Pay in TV Commercial Slot Auctions,”  Journal of Interactive Marketing, 48, 120-133.
• Yi Zhao, Sha Yang, Vishal Narayan, and Ying Zhao (2013), "Modeling Consumer Learning from Online Product Reviews," Marketing Science, 32 (1), 153-169.
• Yi Zhao, Ying Zhao, and Kris Helsen (2011), “Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis,” Journal of Marketing Research, 48(2).
• Sha Yang, Yi Zhao, Tulin Erdem, and Ying Zhao (2010), “Modeling Behavioral Interaction,” Journal of Marketing Research ,47(3), 470-484.
• Yi Zhao, Ying Zhao, and Inseong Song (2009), “Predicting New Customer’s Risk Type in the Credit Card Market,” Journal of Marketing Research, 46, no. 4.
• Liang Guo and Ying Zhao (2009), “Voluntary Quality Disclosure and Market Interaction,” Marketing Science, pp.488-501.
• Yuxin Chen, Sha Yang, and Ying Zhao (2008), “A Model of Consumer Brand Choice with Negotiated Prices,” Management Science, 54(3), 538-549.
• Ying Zhao (2006), “Price Dispersion in the Grocery Market,” Journal of Business, 79, 1175-1192.
• J. Miguel Villas-Boas and Ying Zhao (2005), “Retailer, Manufacturers, and Individual Consumers: Modeling the Supply Side in the Ketchup Marketplace,” Journal of Marketing Research, 42, 83-95.
• Tulin Erdem, Ying Zhao, and Ana Valenzuela (2004), “Performance of Store Brands: A Cross-Country Analysis of Consumer Store Brand Preferences, Perceptions, and Risk,” Journal of Marketing Research, 41, 86-115. 
• “Structural Applications of the Discrete Choice Model,” with Jean-Pierre Dube, P. Chintagunta, B. Bronneberg, R. Goettler, A. Petrin, P.B. Seetharaman, K. Sudhir, R. Thomadsen, Marketing Letters, 2002, 3, 207-220.

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REVIEWING FOR

Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Journal of Economic Psychology, Journal of Retailing, Naval Research Logistics.