Books and Chapters (International)
Capon, Noel, Willem Burgers, and Yuhuang Zheng (2011), Marketing for China's Managers: Current and Future (2nd Edition), Wessex Press, New York.(Amazon Link)
Zheng, Yuhuang and Dan Su (2011), "Hedonic vs. Utilitarian Consumption in China," IN Handbook of Contemporary Marketing in China: Theories and Practices (ed., Cheng-Lu Wang), Nova Science Publishers, Inc., New York. (Amazon Link)
Books and Chapters (National)
Capon, Noel, Willem Burgers, and Yuhuang Zheng (2012), Marketing for China's Managers: Current and Future (Chinese Edition), China Youth Press, Beijing.(Amazon Link)
Capon, Noel, Willem Burgers, and Yuhuang Zheng (2012), Marketing for China's Managers: Current and Future (2nd Edition), Peking University Press, Beijing.(Amazon Link)
Journal Papers (International)
Tong, Luqiong, Yuhuang Zheng, and Ping Zhao (2013), "Is Money Really the Root of All Evil? The Impact of Priming Money on Consumer Choice," Marketing Letters, 24 (2), 119-129.
Kivetz, Ran, Oleg Urminsky, and Yuhuang Zheng (2006), "The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention," Journal of Marketing Research, 43 (1), 39-58.(Finalist, 2011 William O'Dell Best Paper Award; Finalist, 2007 Paul Green Best Paper Award)
Kivetz, Ran and Yuhuang Zheng (2006), "Determinants of Justification and Self-Control," Journal of Experimental Psychology: General, 135 (4), 572-587.
Journal Papers (National)
Fan Xiaomeng, Zheng Yuhuang, Chen Huihui, Yang Wenying, (2012), "An Investigation of the effect of messiness on Consumer Self-Control", Journal of Marketing Science, 8(4),71-78.(in Chinese)
Wu Chuan, Zhang Li, Zheng Yuhuang, Du Xiaomeng, (2012), "The Impact of Regulatory Focus on Brand Extension: The Moderating Effect of Parent Brand Type and Fit Type", Naikai Business Review, 15 (6), 51-61.(In Chinese)
Tong Luqiong, Zheng Yuhuang, Zhao Ping, ( 2011),"Consumer Segmentation in Luxury Product Consumption", Journal of Tsinghua University(Philosophy and Social Science), 2011(26), 13-18. (in Chinese)
Ju Xuenan, Zheng Yuhuang, Hu Zuohao, (2011), "The Ascending Trend of Sunk-Cost Effect with Time under Uncertainty—In Terms of Time and Effort", Journal of Tsinghua University(Philosophy and Social Science), 2011(26), 52-58. (in Chinese)
Tong, Luqiong, Yuhuang Zheng, and Ping Zhao (2011), "The Impact of Effort on Consumers’ Purchase Decisions," Acta Psychologica Sinica, 43(10),1211-1218.(in Chinese)
Tong Luqiong, Zheng Yuhuang, Zhao Ping, (2011), "The Impact of Time Concept on Consumers' Choice between Virtue and Vice", Journal of Marketing Science, 7(3), 42-50. (in Chinese)
Dong, Chunyan, Yuhuang Zheng, and Chunyu Xia (2011), "The Influence of Strangers’ Presence on Consumers' Self-Control," Journal of Marketing Science, 7(2), June, 32-44. (in Chinese)
Zheng, Yuhuang and Chunyan Dong (2011), "The Impact of Decision Interruption on Consumer Self-Control," Journal of Marketing Science, 7(1), March, 1-14. (in Chinese)
Zhang, Li, Yuhuang Zheng and Chuan Wu (2011), "The Impact of Consumers' Regulatory Focus on Brand Extension Evaluations," Journal of Marketing Science, 7(1), March, 15-34. (in Chinese)
Dong, Chunyan, Yuhuang Zheng, Chunyu Xia and Ping Zhao (2010), "The Influence of Others' Self-Control Behavior on Consumers' Self-Control Decision," Journal of Marketing Science, 6(2), June, 1-13. (in Chinese)
Dong, Chunyan and Yuhuang Zheng (2010), "Consumer Self-Control: Literature Review and Future Research," Economic Management Journal, 32(11), November, 170-177. (in Chinese)
Liu, Hongyan, Haizhong Wang and Yuhuang Zheng (2008), "The Magnification Effects of Trivial Attributes on Brand Ratings," China Industrial Economics, 249, 103-112. (in Chinese)
Zheng, Yuhuang (2007), "The Justification Heuristic: A Simple and Efficient Decision Process for Consumer to Purchase or Choose Indulgence," Journal of Marketing Science, 3 (4), December, 63-71. (in Chinese)
Conference Papers (International)
Tong, Luqiong, Rui (Juliet) Zhu, Yuhuang Zheng, and Ping Zhao (2011), "Warmer or Cooler: Exploring the Influence of Ambient Temperature on Cognitive Task Performance ", the ACR Conference, St. Louis, MO.
Zheng, Yuhuang and Luqiong Tong (2011), "The Impact of Effort on Consumers' Willingness-to-Pay in Hedonic vs. Utilitarian Purchases", the Asia-Pacific ACR Conference, Beijing.
Zheng, Yuhuang, Xiao Liu, and Joachim Vosgerau (2011), "The Impact of Sorting Choice Options on Consumer Self-Control", the Asia-Pacific ACR Conference, Beijing.
Tong, Luqiong, Rui (Juliet) Zhu, Yuhuang Zheng, and Ping Zhao (2011), "Exploring the Influence of Ambient Temperature on Cognitive Task Performance ", the Asia-Pacific ACR Conference, Beijing.
Zheng, Yuhuang and Luqiong Tong (2010), "Work Hard, Pay More? The Impact of Effort on Consumers' Willingness-to-Pay", The SCP Conference, St. Pete Beach, Florida
Zheng, Yuhuang and Luqiong Tong (2010), "The Differential Impact of Effort on Consumers' WTP for Hedonic vs. Utilitarian Products", Behavioral Pricing Conference, Boston
Zheng, Yuhuang and Ran Kivetz (2009), "The Differential Promotion Effectiveness on Hedonic versus Utilitarian Products" in Advances in Consumer Research, Vol. 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN: Association for Consumer Research, 565 Download
Zheng, Yuhuang (2009), "Promotion as A Justification for Hedonic Consumption", Cheung Kong GSB Marketing Research Forum.
Zheng, Yuhuang (2009), "From Justification and Self-Control to Promotion Effectiveness", 2009 Hawaii International Conference on Business.
Zheng, Yuhuang and Ran Kivetz (2007), "Effort, Excellence and Income Stinginess: How Do People Justify Self-Gratification?" in European Advances in Consumer Research, Vol. 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele C. Otnes, Milan, Italy : Association for Consumer Research
Kahn, Uzma and Yuhuang Zheng (2007), "A Behavioral Perspective on Differential Effectiveness of Promotions," in Proceedings of the Society for Consumer Psychology 2007 Winter Conference, eds. Dawn Lerman and David Luna, Las Vegas, NV: Society for Consumer Psychology, 254
Zheng, Yuhuang and Ran Kivetz (2007), "Justification and Promotion Effectiveness," in Proceedings of the Society for Consumer Psychology 2007 Winter Conference, eds. Dawn Lerman and David Luna, Las Vegas, NV: Society for Consumer Psychology, 254-255.
Kivetz, Ran and Yuhuang Zheng (2007), "The Justification Heuristic: The Impact of Effort and Income Stinginess on the Decision to Indulge," in Proceedings of the Society for Consumer Psychology 2007 Winter Conference, eds. Dawn Lerman and David Luna, Las Vegas, NV: Society for Consumer Psychology, 227-228.
Kivetz, Ran and Yuhuang Zheng (2006), "Determinants of Justification and Self-Control," in Proceedings of the Society for Judgment and Decision Making 2006 Conference, Houston, TX, November.
Kivetz, Ran, Oleg Urminsky, and Yuhuang Zheng (2006), "The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention," in Advances in Consumer Research, Volume 33, eds. Cornelia Pechmann and Linda L. Price, Duluth, MN: Association for Consumer Research, 425-426.
Kivetz, Ran and Yuhuang Zheng (2006), "Emerging Perspectives on Self-Control," in Advances in Consumer Research, Volume 33, eds. Cornelia Pechmann and Linda L. Price, Duluth, MN: Association for Consumer Research, 594.
Kivetz, Ran and Yuhuang Zheng (2006), "Determinants of Justification and Self-Control," in Advances in Consumer Research, Volume 33, eds. Cornelia Pechmann and Linda L. Price, Duluth, MN: Association for Consumer Research, 595-596
Kivetz, Ran, Oleg Urminsky, and Yuhuang Zheng (2005), "The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention," in Proceedings of the INFORMS Society for Marketing Science 2004 Conference, Atlanta, GA, June.
Kivetz, Ran, Oleg Urminsky, and Yuhuang Zheng (2004), "Goal-Motivated Purchase Acceleration: Evidence and Consequences in Reward Programs," in Proceedings of the Society for Judgment and Decision Making 2004 Conference, Minneapolis, MN, November.
Zheng, Yuhuang and Ran Kivetz (2004), "How do Promotion Programs Affect Consumers' Purchase Decisions: A Behavioral Perspective," in Proceedings of the INFORMS Society for Marketing Science 2004 Conference, Rotterdam, The Netherlands, June.
Zheng, Yuhuang (2003), "The Role of Justification in Purchase or Consumption Decisions of Hedonic Luxuries versus Utilitarian Necessities," in Proceedings of the Society for Judgment and Decision Making 2003 Conference, Vancouver, B.C., Canada, November.
Conference Papers (National)
Tong, Luqiong, Yuhuang Zheng, Rui (Juliet) Zhu, and Ping Zhao (2011), "The Impact of Priming Money Concept on Consumer Choice between Hedonic and Utilitarian Options", Proceedings of the 2011 JMS China Marketing Science Academic Conference and Doctoral Consortium. (Best Conference Paper Award)
Tong, Luqiong, Rui (Juliet) Zhu, Yuhuang Zheng, and Ping Zhao (2011), "Exploring the Influence of Ambient Temperature on Consumers' Cognitive Task Performance", Proceedings of the 2011 JMS China Marketing Science Academic Conference and Doctoral Consortium. (Best Doctoral Consortium Paper Award)
Zheng, Yuhuang and Yue Dong (2011), "The Impact of Product Type on Pricing Strategies of Product Bundles", Proceedings of the 2011 JMS China Marketing Science Academic Conference and Doctoral Consortium.
Tong, Luqiong, Yuhuang Zheng and Ping Zhao (2011), "The Impact of Priming Time Concept on Consumer Self-Control", Proceedings of the 2011 JMS China Marketing Science Academic Conference and Doctoral Consortium.
Yuan, Shaofeng, Yuhuang Zheng and Baoku Li (2011), "Chinese Consumers’ Conspicuous Consumption: Compensating or Signaling Motivations?" Proceedings of the 2011 JMS China Marketing Science Academic Conference and Doctoral Consortium.
Zheng, Yuhuang and Xiao Liu, "The Impact of Product Placement on Consumer Self-Control", Proceedings of the 2010 JMS China Marketing Science Academic Conference and Doctoral Consortium, (Best Conference Paper Award)
Dong, Chunyan, Yuhuang Zheng, and Chunyu Xia, "The Impact of Strangers' existence on Consumer Self-Control", Proceedings of the 2010 JMS China Marketing Science Academic Conference and Doctoral Consortium, (Best Doctoral Consortium Paper Award)
Zheng, Yuhuang, Xiao Liu, and Mo Sha, "Current Status of China's Marketing Academic Research and Comparison of China's Major Universities", Proceedings of the 2010 JMS China Marketing Science Academic Conference and Doctoral Consortium
Zheng, Li, Yuhuang Zheng and Chuan Wu, "The Impact of Regulatory Focus on Brand Extension Evaluations", Proceedings of the 2010 JMS China Marketing Science Academic Conference and Doctoral Consortium
Dong, Yue and Yuhuang Zheng, "The Impact of Regulatory Focus on Consumer's Color Preference", Proceedings of the 2010 JMS China Marketing Science Academic Conference and Doctoral Consortium
Wen, Hegen and Yuhuang Zheng, "The Impact of Regulatory Focus on Consumer's Willingness to Recommend in Referral Programs", Proceedings of the 2010 JMS China Marketing Science Academic Conference and Doctoral Consortium.
Zheng Yuhuang and Chunyan Dong, "The Impact of Decision Interruption of Consumer Self-control ", Proceedings of the 2009 JMS China Marketing Science Academic Conference and Doctoral Consortium, pp. 818-837 (Best Conference Paper Award)
Zheng Yuhuang, Dong Yue, "Integration, Separation, or free gift: The impact of product type on pricing strategy", Proceedings of the 2009 JMS China Marketing Science Academic Conference and Doctoral Consortium, pp. 838-855.
Zheng Yuhuang, Liu Shuang, "Current Status of China's Business Administration Academic Research and Comparison of China's Major Universities and Business Schools", Proceedings of the 2009 JMS China Marketing Science Academic Conference and Doctoral Consortium, pp. 795-809.
Dong Luqiong, Zheng Yuhuang, Zhao Ping, "Working hard and shopping generously", Proceedings of the 2009 JMS China Marketing Science Academic Conference and Doctoral Consortium, pp. 956-976, (Best Doctoral Consortium Paper Award)
