Kuangjie Zhang

Biography

Kuangjie Zhang is Associate Professor of Marketing at Nanyang Business School. Kuangjie received his PhD in Marketing from INSEAD. He also received a BA degree in Economics and a BSc degree in Psychology (double major) from Peking University in China.

His research interests focus on pricing and numerical cognition as well as the domain of hedonic and experiential consumption. He is also interested in topics such as brand perception, prosocial behavior, and health communication. His research has appeared in leading academic journals (e.g., Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, and Journal of Experimental Psychology: General) and managerial publications (e.g., Harvard Business Review).

Kuangjie has won both the NBS Research Excellence Award and the NBS Teaching Excellence Award. He was also nominated for the NBS Teacher of the Year Award in 2020.

Research Interests

• Pricing and Numerical Cognition, Hedonic and Experiential Consumption, Brand Perception, Prosocial Behavior, Health Communication

Current Grants

• Linearization Fallacy in Food Quantity Estimates
• Simple or Complex Logos? The Influence of Logo Complexity on Brand Perceptions

Keywords

• Business and Management
• Psychology

Articles (Journal)

Tang, Qing, Kuangjie Zhang, and Xun (Irene) Huang (2022), "Indulgent Consumption Signals Interpersonal Warmth," Journal of Marketing Research, forthcoming.

Zhang, Kuangjie, Shaobo (Kevin) Li, and Sharon Ng (2022), "Sizes Are Gendered: The Effect of Size Cues in Brand Names on Brand Stereotyping," Journal of Consumer Research, 49(2), 252-267.

Yang, Haiyang and Kuangjie Zhang (2022), "How Resource Scarcity Influences Preference for Counterhedonic Consumption," Journal of Consumer Research, 48(5), 904-919.

Zhang, Kuangjie, Fengyan Cai, and Zhengyu Shi (2021), "Do Promotions Make Consumers More Generous? The Impact of Price Promotions on Consumers’ Donation Behavior," Journal of Marketing, 85(3), 240-255.

Wadhwa, Monica and Kuangjie Zhang (2019), "When Numbers Make You Feel: Impact of Round versus Precise Numbers on Preventive Health Behaviors," Organizational Behavior and Human Decision Processes, 150, 101-111.

Tuk, Mirjam, Kuangjie Zhang, and Steven Sweldens (2015), "The Propagation of Self-Control: Self-Control in One Domain Simultaneously Improves Self-Control in Other Domains," Journal of Experimental Psychology: General, 144(3), 639-654.

Wadhwa, Monica and Kuangjie Zhang (2015), "This Number Just Feels Right: The Impact of the Roundedness of Price Numbers on Product Evaluations," Journal of Consumer Research, 41(5), 1172-1185.

Yang, Haiyang, Amitava Chattopadhyay, Kuangjie Zhang, and Darren W. Dahl (2012), "Unconscious Creativity: When can Unconscious Thought Outperform Conscious Thought?" Journal of Consumer Psychology, 22(4), 573-581.