Yinlong Zhang holds a Ph.D. in marketing from The Katz Graduate School of Business at the University of Pittsburgh, a Master of Philosophy in marketing from the Hong Kong University of Science &Technology, and a Bachelor of history from Renmin University of China. His recent research focuses on consumer psychological issues and their marketing implications for globalization and cross-cultural differences. Professor Zhang’s research has been published in leading journals in both marketing and psychology, including Journal of Consumer Research, Journal of Marketing Research and Personality and Social Psychology Bulletin.
» Self-construal
» Global identity
» Cross-cultural consumer psychology
Zhang, Y., & Mittal, V. (2005), “Decision Difficulty: Effects of Procedural and Outcome Accountability,” Journal of Consumer Research (December), 465-72, cited by 22, a typical 05 JCR article cited by 3.
Zhang, Y., Feick, L., & Price, L. (2006), “The Impact of Self-Construal on Aesthetic Preference for Angular versus Rounded Shapes,” Personality and Social Psychology Bulletin (June), 794-805. [A French translation of this paper was reprinted in Recherche et Applications en Marketing, Vol. 22 (2007), no.2, 77-92], cited by 32, a typical 06 PSPB article cited by 3.
Zhang, Y., & Mittal, V. (2007), "The Attractiveness of Enriched and Impoverished Options: Culture, Self-Construal, and Regulatory Focus,” Personality and Social Psychology Bulletin (April), 588-98, cited by 20.
Zhang, Y., & Shrum, L.J. (2009), "The Influence of Self-Construal on Impulsive Consumption,” Journal of Consumer Research (February), 838-50, cited by 24.
Zhang, Y., & Khare, A. (2009), “The Impact of Accessible Identities on the Evaluation of Global versus Local Products,” Journal of Consumer Research, (October), 524-37, cited by 20.
Zhang, Y., Winterich, K. & Mittal, V. (2010), “Power-Distance Belief and Impulsive Buying,” Journal of Marketing Research, (October), 945-54, cited by 9.
Zhang, Y., & Zhang, Y. (2011), “The Impact of Jin-Shang Teachings on Chinese People’ Trust,” Asian Journal of Social Psychology, 14, 197-206.
Tu, L., Khare, A. & Zhang Y.(2012), “A Short 8-item Scale for Measuring Consumers’ Local-Global Identity,” International Journal of Research in Marketing, 29, 35-42.
Winterich, K., Zhang ,Y, & Mittal, V. (2012), “How Political Identity and Charity Positioning Increase Donations: Insights from Moral Foundations Theory,” forthcoming at International Journal of Research in Marketing.
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