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Ying Zhang

Ying Zhang
CBA 7.238 (512-232-3747)

Associate Professor



Ying’s research focuses on consumer motivation and the process of self-regulation. Specifically, Ying is interested in the interplay between motivation and cognitive processes, and how these interactions affect consumers’ daily choices. Ying’s ongoing research adopts a longitudinal perspective and examines how consumers’ motivation and cognition change over the course of pursuing important goals.


Szu-Chi Huang, Ying Zhang, and Susan M. Broniarczyk. 2012. So Near and Yet So Far: The Mental Representation of Progress. Journal of Personality and Social Psychology 103(2), 225-241.
Ying Zhang, Jing Xu, Zixi Jang, and Szu-Chi Huang. 2011. Been There, Done That: The Impact of Effort Investment on Goal Value and Consumer Motivation. Journal of Consumer Research 38(1), 78-93.
Ayelet Fishbach, Rebecca Ratner, and Ying Zhang. 2011. Inherently loyal or easily bored? Nonconscious activation of consistency versus variety-seeking behavior. Journal of Consumer Psychology 21(1), 38-48.
Szu-Chi Huang and Ying Zhang. 2011. Motivational Consequences of Perceived Velocity in Consumer Goal Pursuit. Journal of Marketing Research 48(6), 1045-1056.
Ying Zhang, Szu-Chi Huang, and Susan M. Broniarczyk. 2010. Counteractive Construal in Consumer Goal Pursuit. Journal of Consumer Research 37(1), 129-142.
Ayelet Fishbach, Ying Zhang, and Yaacov Trope. 2010. Counteractive Evaluation: Asymmetric shifts in the Implicit Value of Conflicting Motivations. Journal of Experimental Social Psychology 46, 29-38.
Ying Zhang and Szu-Chi Huang. 2010. How Endowed versus Earned Progress Affects Consumer Goal Commitment and Motivation. Journal of Consumer Research 37(4), 641-654.
Ying Zhang and Ayelet Fishbach. 2010. Overcoming Obstacles with Optimistic Predictions. Journal of Experimental Psychology: General 139, 16-31.
Ayelet Fishbach and Ying Zhang. 2009. Consumer Goal Pursuit and Self-regulation, in The Social Psychology of Consumer Behavior, Michaela Wanke, ed. New York: Psychology Press, 365-387.
Ayelet Fishbach and Ying Zhang. 2008. Together or Apart: When Goals and Temptations Complement Versus Compete. Journal of Personality & Social Psychology 94, 547-559.
Ying Zhang, Ayelet Fishbach, and Arie Kruglanski. 2007. The Dilution Model: How Additional Goals Undermine the Perceived Instrumentality of a Shared Path. Journal of Personality and Social Psychology 92, 389-401.
Ying Zhang, Ayelet Fishbach, and Ravi Dhar. 2007. When Thinking Beats Doing: The Role of Optimistic Expectations on Goal-Based Choice. Journal of Consumer Research 34, 567-578.
Ayelet Fishbach, Ravi Dhar, and Ying Zhang. 2006. Subgoals as Substitutes or Complements: A Matter of Goal Accessibilty. Jounal of Personality and Social Psychology 91(2), 232-242.
Ying Zhang and Ayelet Fishbach. 2005. The Role of Anticipated Emotion in the Endowment Effect. Journal of Consumer Psychology 15(4), 316-324.

Professional Awards

Doctoral Fellow, Kilts Center for Marketing2007
AMA-Sheth Doctoral Consortium Fellow2006
Journal of Consumer Psychology Young Contributor Award2005
University of Chicago GSB Fellowship2002
Shell Centenary Scholar, University of Cambridge2001