Ying Zhang    

Professor of Marketing and Behavioral Science

Guanghua School of Management

Peking University

Email: zhang@gsm.pku.edu.cn 



Huang, S., Lin, S., & Zhang, Y. (2019). When Individual Goal Pursuit Turns Competitive: How We Sabotage and Coast. Journal of Personality and Social Psychology, 117(3), 605-620. (PDF)

Xu, Q., Jin, L., & Zhang, Y. (2019). The Shifting Preference for Contingent Rewards in Goal Pursuit. Journal of Personality and Social Psychology, 116(1), 33-45. (PDF)  


Huang, S., Jin, L., & Zhang, Y. (2017). Step by Step: Sub-Goals as a Source of Motivation. Organizational Behavior and Human Decision Processes, 141, 1-15. (PDF)  


Steinmetz, J., Xu, Q., Fishbach, A., & Zhang, Y. (2016).Being Observed Magnifies Action. Journal of Personality and Social Psychology, 111(6), 852-865. (PDF)  


Jin, L., Xu, Q., & Zhang, Y. (2015).Climbing the Wrong Ladder: The Mismatch BetweenConsumers' Preference for Subgoal Sequences and Actual Goal Performance. Journal of Marketing Research, 52(5), 616-628. (PDF)  


Huang, S. C., Broniarczyk, S. M., Zhang, Y., & Beruchashvili, M. (2015). From Close to Distant: The Dynamics of Interpersonal Relationships in Shared Goal Pursuit. Journal of Consumer Research, 41(5), 1252-1266. (PDF)  


Jin, L., He, Y., & Zhang, Y. (2014). How Power States Influence Consumers Perceptions of Price Unfairness. Journal of Consumer Research, 40(5), 818-833. (PDF)  


Jin, L., Huang, S., & Zhang, Y. (2013). The Unexpected Positive Impact of Fixed Structures on Goal Completion. Journal of Consumer Research, 40(4), 711-725. (PDF)  


Huang, S., & Zhang, Y. (2013). All Roads Lead to Rome: The Impact of Multiple Attainment Means on Motivation. Journal of Personality and Social Psychology, 104(2), 236-248.  (PDF)  


Huang, S., Zhang, Y., & Broniarczyk, S. M. (2012). So Near and Yet So Far: The Mental Representation of Goal Progress. Journal of Personality and Social Psychology, 103(2), 225-241. (PDF)  


Zhang, Y., & Tu, Y. (2011). The Impact of Associative Strength on Performance in Goal Pursuit. Journal of Experimental Social Psychology, 47(6), 1088-1095. (PDF)  


Huang, S., & Zhang, Y. (2011). Motivational Consequences of Perceived Velocity in Consumer Goal Pursuit. Journal of Marketing Research, 48(6), 1045-1056. (PDF)  


Zhang, Y., Xu, J., Jiang, Z., & Huang, S. (2011). Been There, Done That: The Impact of Effort Investment on Goal Value and Consumer Motivation. Journal of Consumer Research, 38(1), 78-93. (PDF)  


Fishbach, A., Ratner, R. K., & Zhang, Y. (2011). Inherently Loyal or Easily Bored?:Non-conscious Activation of Consistency versus Variety Seeking BehaviorJournal of Consumer Psychology, 21(1), 38-48. (PDF)  


Zhang, Y., & Huang, S. (2010). How Endowed versus Earned Progress Affects Consumer Goal Commitment and Motivation. Journal of Consumer Research, 37(4), 641-654. (PDF)  


Fishbach, A., Zhang, Y., & Trope, Y. (2010).Counteractive Evaluation: Asymmetric Shifts in the Implicit Value of Conflicting MotivationsJournal of Experimental Social Psychology, 46(1), 29-38. (PDF)  


Zhang, Y., Huang, S., & Broniarczyk, S. M. (2010). Counteractive Construal in Consumer Goal Pursuit. Journal of Consumer Research, 37(1), 129-142. (PDF)  


Zhang, Y., & Fishbach, A. (2010). Counteracting Obstacles with Optimistic Predictions. Journal of Experimental Psychology: General, 139(1), 16-31. (PDF)  


Fishbach, A. & Zhang, Y., (2009). The Dynamics of Self-Regulation: When Goals Commit Versus Liberate. In M. Wänke (Ed.), The Social Psychology of Consumer Behavior (in the series Frontiers of Social Psychology), (pp. 365-386), NY: Psychology Press. (PDF)  


Fishbach, A., Zhang, Y., & Koo, M. (2009). The Dynamics of Self-Regulation. European Review of Social Psychology, 20(1), 315-344. (PDF)  


Fishbach, A., & Zhang, Y. (2008). Together or Apart: When Goals and Temptations Complement Versus Compete. Journal of Personality and Social Psychology, 94(4), 547-559. (PDF)  


Zhang, Y., Fishbach, A., & Dhar, R. (2007). When Thinking Beats Doing: The Role of Optimistic Expectations in Goal-Based Choice. Journal of Consumer Research, 34(4), 567-578. (PDF)  


Zhang, Y., Fishbach, A., & Kruglanski, A. W. (2007). The Dilution Model: How Additional Goals Undermine the Perceived Instrumentality of a Shared Path. Journal of Personality and Social Psychology, 92(3), 389-401. (PDF)  


Fishbach, A., Dhar, R., & Zhang, Y. (2006). Subgoals as Substitutes or Complements: The Role of Goal Accessibility. Journal of Personality and Social Psychology, 91(2), 232-242. (PDF)  


Zhang, Y., & Fishbach, A. (2005). The Role of Anticipated Emotions in the Endowment Effect. Journal of Consumer Psychology, 15(4), 316-324. (PDF)