Ying ZHAO
趙鷹

PhD in Marketing
University of California, Berkeley, 2001

Associate Professor
Department of Marketing

MPhil/PhD Programs Coordinator (Marketing)

ORCID
0000-0002-9604-1557
Scopus ID
55726086400

Research Interest

  • Competitive marketing
  • Consumer choice dynamics
  • Interdependent consumer choices

Publications

2023 1

How much does ad sequence matter? Economic implications of consumer zapping and the zapping-induced externality in the television advertising market

Journal of Advertising, v. 52, (2), March 2023, p. 229-246
Shi, Yang; Kim, Jun B.; Zhao, Ying
Article
2019 1

Modeling Advertisers' Willingness to Pay in TV Commercial Slot Auctions

Journal of Interactive Marketing, v. 48, November 2019, p. 120-133
Shi, Yang; Zhao, Ying
Article
2018 1

Firm's Reentry Strategy after A Product Harm Crisis


Zhao, Yi; Zhao, Ying; Chen, Yuxin
Conference paper
2017 1

The Effect of Random Slot Allocation on Advertisers' Welfare in Television Advertising


Shi, Yang; Kim, Jun Beom; Zhao, Ying
Conference paper
2016 2

Recovering Consumer Dynamics from Aggregate Level Data: A Likelihood Based Approach


Zhao, Ying; Zhao, Yi
Conference paper

The Effect of Money on Consumption and Consumption Enjoyment


Zhao, Ying; Zhao, Min; Lee, Kyieon
Conference paper
2013 1

Modeling Consumer Learning from Online Product Reviews

Marketing Science, v. 32, (1), 2013, p. 153-169
Zhao, Yi; Yang, Sha; Narayan, Vishal; Zhao, Ying
Article
2011 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics After a Product-Harm Crisis

Journal of marketing research, v. 48, (2), April 2011, p. 255-267
Zhao, Yi; Zhao, Ying; Helsen, Kristiaan
Article
2010 2

Modeling the Intrahousehold Behavioral Interaction

Journal of marketing research, v. 47, (3), 2010, JUN, p. 470-484
Yang, Sha; Zhao, Yi; Erdem, Tuelin; Zhao, Ying
Article

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis


Zhao, Yi; Zhao, Ying; Helsen, Kris
Conference paper
2009 2

Predicting New Customers' Risk Type in the Credit Card Market

Journal of marketing research, v. 46, (4), 2009, AUG, p. 506-517
Zhao, Yi; Zhao, Ying; Song, Inseong
Article

Voluntary Quality Disclosure and Market Interaction

Marketing science, v. 28, (3), 2009, MAY-JUN, p. 488-501
Guo, Liang; Zhao, Ying
Article
2008 1

A simultaneous model of consumer brand choice and negotiated price

Management Science, v. 54, (3), 2008, MAR, p. 538-549
Chen, Yuxin; Yang, Sha; Zhao, Ying
Article
2007 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis


Zhao, Yi; Zhao, Ying; Helsen, Kris
Conference paper
2006 6

Price dispersion in the grocery market

Journal of business, v. 79, (3), 2006, MAY, p. 1175-1192
Zhao, Y.
Article

A Dynamic Model for Repayment Behaviors of New Customers in the Credit Card Market

Marketing Science Conference, June 2006.
Zhao, Yi; Zhao, Ying; Song, Inseong
Conference paper

A Model of Consumer Brand Choice with Negotiated Prices

International Forum on Marketing Science, Chengdu, China
Chen, Yuxin; Sha, Yang; Zhao, Ying
Conference paper

A Model of Consumer Brand Choice with Negotiated Prices

Informs International Conference, Hong Kong, June 2006
Chen, Yuxin; Yang, Sha; Zhao, Ying
Conference paper

A State-Space Model of Predicting Consumer Repayment Behavior in the Credit Card Market

INFORMS Marketing Science Conference, June 8-10, 2006
Zhao, Yi; Song, Inseong; Zhao, Ying
Conference paper

An Empirical Study of Cell Phone Service Usage under Consumer Uncertainty

Marketing Science Conference, June 2006
Zhao, Ying; Yang, Sha; Erdem, Tulin; Zhao, Yue
Conference paper
2005 1

Retailer, manufacturers, and individual consumers: Modeling the supply side in the ketchup marketplace

Journal of marketing research, v. 42, (1), 2005, FEB, p. 83-95
Villas-Boas, JM; Zhao, Y.
Article
2004 1

Performance of store brands: A cross-country analysis of consumer store-brand preferences, perceptions, and risk

Journal of marketing research, v. 41, (1), 2004, FEB, p. 86-100
Erdem, T.; Zhao, Y.; Valenzuela, A.
Article
2002 1

Structural applications of the discrete choice model

Marketing letters, v. 13, (3), 2002, AUG, p. 207-220
Dube, JP; Chintagunta, P.; Petrin, A.; Bronnenberg, B.; Goettler, R.; Seetharaman, PB; Sudhir, K.; Thomadsen, R.; Zhao, Y.
Article
Article 1

How much does ad sequence matter? Economic implications of consumer zapping and the zapping-induced externality in the television advertising market

Journal of Advertising, v. 52, (2), March 2023, p. 229-246
Shi, Yang; Kim, Jun B.; Zhao, Ying
Article 1

Modeling Advertisers' Willingness to Pay in TV Commercial Slot Auctions

Journal of Interactive Marketing, v. 48, November 2019, p. 120-133
Shi, Yang; Zhao, Ying
Conference paper 1

Firm's Reentry Strategy after A Product Harm Crisis


Zhao, Yi; Zhao, Ying; Chen, Yuxin
Conference paper 1

The Effect of Random Slot Allocation on Advertisers' Welfare in Television Advertising


Shi, Yang; Kim, Jun Beom; Zhao, Ying
Conference paper 2

Recovering Consumer Dynamics from Aggregate Level Data: A Likelihood Based Approach


Zhao, Ying; Zhao, Yi

The Effect of Money on Consumption and Consumption Enjoyment


Zhao, Ying; Zhao, Min; Lee, Kyieon
Article 1

Modeling Consumer Learning from Online Product Reviews

Marketing Science, v. 32, (1), 2013, p. 153-169
Zhao, Yi; Yang, Sha; Narayan, Vishal; Zhao, Ying
Article 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics After a Product-Harm Crisis

Journal of marketing research, v. 48, (2), April 2011, p. 255-267
Zhao, Yi; Zhao, Ying; Helsen, Kristiaan
Article 1

Modeling the Intrahousehold Behavioral Interaction

Journal of marketing research, v. 47, (3), 2010, JUN, p. 470-484
Yang, Sha; Zhao, Yi; Erdem, Tuelin; Zhao, Ying
Conference paper 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis


Zhao, Yi; Zhao, Ying; Helsen, Kris
Article 2

Predicting New Customers' Risk Type in the Credit Card Market

Journal of marketing research, v. 46, (4), 2009, AUG, p. 506-517
Zhao, Yi; Zhao, Ying; Song, Inseong

Voluntary Quality Disclosure and Market Interaction

Marketing science, v. 28, (3), 2009, MAY-JUN, p. 488-501
Guo, Liang; Zhao, Ying
Article 1

A simultaneous model of consumer brand choice and negotiated price

Management Science, v. 54, (3), 2008, MAR, p. 538-549
Chen, Yuxin; Yang, Sha; Zhao, Ying
Article 1

Price dispersion in the grocery market

Journal of business, v. 79, (3), 2006, MAY, p. 1175-1192
Zhao, Y.
Conference paper 5

A Dynamic Model for Repayment Behaviors of New Customers in the Credit Card Market

Marketing Science Conference, June 2006.
Zhao, Yi; Zhao, Ying; Song, Inseong

A Model of Consumer Brand Choice with Negotiated Prices

International Forum on Marketing Science, Chengdu, China
Chen, Yuxin; Sha, Yang; Zhao, Ying

A Model of Consumer Brand Choice with Negotiated Prices

Informs International Conference, Hong Kong, June 2006
Chen, Yuxin; Yang, Sha; Zhao, Ying

A State-Space Model of Predicting Consumer Repayment Behavior in the Credit Card Market

INFORMS Marketing Science Conference, June 8-10, 2006
Zhao, Yi; Song, Inseong; Zhao, Ying

An Empirical Study of Cell Phone Service Usage under Consumer Uncertainty

Marketing Science Conference, June 2006
Zhao, Ying; Yang, Sha; Erdem, Tulin; Zhao, Yue
Article 1

Retailer, manufacturers, and individual consumers: Modeling the supply side in the ketchup marketplace

Journal of marketing research, v. 42, (1), 2005, FEB, p. 83-95
Villas-Boas, JM; Zhao, Y.
Article 1

Performance of store brands: A cross-country analysis of consumer store-brand preferences, perceptions, and risk

Journal of marketing research, v. 41, (1), 2004, FEB, p. 86-100
Erdem, T.; Zhao, Y.; Valenzuela, A.
Article 1

Structural applications of the discrete choice model

Marketing letters, v. 13, (3), 2002, AUG, p. 207-220
Dube, JP; Chintagunta, P.; Petrin, A.; Bronnenberg, B.; Goettler, R.; Seetharaman, PB; Sudhir, K.; Thomadsen, R.; Zhao, Y.
2019 1

Modeling Advertisers' Willingness to Pay in TV Commercial Slot Auctions

Journal of Interactive Marketing, v. 48, November 2019, p. 120-133
Shi, Yang; Zhao, Ying
Article
2018 1

Firm's Reentry Strategy after A Product Harm Crisis


Zhao, Yi; Zhao, Ying; Chen, Yuxin
Conference paper
2017 1

The Effect of Random Slot Allocation on Advertisers' Welfare in Television Advertising


Shi, Yang; Kim, Jun Beom; Zhao, Ying
Conference paper
2016 2

Recovering Consumer Dynamics from Aggregate Level Data: A Likelihood Based Approach


Zhao, Ying; Zhao, Yi
Conference paper

The Effect of Money on Consumption and Consumption Enjoyment


Zhao, Ying; Zhao, Min; Lee, Kyieon
Conference paper
2013 1

Modeling Consumer Learning from Online Product Reviews

Marketing Science, v. 32, (1), 2013, p. 153-169
Zhao, Yi; Yang, Sha; Narayan, Vishal; Zhao, Ying
Article
2011 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics After a Product-Harm Crisis

Journal of marketing research, v. 48, (2), April 2011, p. 255-267
Zhao, Yi; Zhao, Ying; Helsen, Kristiaan
Article
2010 2

Modeling the Intrahousehold Behavioral Interaction

Journal of marketing research, v. 47, (3), 2010, JUN, p. 470-484
Yang, Sha; Zhao, Yi; Erdem, Tuelin; Zhao, Ying
Article

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis


Zhao, Yi; Zhao, Ying; Helsen, Kris
Conference paper
2009 2

Predicting New Customers' Risk Type in the Credit Card Market

Journal of marketing research, v. 46, (4), 2009, AUG, p. 506-517
Zhao, Yi; Zhao, Ying; Song, Inseong
Article

Voluntary Quality Disclosure and Market Interaction

Marketing science, v. 28, (3), 2009, MAY-JUN, p. 488-501
Guo, Liang; Zhao, Ying
Article
2008 1

A simultaneous model of consumer brand choice and negotiated price

Management Science, v. 54, (3), 2008, MAR, p. 538-549
Chen, Yuxin; Yang, Sha; Zhao, Ying
Article
2007 1

Consumer Learning in a Turbulent Market Environment: Modeling Consumer Choice Dynamics in the Wake of Product Harm Crisis


Zhao, Yi; Zhao, Ying; Helsen, Kris
Conference paper
2006 6

Price dispersion in the grocery market

Journal of business, v. 79, (3), 2006, MAY, p. 1175-1192
Zhao, Y.
Article

A Dynamic Model for Repayment Behaviors of New Customers in the Credit Card Market

Marketing Science Conference, June 2006.
Zhao, Yi; Zhao, Ying; Song, Inseong
Conference paper

A Model of Consumer Brand Choice with Negotiated Prices

International Forum on Marketing Science, Chengdu, China
Chen, Yuxin; Sha, Yang; Zhao, Ying
Conference paper

A Model of Consumer Brand Choice with Negotiated Prices

Informs International Conference, Hong Kong, June 2006
Chen, Yuxin; Yang, Sha; Zhao, Ying
Conference paper

A State-Space Model of Predicting Consumer Repayment Behavior in the Credit Card Market

INFORMS Marketing Science Conference, June 8-10, 2006
Zhao, Yi; Song, Inseong; Zhao, Ying
Conference paper

An Empirical Study of Cell Phone Service Usage under Consumer Uncertainty

Marketing Science Conference, June 2006
Zhao, Ying; Yang, Sha; Erdem, Tulin; Zhao, Yue
Conference paper
2005 1

Retailer, manufacturers, and individual consumers: Modeling the supply side in the ketchup marketplace

Journal of marketing research, v. 42, (1), 2005, FEB, p. 83-95
Villas-Boas, JM; Zhao, Y.
Article
2004 1

Performance of store brands: A cross-country analysis of consumer store-brand preferences, perceptions, and risk

Journal of marketing research, v. 41, (1), 2004, FEB, p. 86-100
Erdem, T.; Zhao, Y.; Valenzuela, A.
Article
2002 1

Structural applications of the discrete choice model

Marketing letters, v. 13, (3), 2002, AUG, p. 207-220
Dube, JP; Chintagunta, P.; Petrin, A.; Bronnenberg, B.; Goettler, R.; Seetharaman, PB; Sudhir, K.; Thomadsen, R.; Zhao, Y.
Article
No Publications
No Publications
No Publications
No Publications
No Publications

Teaching Assignment

DBAP5170 Frontiers in Marketing Research
MARK3460 Retailing
MARK5410 Seminar in Quantitative Modeling
MARK3460 Retailing
DBAP5170 Frontiers in Marketing Research
No Teaching Assignments
No Teaching Assignments
No Teaching Assignments

Research Postgraduate (RPG) Supervision

From January 2022 to December 2025 (As of 02 April 2025)
Current RPGs
Doctor of Philosophy

  • WANG, Yue
    Marketing

Graduated RPGs
Doctor of Philosophy

  • WANG, Xuewen
    Marketing( Completed in 2024 )

  • CONG, Ziwei
    Marketing( Completed in 2022 )

Projects

From January 2023 to December 2025 (As of 02 April 2025)
  • The Effects of Media on Consumer Purchase: Evidence from the Pharmaceutical Market in China during the Covid-19 Pandemic
    媒體對消費者購買行為的影響：基于新冠期間中國藥品市場的研究 Leading
    RGC - General Research Fund
    Project Team (HKUST)
    • ZHAO Ying (Lead)
    2023 -
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