Contact: zhengxy89@mail.sysu.edu.cn

Research Areas: Judgment and Decision Making, Motivation, Social Influence, Compensatory Consumption

 

Sun Yat-Sen University, Business School

Department of Marketing

Phone: (+86) 182-2214-7564

Email: zhengxy89@mail.sysu.edu.cn

Address: 66 Gongchang Road, Guangming District, Shenzhen, China, 518107

 

Employment

Sun Yat-Sen University, Business School, September 2021 – present

Associate Professor of Marketing

Nankai University, Business School, January 2019 – September 2021

Associate Professor of Marketing

Nankai University, Business School, July 2015 – December 2018 

Assistant Professor of Marketing

 

Education

Ph.D. in Marketing, 2015

Guanghua School of Management, Peking University

 

Visiting Ph.D. in Marketing, 2013 - 2014

School of Management, Yale University

 

Bachelor of Science, 2010 (with honors)

School of Psychology, Beijing Normal University

 

Research Interests

Judgment and Decision Making, Motivation, Social Influence, Compensatory Consumption

 

Publications                                                                  

1. Zheng Lei, Xiaoying Zheng*, Chenhan Ruan, Jon D. Elhai (2022), “To Distance or to Help: People’s Ambivalent Attitudes Toward Residents from the Epicenter of COVID-19”, forthcoming at Current Psychology, February 28.

 

2. Zheng Xiaoying, Jing Xu*, and Hao Shen (2022), “To Be Respected or Be Liked: How Social Comparisons Influence Consumer Preference for Competence and Warmth in Choice Making?” International Journal of Research in Marketing, 39(1): 170-189.

 

3. Zheng Xiaoying, Chenhan Ruan*, Lei Zheng* (2021), “Money or Love? The Impact of the COVID-19 Pandemic on Consumer Life Goals and Subjective Well-being,” Journal of Business Research, 137: 626-633.

 

4. Zhu Junming, Saiquan Hu*, Jiangli Wang, Xiaoying Zheng* (2020), “Future Orientation Promotes Climate Concern and Mitigation,” Journal of Cleaner Production, 262: 121212.

 

5. Zhang Hongxia, Xiaoying Zheng*, Xuan Zhang (2020), “Warmth Effect in Advertising: The Effect of Male Endorsers’ Warmth on Brand Attitude,” International Journal of Advertising, 39(8): 1228-1251.

 

6. Xie Yi, Xiaoying Zheng* (2019), “How Does Corporate Learning Orientation Enhance Industrial Brand Equity? The Roles of Firm Capabilities and Size,” Journal of Business and Industrial Marketing, 35(2), 231-243.  

 

7. Zheng Xiaoying*, Ernest Baskin, Ravi Dhar (2019), “By Brand or By Category? The Effect of Display Format on Brand Extension Evaluation,” Journal of Retailing, 95(3), 76-85.

 

8. Zheng Xiaoying*, Ernest Baskin, and Siqing Peng (2018), “Feeling Inferior, Showing off: The Effect of Nonmaterial Social Comparisons on Conspicuous Consumption,” Journal of Business Research, 90, 196-205.

 

9. Zheng Xiaoying*, Ernest Baskin, and Siqing Peng (2018), “The Spillover Effect of Incidental Social Comparison on Materialistic Pursuits: The Mediating Role of Envy,” European Journal of Marketing, 52 (5/6), 1107-1127.

 

10. Hu Saiquan, Zhou Zhong, Jin Zhang* and Xiaoying Zheng*(2018), “Cognitive Flexibility and Advice Network Centrality: The Moderating Role of Self-Monitoring,” Frontiers in Psychology, 9: 1947.

 

Hu Saiquan, Xiaoying Zheng*, Junming Zhu*, Nan Zhang (2018), “The Impact of Mortality Salience on Intergenerational Altruism and the Perceived Importance of Sustainable Development Goals,” Frontiers in Psychology, 9: 1399.

 

Hu Saiquan, Xiao Jia, Xiaojin Zhang, Xiaoying Zheng, Junming Zhu (2017), “How Political Ideology Affects Climate Perception: Moderation Effects of Time Orientation and Knowledge,” Resources, Conservation and Recycling, 127: 124-131. (equal contribution)

 

Research Grants                                                                     

National Natural Science Foundation of China (NO. 72372166; Amount: $ 58,000), 2024.1—2027.12, “The Effect of Human-Robot Service Collaboration on Consumer Perception and Behavior: Dual Perspectives Based on Objectification and Anthropomorphism”

 

National Natural Science Foundation of China (71972108), 2020.01-2023.12, Principal Investigator

The Fundamental Research Funds for the Central Universities (63182054), 2018-2019, Principal Investigator

National Natural Science Foundation of China (71602093), 2017-2019, Principal Investigator

Dean’s Research Foundation, Guanghua School of Management, 2013-2015, Principal Investigator

 

Conference Presentations                                               

1. Zheng Xiaoying, Yanping Tu, Jing Xu, and Jingting Yuan (2021), “Maximizing Strength or Fixing Weakness? Evaluatees Prefer Maximizing Strength More Than Evaluators Appreciate.” Presented at Society for Consumer Psychology Conference, online.

 

2. Zheng Xiaoying, Yanping Tu, Jing Xu, and Jingting Yuan (2020), “Maximizing Strength or Fixing Weakness? Evaluatees Prefer Maximizing Strength More Than Evaluators Appreciate.” Presented at Association for Consumer Research North 

American Conference, online.

 

3. Zheng Xiaoying, Zoey Chen, Jing Xu, and Hao Shen (2018), “To Be Respected or Be Liked: How Social Comparisons Influence Consumer Preference for Competence and Warmth in Choice Making?” Accepted by Society of Consumer Psychology Conference, Savannah, US.

 

4. Zheng Xiaoying (2017). The Devil is in the Smile: Smiley Temptation and Motivated Calorie Estimation in Restrained Eaters. Accepted by Association for Consumer 

Research North American Conference, San Diego, US.

 

5. Zheng Xiaoying, Siqing Peng (2016). Outperforming vs. Being Outperformed: A Competence-Warmth Differential Signaling Need of Upward and Downward Social Comparison. Accepted by Society of Consumer Psychology Conference, St. Pete Beach, US.

 

6. Zheng Xiaoying, Ernest Baskin, Ravi Dhar, Siqing Peng (2015). By Brand or By Category? The Effect of Display Context in Evaluating Incongruent Brand Extensions. Presented at the Association for Consumer Research North American Conference, 

New Orleans, US.

 

7. Zheng Xiaoying, Siqing Peng (2015). Striving for Superiority: An Envy Motivated Materialism Account of Social Comparison and Conspicuous Consumption. Accepted by the International Conference of Asian Marketing Associations, Tokyo, Japan.

 

8. Zheng Xiaoying, Siqing Peng (2015). Conspicuous Consumption as a Way to Cope with Threatening Social Comparison. Presented at the Association for Consumer Research Asian Pacific Conference, Hong Kong.

 

9. Zheng Xiaoying, Ernest Baskin, Ravi Dhar, Siqing Peng (2015). By Brand or By Category? The Effect of Display Context in Evaluating Incongruent Brand Extensions. Presented at the Association for Consumer Research Asian Pacific Conference, Hong Kong.

 

10. Peng, Luluo, Siqing Peng, Wenting Feng, and Xiaoying Zheng (2012). When Foreign Brands Stretch Their Hands to Local Products: The Effect of Cultural Fit in Cross-culture Brand Extension Evaluation. Presented at the AMA Winter Marketing Educators’ Conference, St. Petersburg, Florida.

 

11. Zheng, Xiaoying, Yi Xie, and Siqing Peng (2011). The Impact of Marketing Capability on Customer Responses: A Customer-based Brand Equity Perspective. Presented at the Informs Marketing Science Conference, Houston, Texas.

 

Professional Services                                                           

Editorial board on Acta Psychology, Journal of Contemporary Marketing Science; Reviewer for Journal of Business Research, Marketing Letters, Journal of Marketing Science, ACR conference, SCP conference.

 

Professional Affiliations                                                          

Association for Consumer Research

Society for Consumer Psychology

Society for Judgment and Decision Making

Society for Personality and Social Psychology