Faculty Profiles - ZHAO Ying | The Hong Kong University of Science and Technology

Ying ZHAO
趙鷹

PhD in Marketing
University of California, Berkeley, 2001

Associate Professor
Department of Marketing

MPhil/PhD Programs Coordinator (Marketing)

(852) 2358 7701
mkyzhao@ust.hk
Room LSK4012
Personal Web

ORCID

0000-0002-9604-1557

Scopus ID

55726086400

Research Interest Publications Projects Teaching Assignment RPG Supervision Space used

Research Interest

Competitive marketing
Consumer choice dynamics
Interdependent consumer choices

Publications

All Years 23 2024 0 2023 1 2022 0 2021 0 2020 0 2019 1 2018 21

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

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 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.

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

Teaching Assignment

2024-25 Fall 0 2023-24 Summer 0 2023-24 Spring 1 2023-24 Winter 1 2023-24 Fall 0 2022-23 Summer 0

MARK3460

Retailing

DBAP5170

Frontiers in Marketing Research

No Teaching Assignments

Research Postgraduate (RPG) Supervision

From January 2021 to December 2024 (As of 21 November 2024)

All Supervisions Current RPGs Graduated RPGs

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 2022 to December 2024

All Projects 1

No Projects.
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 -

Research Interest

Publications

2023 1

2019 1

2018 1

2017 1

2016 2

2013 1

2011 1

2010 2

2009 2

2008 1

2007 1

2006 6

2005 1

2004 1

2002 1

Article 1

Article 1

Conference paper 1

Conference paper 1

Conference paper 2

Article 1

Article 1

Article 1

Conference paper 1

Article 2

Article 1

Conference paper 1

Article 1

Conference paper 5

Article 1

Article 1

Article 1

2018 1

2017 1

2016 2

2013 1

2011 1

2010 2

2009 2

2008 1

2007 1

2006 6

2005 1

2004 1

2002 1

Teaching Assignment

Research Postgraduate (RPG) Supervision

From January 2021 to December 2024 (As of 21 November 2024)

Current RPGs

Graduated RPGs

Projects

From January 2022 to December 2024

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