Zhang, Meng（張萌）

Biography

Professor Meng Zhang received her PhD in Marketing from the Rotman School of Management, University of Toronto, and joined CUHK Business School as an Assistant Professor in 2006. She was promoted to Professor in 2018 and has served as Associate Dean (Teaching & Learning) since 2019.

Professor Zhang’s research focuses on consumer decision-making and experience management, with particular interest in how subjective feelings, extraordinary beliefs (such as karma, superstition, and luck), and mental structures shape everyday consumer experiences and decision processes. Her work has been published in leading academic journals, including the Journal of Consumer Research, Journal of Marketing Research, and Journal of Consumer Psychology. She served as Associate Editor of the Journal of Consumer Psychology from 2013 to 2017 and was Co-Chair of the Asia-Pacific Association for Consumer Research in 2015.

A dedicated educator, Professor Zhang has taught courses at different academic levels and has received a number of teaching awards.

As Associate Dean (Teaching & Learning), Professor Zhang helps shape the direction and policies related to education at the Business School. She promotes and supports excellence in teaching and learning, and oversees quality assurance for the School’s undergraduate and postgraduate curricula.

Teaching Areas

Marketing Management/Current Trends and Topics in Marketing
Consumer Behaviour/Consumer Insights
Service Marketing
Design of Services

Research Interests

Subjective Experiences
Extraordinary Beliefs
Sensemaking

• Publications & Working Papers
  • Ran Li, Meng Zhang and Pankaj Aggarwal (2025), “Retail Karma: How Our Shopping Sins Influence Evaluation of Service Failures,” Journal of Consumer Research, 51 (February), 1027-1046.
  • Hao Shen, Meng Zhang, and Aradhna Krishna (2016), “Computer Interfaces and the “Direct-Touch” Effect: Can iPads Increase the Choice of Hedonic Food?,” Journal of Marketing Research, 53 (10), 745-758 (equal authorship).
  • Meng Zhang and Pankaj Aggarwal (2015), “Looking Ahead or Looking Back: Current Evaluations and the Effect of Psychological Connectedness to a Temporal Self,” Journal of Consumer Psychology, 25(3), 512-518 (equal authorship).
  • Xiuping Li and Meng Zhang (2014), “The Effects of Heightened Physiological Needs on Perception of Psychological Connectedness,” Journal of Consumer Research, 41, 1078-1088.
  • Xun (Irene) Huang, Meng Zhang, Michael King-man Hui, and Robert S. Wyer Jr. (2014), “Warmth and Conformity: The Effect of Ambient Temperature on Product Preferences and Financial Decisions,” Journal of Consumer Psychology, 24, 241-250.
  • Xun (Irene) Huang, Xiuping Li, and Meng Zhang (2013), “Seeing the Social Roles of Brands: How Physical Positioning Influences Brand Evaluation,” Journal of Consumer Psychology, 23, 509-514.
  • Meng Zhang and Xiuping Li (2012), “From Physical Weight to Psychological Significance: The Contribution of Semantic Activations,” Journal of Consumer Research, 38, 1063-1075 (equal authorship).
  • Meng Zhang and Jing Wang (2009), “Psychological Distance Asymmetry: The Spatial Dimension vs. Other Dimensions,” Journal of Consumer Psychology, 19, 497-507 (equal authorship).
  • Kyeongheui Kim, Meng Zhang, and Xiuping Li (2008), “Effects of Temporal and Social Distance on Consumer Evaluations,” Journal of Consumer Research, 35, 706-713 (equal authorship).
  • Pankaj Aggarwal and Meng Zhang (2006), “The Moderating Effect of Relationship Norm Salience on Consumers’ Loss Aversion,” Journal of Consumer Research, 33, 413-419.

• Grants
  • “Psychological Connectedness and Emotional Reactions”, General Research Fund awarded by Research Grants Council, 2013-2016
  • “Effects of Physical Experience on Out-of-Domain Consumer Judgment”, General Research Fund awarded by Research Grants Council, 2010-2013
  • “When Bigger is Not Better: Social Comparison and Consumer Evaluation (更多並不等於更好：社會比較理論對消費者評價的探討)”, Earmarked Grants awarded by Research Grants Council, 2007-2009

• Awards & Honours
  • Faculty Teaching Merit Award, CUHK Business School, The Chinese University of Hong Kong, 2015-2016
  • Faculty Teaching Award, CUHK Business School, The Chinese University of Hong Kong, 2006-2014
  • High-Impact Scholarship, 2012-2013
  • Faculty Outstanding Teacher Award 2007-2008, CUHK Business School, The Chinese University of Hong Kong, 2008