Dr Jingyu Zhu

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

• PhD University of Leeds,

• MSc University of Leeds,

• BBA Feng Chia University,