Welcome to my personal webpage!

My name is Jintao Zhang and I am a Visiting Assistant Professor of Marketing at The University of Iowa!

My research as a consumer behavior scholar delves into the nuances of how consumers respond to pricing strategies and the burgeoning sector of sustainable goods. 

In the first stream, I examine various elements—including psychology of color, crisis, manufacturing process, price presentation, assortments, shopping devices, and AI interaction—that shape consumers' pricing perceptions across different marketplaces. 

Following my interest in sustainability, my second stream of research explores consumers’ acceptance of Upcycled Foods.