Yanmei Zheng

Yanmei Zheng serves as Associate Professor of Marketing and Shidler College Faculty Fellow at the University of Hawaii at Manoa's Shidler College of Business. Her research investigates critical gaps between lay consumers' understanding of scientific concepts and evidence-based perspectives, with focus on human autonomy and technology acceptance to enhance consumer welfare and societal outcomes.

Her academic credentials include:

• Post-Doctoral Fellow in Marketing, University of Florida (2016-2017)
• Ph.D. in Marketing, University of Florida (2011-2016)
• B.A. in Marketing, Sun Yat-sen University (2007-2011)

Professor Zheng's work centers on consumer-science interface challenges, examining how deviations from scientific understanding impact decision-making in autonomy and technology contexts. She develops evidence-based interventions to bridge knowledge gaps, emphasizing practical applications that advance marketing's role in societal betterment through improved consumer well-being.

Her publication record reveals consistent exploration of sensory cognition, intrinsic motivation, and technology resistance across premier journals including Journal of Consumer Research and Cognition. Collaborations with leading scholars like Joseph W. Alba demonstrate her integration of psychological mechanisms with marketing theory to address real-world consumer challenges.

Her recognition includes:

• Shidler College Faculty Fellow (2018-Present)
• Butterworth Foundation Fellow (2015-2017)
• AMA Sheth Foundation Doctoral Consortium Fellow (2014)

Professor Zheng teaches Principles of Marketing (BUS 312) and Consumer Behavior (MKT 311) while contributing to the Marketing PhD program. Her research trajectory suggests sustained investigation into science-consumer interfaces with potential expansion into emerging technology domains, supported by her demonstrated publication success in top-tier marketing and psychology journals.