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.