Prof. Rongrong ZHOU

Prof. Rongrong ZHOU

Associate Professor

Academic qualification

  • PhD, Columbia University, Marketing
  • MPhil, Columbia University, Marketing
  • BSc, Fudan University, Management Information Systems


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


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", Journal of Consumer Research, Aug, Vol. 35, Issue 3, pg. 337.

Rongrong Zhou and Dilip Soman (2008), "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.