Zhang, Xing
Major: Marketing
Associate Professor
CONTACT INFORMATION
- tel +82-2-740-1795
- mail zhangxing@skku.edu
-
location
International Hall 3F 90329
Publications
- Ruonan Zhang, Xing Zhang, and Hang Wu (2026). Menu-induced preference cannibalization: A field study on designing probabilistic price promotions. Journal of Business Research, 209.
- Jingcheng Fu, Xing Zhang, and Songfa Zhong (2025a). Hedging-based scoring rules for multiple-choice questions. Journal of Economic Behavior & Organization, 237, 000.
- Shiguang Fu, Qiang Shen, and Xing Zhang (2025b). Learning to win for self-versus-others: The role of social closeness and prosocial orientation. Personality and Individual Differences, 247.
- Chao Ma, Victor Li, Wenxin Jiang, and Xing Zhang (2024a). Pandemic exposure and long-run psychological well-being. Economic Inquiry, 62(1).
- Xing Zhang, Ganesh Iyer, Xiaoyan Xu, and Juin Kuan Chong (2024b). Sunk cost effect, self-control, and contract design. Journal of Marketing Research.
- Maurice Schweitzer, Teck-Hua Ho, and Xing Zhang (2018) How Monitoring Influences Trust: A Tale of Two Faces. Management Science
- Onn Siong Yim, Xing Zhang*, Idan Shalev, Mikhail Monakhov, Songfa Zhong, Ming Hsu, Soo Hong Chew, Poh San Lai, and Richard P. Ebstein (2016) Delay Discounting, Genetic Sensitivity, and Leukocyte Telomere Length. Proceedings of the National Academy of Sciences, USA
Research Summary
- [Marketing] Xing Zhang - Menu-Induced Preference Cannibalization: A Field Study on Designing Probabilistic Price Promotions
- Abstract<br /> <br /> An increasing number of companies adopt probabilistic price promotions, where consumer benefits depend on chance. Given that consumers vary in their risk preferences, should firms offer both fixed and probabilistic promotions in a menu to enhance self-selection, or stick with a single promotion type? This research examines how promotion menus affect purchase and post-purchase consumption. Across two field experiments and one preregistered online study, we find that offering a promotion menu reduces consumers’ purchase incidence compared to a single promotion scheme. However, conditional on purchase, consumers selecting from the menu demonstrate greater post-purchase consumption, indicating a stronger sunk cost effect. These findings indicate a preference cannibalization effect, where the perceived value of each option is reduced by the presence of alternative options. The results shed light on the design of price promotion strategies: while menus can reduce initial purchase incidence, they are less likely to diminish post-purchase engagement.
- [Marketing] Zhang Xing - Sunk Cost Effect, Self-control, and Contract Design
- SKK GSB Professor Xing Zhang, with co-authors from China, Singapore, and the US, has published a paper titled “Sunk Cost Effect, Self-control, and Contract Design,” in the Journal of Marketing Research, a premier marketing journal<br /> <br /> <br /> <br /> Abstract <br /> <br /> Consumers often fall prey to the sunk cost fallacy, a canonical mistake in decision-making, when decisions are influenced by an irreversible (sunk) cost that has already been incurred. Prof.Zhang's paper uses the game theory to analyze the role of the sunk cost effect as a self-commitment device in counteracting self-control problems. Companies can leverage the sunk cost fallacy when designing pricing contracts: the upfront payment, often seen as a sunk cost, can serve as a powerful commitment device for consumers increasing their future engagement with service and maximizing companies' profits.
marketers , managers , economics , consumer psychology , pricing strategy
Awards & Honors
-
SKK GSB MBA Program Teaching Excellence Award, 2021, 2024, 2025
-
AMA-Sheth Foundation Doctoral Consortium Fellow, 2014
ADDITIONAL INFOMATION