Assistant Research Fellow

Brief Introduction

Dr. Li Zhang's research work focuses on the field of consumer behavior, with particular attention on how the presentation of information affects consumers' information processing, perception, and decision-making. Currently, Li Zhang's research is concentrated in three areas: First, exploring how visual elements influence consumer perception and decision-making, such as the impact of product packaging design or advertising design on consumer perception. Second, studying the effects of service interaction design on user experience, for instance, the role of customer service language usage in service marketing on consumer satisfaction. Lastly, analyzing the impact of pricing strategies on consumer choices, such as how the use of whole numbers or round figures in product pricing affects consumers' purchase decisions.

Research

Consumer behavior

visual marketing

perception and decision-making

pricing

Education Background

2011.09-2019.08   Doctor of Philosophy (PhD) in Marketing, Hong Kong University of Science and Technology

2007.09-2010.03   Master’s degree in Business Administration, Antai College of Economics and Management, Shanghai Jiao Tong University

2003.09-2007.08   Bachelor of Engineering in Communication Engineering, East China Normal University

Work Experience

2024.10- Present   Assistant Research Fellow, College of Design and Innovation, Tongji University

2021.01-2024.09   Postdoctoral Researcher, School of Economics and Management, Tongji University

Design

[1] Research on the relationship between perceived decision time and decision evaluation, Project of The National Natural Science Fund of China, 2023-2025 (Principal Investigator)

Publications

[1] Gong, T., Wang, X., Zhang, L., Gao, X., & Xie, E. (2023). Symbolic or substantial? Different responses of state-owned and privately owned firms to government innovation policies. Technovation, 127, 102827.

[2] Li, H., Wang, L., Ou, Y., & Zhang, L. (2023). How does goal framing effect influence household low-carbon behavior: The roles of environmental self-efficacy and global–local identity. Frontiers in Environmental Science, 10, 2651.

Honors and Awards

[1] 2023 Excellent Paper Award, 11th International Conference on Marketing and International Conference (CMIC 2023)

[2] 2023 Nominated for Excellent Paper Award, 7th International Summit Forum on Marketing Science and Innovation (MSI 2023)

[3] 2021 Nominated for Excellent Paper Award, 5th International Symposium on Marketing Science and Innovation (MSI 2021)

Contact

Email: zhangli_612@hotmail.com