Zhang Yan
Faculty & Department
Education
Bachelor of Arts (Management), Shanghai Jiao Tong University, China
Bachelor of Arts, Shanghai Jiao Tong University, China
Doctor of Philosophy, University of Chicago, United States
MBA, University of Chicago, United States
Master of Science (Marketing), Shanghai Int'l Studies University, China
Bio
Yan Zhang is associate professor of Marketing at the National University of Singapore. She obtained her Ph.D. degree in behavioral science from the University of Chicago. Yan conducts research in the areas of consumer judgment and decision making, consumer psychology, prosocial behavior, and digital marketing.  Her work has appeared in leading journals such as Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Experimental Psychology: General, and Journal of Personality and Social Psychology. Her research has been featured in major news outlets, including American Marketing Association, New York Times, The Atlantic, Washington Post, BBC news, and Straits Times. Yan currently searves as the Associate Editor for the Journal of Business Research. She was formerly the Associate Editor for Service Science.  She currently serves as the PhD Program Coordinator for the Marketing Department. For inquiries about our PhD program in Marketing, please email her.
Contact Information
I study consumer behavior both in the lab and in real-world settings, with a focus on improving welfare for both consumers and firms. My research employs experimental methods to examine consumer decisions and behaviors, along with their implications for marketing management. I am particularly interested in areas such as consumer judgment and decision-making, social influence, choice architecture, and consumer behavior in the digital realm. My goal is to generate insights that can enhance consumer well-being while supporting effective marketing strategies for businesses. Visit https://discovery.nus.edu.sg/1968-zhang-yan/publications to find out more for my publications.
I study consumer behavior both in the lab and in real-world settings. My research employs experimental methods to examine consumer decisions and behaviors, aiming to offer insights for marketing management. I am particularly interested in areas such as consumer judgment and decision-making, social influence, choice architecture, and consumer behavior in the digital realm. My goal is to generate insights that can enhance consumer well-being while supporting effective marketing strategies for businesses.
My Mentoring Style
How would you describe your mentoring style in terms of freedom given to your students?
Selecting Research Topics?
How do you guide your PhD students in selecting research topics?
Setbacks / Challenges
How do you handle setbacks or challenges faced by your PhD students?
Feedback
How do you give feedback on your students’ thesis drafts and progress?
Consultation Frequency
How often do you typically meet your PhD students one-on-one for consultation?
I hold a weekly lab meeting to discuss research progress and next steps with lab members. PhD students also consult with me regularly to advance their research projects. I teach them experimental design and closely monitor their data analysis. Ultimately, I hope all my students graduate with at least one high-quality research paper, and ideally, a publication in top journals.