Yinlong (Allen) Zhang, Ph.D.

Tom C. Frost Endowed Professor in International Business and Professor, Marketing

Yinlong Zhang Headshot


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 International Journal of Research in MarketingJournal of Consumer ResearchJournal of Marketing Research and Personality and Social Psychology Bulletin.

He was voted one of the Top 3 marketing professors by the MBA Student Association, and he received the Dean’s Research Excellence Award for tenured faculty. One of his doctoral students received the prestigious Sheth dissertation proposal award.

Research Interests

  • Self-construal
  • Global identity
  • Cross-cultural consumer psychology


  • Ph.D. University of Pittsburgh
  • M.Phil. Hong Kong University of Science & Technology
  • B.H. Renmin University of China


  • “How Does Local-Global Identity Affect Price Sensitivity?” with Gao, H. & Mittal, V., Journal of Marketing, Vol. 81, May 2017, pp. 62-79.
  • “All That Glitters Is Not Gold: How Others’ Status Influences the Effect of Power Distance Belief on Status Consumption,” with Gao, H., & Winterich, K., Journal of Consumer Research, Vol. 42, No. 2, 2016, p. 265-281.
  • "Accepting Inequality Deters Responsibility: How Power Distance Decreases Charitable Behavior,” with Winterich, K., & Zhang, Y., Journal of Consumer Research, Vol. 41, No. 2, 2014, p. 274-293.
  • "How Males and Females Differ in Their Likelihood of Transmitting Negative Word of Mouth,” with Zhang, Y., Feick L., & Mittal V., Journal of Consumer Research, Vol. 40, No. 6, 2014, p. 1097-1108.
  • “How Political Identity and Charity Positioning Increase Donations: Insights from Moral Foundations Theory,” with Winterich, K., Zhang ,Y, & Mittal, V., International Journal of Research in Marketing, Vol. 29, Issue 4, 2012, p. 346-354.
  • “A Short 8-item Scale for Measuring Consumers’ Local-Global Identity,” with Tu, L., Khare, A. & Zhang Y., International Journal of Research in Marketing, Vol. 29, Issue 1, 2012, p. 35-42.
  • “Power-Distance Belief and Impulsive Buying,” with Zhang, Y., Winterich, K. & Mittal, V., Journal of Marketing Research, October 2010, p. 945-954.
  • “The Impact of Accessible Identities on the Evaluation of Global Versus Local Products,” with Zhang, Y., & Khare, A., Journal of Consumer Research, October 2009, p. 524-537.
  • "The Influence of Self-Construal on Impulsive Consumption,” with Zhang, Y., & Shrum, L.J., Journal of Consumer Research, February 2009, p. 838-850, cited by 35.
  • "The Attractiveness of Enriched and Impoverished Options: Culture, Self-Construal, and Regulatory Focus,” with Zhang, Y., & Mittal, V., Personality and Social Psychology Bulletin, April 2007, p. 588-598.
  • “The Impact of Self-Construal on Aesthetic Preference for Angular versus Rounded Shapes,” with Zhang, Y., Feich, L. & Price, L., Personality and Social Psychology Bulletin, June 2006, p. 794-805. [A French translation of this paper was reprinted in Recherche et Applications en Marketing, Vol. 22, Issue 2, 2007, p. 77-92].
  • “Decision Difficulty: Effects of Procedural and Outcome Accountability,” with Zhang, Y., & Mittal, V., Journal of Consumer Research, December 2005, p. 465-472.