Dr Jingyu Zhu
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Email
jingyu.zhu@essex.ac.uk -
Location
EBS.3.126F, Colchester Campus
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Academic support hours
My academic support hours are Wednesday 4-5 pm and Thursday 2-4 pm. Please send an email to book your meeting with me in advance.
Profile
Biography
Jingyu Zhu is an Assistant Professor of Marketing at Essex business school. She obtained her PhD in Marketing from the University of Leeds. Prior to her PhD, Jingyu also obtained a master's degree in international marketing management from the University of Leeds and a BBA in international business from FengChia University, Taiwan. Jingyu's research interest lies in consumer psychology as well as judgment and decision-making. Specifically, she studies how mindset influences consumer behaviour. Also, she is interested in how framing (i.e., periodical framing) affects people's decisions, pro-social behaviour and self-other concern. Her work has been published in leading academic journals such as Psychology & Marketing. She has also presented her work at leading academic conferences such as American Marketing Association SIG.
Qualifications
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PhD in Marketing University of Leeds,
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MSc in Marketing University of Leeds,
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BBA in International Business Feng Chia University,
Research and professional activities
Research interests
Consumer psychology
Investigate how mindset shapes consumer behaviour
Digital marketing
Consumer Decision Making
How different framings and presentations affect consumers’ decision-making
Conferences and presentations
The Paradox of Choice in Product Labeling: How Label Variety and Volume Shape Consumer Evaluation
48th ISMS Marketing Science Conference, 48th ISMS Marketing Science Conference, 11/6/2026
The Big Word Effect: Impact of Using Big Words on Backers’ Funding Behavior in Crowdfunding
AMA Sig, AMA SIG, Santiago, 28/5/2023
Teaching and supervision
Current teaching responsibilities
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Neuromarketing (BE535)
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Perspectives on Marketing (BE557)
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Digital and Data-Driven Marketing (BE888)
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Independent Research Project: Management/Marketing (BE939)
Publications
Journal articles (2)
Li, X., Liu, Y., Zhu, J. and Lou, J., (2024). Encouraging prosocial consumer behaviour: A review of influencer and digital marketing literature. Psychology and Marketing. 41 (11), 2711-2727
Basu, S., Zhu, J. and Savani, K., (2022). The role of social projection in consumers' commonness fallacy. Psychology and Marketing. 39 (9), 1698-1705
Grants and funding
2026
Developing Digital Product Passport (DPP) case studies
University of Essex
Contact
Academic support hours:
My academic support hours are Wednesday 4-5 pm and Thursday 2-4 pm. Please send an email to book your meeting with me in advance.