ZHOU Xinyue
Professor of Marketing at Management School of Zhejiang University
Adjunct Professor at emlyon business school
DBA Advisor at emlyon business school

Graduated from the University of Arizona, Prof. Xinyue ZHOU is currently Professor of Marketing and Head of Marketing Department at Zhejiang University School. She also serves as Adjunct Professor and DBA supervisor at emlyon Business School. Prof. Zhou enjoys outstanding academic reputation in the fields of consumer psychology, brain neuroscience and cognitive psychology. Her research findings have been reported by The New York Times, Time Magazine, Newsweek, The Wall Street Journal, BBC and Nature. Her key experiments have been included in the BBC Science Documentary and CNBC Science Films.

Moreover, Prof. Zhou was funded by the “National Distinguished Youth Science Fund” and “National Outstanding Youth Science Fund” in China. She served as the Associate Editor of the Asian Journal of Social Psychology, and has led key projects of the National Natural Science Foundation. She was also named as the Elsevier China Highly Cited Scholar.

Prof. Zhou’s research has been published in many top international journals, including Nature Human Behaviour, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Economic Psychology, Journal of personality, Journal of Personality and Social Psychology, Psychological Science, etc. In 2017, Nature website published an in-depth feature story for Prof. Zhou. Her article published in Nature: Human Behavior was highlighted, accompanied by a special introduction authored by a well-known economist.

  • PhD, University of Arizona, 2004
  • MA, University of Arizona, 2002
  • BA, Beijing University of Aeronautics and Astronautics, 1998
  • Psychology of money and pricing;
  • Complex emotions in consumer contexts;
  • Cross-cultural differences in cognitive styles and consumer behaviors;
  • Threat management
  • Marketing Management
  • Creative Thinking and Training
  • Social Cognition
  • Quantitative Research Methods in Social Sciences