Welcome to my personal webpage! 

My name is Jintao Zhang, and I am an Assistant Professor of Marketing at Binghamton University.

As a consumer behavior scholar, my primary research examines how consumers respond to online pricing strategies across retail marketplaces. I study a wide range of factors, including:

• price presentation

• human-AI interaction

• assortment size

• numerical information

• manufacturing processes

• shopping devices

• psychology of color

• crisis contexts

that shape consumers' perceptions of price information and their purchase decisions.

My second research stream centers on consumer and societal welfare, examining both consumers' acceptance of upcycled foods and their responses to socially responsible business practices such as refugee hiring.