Dr Jingyu Zhu
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Email
jingyu.zhu@essex.ac.uk -
Telephone
+44 (0) 1206 873447
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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 University of Leeds,
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MSc University of Leeds,
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BBA Feng Chia University,
Research and professional activities
Research interests
Consumer psychology
Investigate how mindset shapes consumer behaviour
Judgment and Decision Making
Teaching and supervision
Current teaching responsibilities
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Neuromarketing (BE535)
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Perspectives on Marketing (BE557)
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Professional and Academic Development (Management and Marketing) (BE909)
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Student Success Tutorial (BE917)
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Introduction to Marketing (BE501)
Publications
Journal articles (1)
Basu, S., Zhu, J. and Savani, K., (2022). The role of social projection in consumers' commonness fallacy. Psychology & Marketing. 39 (9), 1698-1705
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.
