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 examines the nuances of how consumers respond to online pricing strategies and the burgeoning sustainable goods sector. 

In the first stream, I examine various elements—including price presentation, Human-AI interaction, assortment size, numerical information, manufacturing process, shopping devices, psychology of color, and crisis—that shape consumers' pricing perceptions across online and offline retail marketplaces. 

Building on my interest in sustainability, my second research stream explores consumers’ acceptance of Upcycled Foods. Specifically, I investigate how generational differences influence consumer preferences for Upcycled Foods across various product categories, and how the presence of a well-designed logo can enhance perceived quality and, in turn, increase purchase intentions.