Associate Professor of Marketing

SILC Business School, Shanghai University, China

Email: zhangke1988swz@gmail.com

               klaus2017@shu.edu.cn

Academic Positions

• Associate Professor, Shanghai University, 2022-

• Assistant Professor, Shanghai University, 2017-2022

• Honorary Visiting Fellow, University of Technology Sydney,  2023-2025 

• Honorary Research Associate, The University of Hong Kong, 2017-

Education

• PhD (Marketing), The University of Hong Kong , 2017

• MA (Marketing), Peking University, 2013

• BS (Psychology), Peking University, 2011

Research Interests

• Misperception

• Miscommunication

• Misinference

Selected Publication (* denotes the corresponding author, † denotes student collaborators)

Consumer Behavior

• Huang, Yunhui, Ke Zhang*, Xiaoyan Deng, and Qiang Zhang (2026), “Fast Fashion Consumption Signals Low Self-Control.” Journal of Consumer Research, in press (The First Three Authors Have Equal Contributions). 

• Gong, Han, and Ke Zhang* (2026), "Patience and Promotion: Intertemporal Preference for Premium-based (vs. Discount-based) Promotions." International Journal of Research in Marketing, in press (Equal Contribution).

• Jia, He (Michael), Yunhui Huang, Qiang Zhang, Zhengyu Shi, and Ke Zhang* (2024), “Final Price Neglect in Multi-Product Promotions: How Non-Integrated Price Reductions Promote Higher-Priced Products,” Journal of Consumer Research, 50 (6), 1097-1116 (Editor's Choice).

• Zhang, Xiaoling, Ke Zhang*, Shibo Li, and Damien Koenitz (2023), "Effects of Store Fixture Shape at Retail Checkout: Evidence from Field and Online Studies," Production and Operations Management, 32 (10), 3158–3173.

• ​Kim, Sara, Rocky Peng Chen, and Ke Zhang (2016), “Anthropomorphized Helpers Undermine Autonomy and Enjoyment in Computer Games,” Journal of Consumer Research, 43(2), 282-302.

Social Psychology

• Kim, Sara, Ke Zhang, and Daeun Park (2018), “Don’t Want to Look Dumb? The Role of Theories of Intelligence and Humanlike Features in Online Help-Seeking,” Psychological Science, 29(2), 171-180 (Lead Article). 

Tourism Marketing

• Zhang, Ke*, Renwei Liu†, and Gang Li (2027), "From Destination to Dining: How Perceived Cultural Distance Shapes Tourists’ Dietary Preferences at Destinations." Journal of Travel Research, accepted.

• Zhang, Ke*, Xinru Sun†, and Gang Li  (2025), "Virtual Influencer and Cultural Heritage Destination: Endorsement Effectiveness of Virtual versus Human Influencers." Annals of Tourism Research, 110, 103873. 

• Hou, Yuansi, Ke Zhang*, and Gang Li (2021), “Service Robots or Human Staff: How Social Crowding Shapes Tourist Preferences,” Tourism Management, 83, 104242 (ESI Highly Cited Paper).

• Hou, Yuansi, and Ke Zhang* (2021). “Space and Money: How and Why Crowding Influences Tourists’ Sensitivity to Price Magnitude,” Journal of Travel Research, 60(3), 520-531.

• Zhang, Ke, Yuansi Hou, and Gang Li (2020), “Threat of Infectious Disease during an Outbreak: Influence on Tourists’ Emotional Responses to Disadvantaged Price Inequality,” Annals of Tourism Research, 84, 102993 (ESI Highly Cited Paper).

• Zhang, Ke, Yuansi Hou, Gang Li, and Yunhui Huang (2020), “Tourists and Air Pollution: How and Why Air Pollution Magnifies Tourists’ Suspicion of Service Providers,” Journal of Travel Research, 59(4), 661-673.

Grants

• National Natural Science Foundation of China, General Program (PI, 2022-2025)

• National Natural Science Foundation of China, Youth Program (PI, 2019-2021)

• Shanghai Chenguang Program (PI, 2019-2021)

• Shanghai Pujiang Program (PI, 2018-2021)

Honors and Awards

• Best Retail & Pricing Paper Award, American Marketing Association (2026)

• Excellent Reviewer Award, Tourism Management (2024)

• Choi Koon-Shum Outstanding Young Teacher, Shanghai University (2020)

• Beta Gamma Sigma (2019)

• Best Working Paper Award, Association for Consumer Research(2016)

• 51st AMA-Sheth Foundation Doctoral Consortium Fellow (2016)

• University Postgraduate Fellowship, The University of Hong Kong (2013) 

• Outstanding Graduate of Beijing (2013)

• Outstanding Graduate of Peking University (2013)

• Bank of Tokyo-Mitsubishi UFJ Scholarship, Peking University (2012)

Reviewer

• Journal of Consumer Research.

• Tourism Management

• Annals of Tourism Research

• Journal of the Association for Consumer Research

• Journal of Business Research

• Psychology and Marketing

• Acta Psychologica Sinica (心理学报 in Chinese)

• Journal of Marketing Science (营销科学学报 in Chinese)

• Management Review (管理评论 in Chinese)