Ying Zhang

Ying Zhang is a Professor in the Business Department at Peking University. She can be contacted via email at zhang@gsm.pku.edu.cn. Her research interests are not specified in the available information. Her profile page and additional details can be found at http://en.gsm.pku.edu.cn/faculty/zhang/.

Ying Zhang is a researcher in Consumer Psychology, focusing on the dynamics of goal pursuit and the psychological mechanisms that influence consumer behavior. Her work explores how goals, subgoals, and motivational factors shape consumer decision-making and commitment. Zhang's research examines the role of anticipated emotions, perceived progress, and the interplay between consistency and variety-seeking behaviors in consumer motivation. She investigates how factors such as power states, effort investment, and the presence of multiple attainment paths affect consumer perceptions and choices. Her studies also highlight the impact of social contexts, such as being observed, on consumer actions. Zhang's research contributes to understanding the psychological underpinnings of consumer behavior through a goal-based framework.