Yinlong Zhang

Yinlong (Allen) Zhang is the Tom C. Frost Endowed Professor in International Business and Professor of Marketing at the Alvarez College of Business, University of Texas at San Antonio. He holds a Ph.D. from the University of Pittsburgh, M.Phil. from Hong Kong University of Science & Technology, and B.H. in History from Renmin University of China.

His research focuses on cross-cultural consumer psychology, global identity, and self-construal. Specific interests include how cultural factors influence consumer behavior regarding pricing sensitivity, status consumption, charitable behavior, and word-of-mouth dynamics. Zhang’s work bridges marketing and psychology, with publications in Journal of Consumer Research, Journal of Marketing Research, and International Journal of Research in Marketing.

Key awards include the Dean’s Research Excellence Award and recognition as one of the Top 3 marketing professors by MBA students. His research has explored topics like power distance belief’s impact on purchasing behavior and the role of political identity in charitable donations.

Notable contributions include developing an 8-item scale for measuring local-global identity and analyzing gender differences in negative word-of-mouth transmission. His work frequently emphasizes global-local product preferences and cultural influences on aesthetic and decision-making processes.