Lingrui ZHOU
Prof. Lingrui ZHOU
Assistant Professor

3910 3105

KK 730

Academic & Professional Qualification
  • PhD in Marketing, Duke University, 2023
  • Bachelors in Psychology, Duke University, 2017

Lingrui (Ling-Ling) Zhou joined the University of Hong Kong in 2023. Her research examines how different types of relationships, between both brands and consumers, affect perceptions and decision making. In her first stream of research, she investigates the impact of brand-to-brand interactions and brand-to-consumer communication on consumers. In her second stream of research, she examines consumer-to-consumer relationships, focusing on interpersonal connections and gift giving.

Research Interest
  • Brand communications
  • Interpersonal relationships
  • Fandoms
Selected Publications
  • Wight, Kelley Gullo, Peggy J. Liu, Lingrui Zhou, and Gavan J. Fitzsimons (2024), “Sharing Food Can Backfire: When Healthy Choices for Children Lead Parents to Make Unhealthy Choices for Themselves,” Journal of Marketing Research, 61(3), 451-471.
  • Holly Howe, Lingrui Zhou, Rodrigo Dias, Gavan J. Fitzsimons (2023), “Aha vs. Haha: Brand Benefit More from Being Clever than from Being Funny,” Journal of Consumer Psychology, 33(1), 107-14.
  • Zhou, Lingrui, Katherine Crain, and Keisha Cutright (2022), “Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Consumer Evaluations and Choices,” Journal of Marketing, 86(4), 57-72.
  • Brick, Danielle J., Lingrui Zhou, Tanya L. Chartrand, and Gavan J. Fitzsimons (2022), “Better to Decide Together: Shared Consumer Decision Making, Power, and Relationship Satisfaction,” Journal of Consumer Psychology, 32(3), 387-405.