Zheng Xiaoying

Professor

Email：zhengxy89@mail.sysu.edu.cn

Research Areas：Marketing, Consumer Behavior, Branding

Education
 

2010.09–2015.07 Peking University, Guanghua School of Management, Ph.D. in Management
2013.10–2014.10 Yale University, School of Management, Visiting Ph.D. Student
2006.09–2010.07 Beijing Normal University, School of Psychology, B.S. in Science

Employment
 

2025.03–Present Sun Yat-sen University, Business School, Professor
2021.09–2025.03 Sun Yat-sen University, Business School, Associate Professor
2018.12–2021.08 Nankai University, Business School, Associate Professor
2015.07–2018.12 Nankai University, Business School, Assistant Professor

Teaching
 

Undergraduate: Marketing, Consumer Behavior
Graduate: Experimental Research Methods, Selected Topics in Consumer Behavior Research
EMBA/MBA/EDP: Marketing Management, Consumer Psychology, Service Marketing and User Experience

Selected Publications (* corresponding, # equal contribution)
 

  • Zheng Xiaoying#, Ye Li*#, Qiaowei Liu (2026), “When AI Makes Final Decisions: The Effects of HR Decision Authority Within AI- Enabled HRM on Organizational Reputation”, Human Resource Management, forthcoming.

  • Xin-Jean Lim#, and Xiaoying Zheng*# (2026), “Shall Companies Take a Stance in Sociopolitical Activism? Navigating a Journey to Boost Employee Attributions and Ambassadorship Behaviors,” Journal of Business Ethics, 207, 163-188. 

  • Zheng Xiaoying, Chunlei Liu, and Lijing Zheng* (2025), “Is Darker More Effective? The Effect of Package Color Lightness on Consumer Judgment of Product Efficacy,” Psychology & Marketing, 42: 1018-1034.

  • Zhang, Jin#, Lingkui Cai#, and Xiaoying Zheng*# (2024), “How influencers can enhance consumer responses by value co-creation,” European Journal of Marketing, 58 (11): 2566-2595.

  • Zheng Xiaoying, Jing Xu*, and Hao Shen (2022), “To Be Respected or Liked: The Influence of Social Comparisons on Consumer Preference for Competence- versus warmth-oriented Products,” International Journal of Research in Marketing, 39(1): 170-189.

  • Zheng Xiaoying, Chenhan Ruan*, Lei Zheng* (2021), “Money or Love? The Impact of the COVID-19 Pandemic on Consumer Life Goals and Subjective Well-being,” Journal of Business Research, 137: 626-633.

  • Zheng Xiaoying*, Ernest Baskin, Ravi Dhar (2019), “By Brand or By Category? The Effect of Display Format on Brand Extension Evaluation,” Journal of Retailing, 95(3), 76-85.

  • Zheng Xiaoying*, Ernest Baskin, and Siqing Peng (2018), “Feeling Inferior, Showing off: The Effect of Nonmaterial Social Comparisons on Conspicuous Consumption,” Journal of Business Research, 90, 196-205.

  • Zheng Xiaoying*, Ernest Baskin, and Siqing Peng (2018), “The Spillover Effect of Incidental Social Comparison on Materialistic Pursuits: The Mediating Role of Envy,” European Journal of Marketing, 52 (5/6), 1107-1127.

Research Grants
 

2024.01–2027.12, National Natural Science Foundation of China, "Consumer Perceptions and Behaviors in Human-Machine Collaborative Service Scenarios: A Dual Perspective of Materialization and Anthropomorphism"
2020.01–2023.12, National Natural Science Foundation of China, "The Impact of Consumer Envy on Behavioral Decision-Making: A Categorical Perspective Based on Benign and Malicious Envy"
2017.01–2019.12, National Natural Science Foundation of China, "The Bidirectional Influence Mechanism between Self-Concept and Consumer Behavior: A Psychological Compensation Perspective"

Awards and Honors
 

Third Prize, Teaching Innovation Competition for University Faculty, Guangdong Province (2026)
Outstanding Master's Thesis Supervisor, Sun Yat-sen University (2025)
Outstanding Undergraduate Thesis Supervisor, Sun Yat-sen University (2025)
Grand Prize, The 12th Teaching Competition for Faculty, Sun Yat-sen University (2024)
Outstanding Teaching Achievement Award, China Marketing Association for Higher Education (2024)
Second Prize for Outstanding Paper, Annual Conference of China Marketing Association for Higher Education (2024)
Second Prize, The 16th Tianjin Municipal Social Science Outstanding Achievement Award (2019)
The 10th National Top 100 Outstanding Management Cases (2019)

Academic Service
 

Acta Psychologica Sinica, Editorial Board Member, 2022–Present
Psychology & Marketing, Editorial Board Member, 2024–Present