Title/Affiliation：Associate Professor，Department of Marketing，School of Economics and Management, Tsinghua University

Research Interests：Consumer Behavior，Consumer Judgment and Decision Making，Consumer Self-Control，Marketing Strategies for Hedonic vs. Utilitarian Products，Pricing and Promotion Strategies，Customer Relationship Management，Entrepreneurship，Internet Marketing，Global Marketing，Cultural Differences

Email:zhengyh@sem.tsinghua.edu.cn

Journal Articles

1、Ran Kivetz, Oleg Urminsky, Yuhuang Zheng.The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention. Journal of Marketing Research, 2006,43(1): 39-58. (Database: EBSCO BSP )

2．Ran Kivetz, Yuhuang Zheng.Determinants of Justification and Self-Control. Journal of Experimental Psychology: General, 2006,135(4): 572-587. (Database: Proquest ) Abstract Only