ZHU Rui (Juliet)

Professor of Marketing

Director of the Social Innovation and Business for Good Centre

Academic Director for EMBA Program

PhD, University of Minnesota

Areas of Expertise:

Branding, Consumer Behavior, Consumer Information Processing and Psychology, Corporate Social Responsibility, Design and Structural Effects of Physical Environment, Innovative Business Models, Modern Philanthropy, Tencent

Zhu Rui is Academic Director for EMBA Program, Professor of Marketing and co-director of the Branding Center in Cheung Kong Graduate School of Business (CKGSB). Prior to joining CKGSB, she was associate professor of marketing, and Canada Research Chair in consumer behavior at the University of British Columbia. She received her PhD in Marketing from University of Minnesota.

Professor Zhu has done extensive research on consumer behavior, creativity, and advertising. In 2015, Professor Zhu won the CKGSB Research Excellence Award. In 2010, Professor Zhu won the Sauder Research Excellence Award. In 2007, Professor Zhu won the Marketing Science Institute’s Young Scholar award, which identified 20 scholars around the world who are leaders of the next generation of marketing academics. She is AMA-Sheth Foundation Doctoral Consortium Fellow in 2002. Professor Zhu’s research has been published in leading journals such as Science, the Journal of Consumer Research, and the Journal of Marketing Research, and has been featured in media outlets such as the New York Times, the Wall Street Journal, The Independent, CBC and Financial Times. She currently is an Associate Editor at the Journal of Marketing Research and serves on the editorial board at the Journal of Consumer Research and the Journal of Consumer Psychology.

Professor Zhu has extensive experience in teaching and consulting. She has taught Marketing Management and Consumer Behavior at the PhD, EMBA, MBA, EE and Undergraduate levels.

  • Chuang
  • DBA
  • EE
  • EMBA
  • Chinese MBA
  • English MBA
  • Global Programs
  • CKGSB Research Excellence Award, 2015
  • Sauder Research Excellence Award, 2010, University of British Columbia
  • Canada Research Chair in Consumer Behavior, 2009
  • Marketing Science Institute’s 2007 Young Scholar
  • Society for Consumer Psychology (SCP) Sheth Dissertation Competition Runner-up, 2002.
  • Carlson School of Management Dissertation Award, University of Minnesota, 2002-2003.
  • AMA-Sheth Foundation Doctoral Consortium Fellow, 2002.
  • Robert Lieberman Memorial Award for Teaching Excellence, Carlson School of Management, University of Minnesota, 2001.
  • “Excellence in Teaching” Award, Carlson School of Management, University of Minnesota, 2000-2001.
  • China Dolls: Care to Enlightenment, 2014
  • Alpha: The transformation from toys-making to pan-entertainment, 2016
  • Adream.org: Applying Business Models to Public Welfare Undertakings, 2017
  1. Chae, Boyoun (Grace), Darren Dahl, and Rui (Juliet) Zhu (2017), “”Our” Brand’s Failure Leads to “Their” Product Derogation,” Journal of Consumer Psychology, 27, 466-472
  2. Mehta, Ravi, Darren Dahl, and Rui (Juliet) Zhu (2017), “Social-Recognition versus Financial Incentives? Exploring the Effects of Creativity-Contingent External Rewards on Creative Performance,” Journal of Marketing Research (44), 536-553.
  3. Wang Chen, Rui (Juliet) Zhu, Todd Handy (2015) “Experiencing Haptic Roughness Enhances Empathy,” forthcoming at Journal of Consumer Psychology, 26 (3), 350-362.
  4. Mehta, Ravi, Rui (Juliet) Zhu, and Joan Meyers-Levy (2014), “When Does a Higher Construal Level Increase or Decrease Indulgence? Resolving the Myopia versus Hyperopia Puzzle?” Journal of Consumer Research, 41(2):475-488.
  5. Chae, Boyoun (Grace) and Rui (Juliet) Zhu (2014), “Environmental Disorder Leads to Self-Regulatory Failure,” Journal of Consumer Research, 40(6):1203-1218
  6. Zhu, Rui (Juliet), and Jennifer Argo (2013), “Exploring the Impact of Various Shaped Seating Arrangements on Persuasion,” Journal of Consumer Research, Forthcoming.
  7. Chae, Boyoun (Grace), Xiuping Li, and Rui (Juliet) Zhu (2013), “Judging Product Effectiveness from Perceived Spatial Proximity,” Journal of Consumer Research, Forthcoming.
  8. Mehta, Ravi, Rui (Juliet) Zhu, Amar Cheema (2012), “Is Noise Always Bad? Exploring the Effects of Ambient Noise on Creative Cognition,” Journal of Consumer Research, (December)
  9. Zhu, Rui (Juliet), Utpal Dholakia, Xinlei (Jack) Chen, and René Algesheimer (2012) “Does Online Community Participation Foster Risky Financial Behavior?” Journal of Marketing Research, 49 (June)
  10. Wang, Jing, Rui (Juliet) Zhu, Baba Shiv (2012), “The Lonely Consumer: Loner or Conformer?” forthcoming, Journal of Consumer Research, 38 (April), 1116-1128.
  11. Meyers-Levy, Joan, and Rui (Juliet) Zhu (2010), “Gender Differences in the Meanings Consumers Infer from Music and Other Aesthetic Stimuli,” Journal of Consumer Psychology, 20, 495-507.
  12. Meyers-Levy, Joan, Rui (Juliet) Zhu, and Jiang Lan (2010), “Context Effects from Bodily Sensations: Examining Bodily Sensations Induced by Flooring and the Moderating Role of Product Viewing Distance,” Journal of Consumer Research, 37 (June).
  13. Mehta, Ravi and Rui (Juliet) Zhu (2009),”Blue or Red? Exploring the Effect of Color on Cognitive Task Performances,” Science, Published Online February 5, 2009, In print, 28 February, Vol. 323, no. 5918, pp. 1226-1229.
  14. Levav, Jonathan and Rui (Juliet) Zhu (2009), “Seeking Freedom through Variety,” Journal of Consumer Research, 36 (December), 600-610.
  15. Zhu, Rui (Juliet) and Joan Meyers-Levy (2009), ” The Influence of Self-View on Context Effects: How Display Fixtures Can Affect Product Evaluations,” Journal of Marketing Research, 46 (February), 37-45.
  16. Zhu, Rui (Juliet), Xinlei (Jack) Chen, and Srabana Dasgupta (2008), “Trade-in or not? Exploring the effect of trade-in value on consumers’ willingness to pay for the new product,” Journal of Marketing Research, XLV (April), 159-170.
  17. Argo, Jennifer, Rui (Juliet) Zhu, and Darren Dahl (2008), “Fact or Fiction: An Investigation of Empathy Differences in Response to Emotional Melodramatic Entertainment,” Journal of Consumer Research, 34 (February), 614-623.
  18. Kirmani, Amna and Rui (Juliet) Zhu (2007), “Vigilant Against Manipulation: The Effect of Regulatory Focus on the Use of Persuasion Knowledge,” Journal of Marketing Research, XLIV (November), 688-701.
  19. Meyers-Levy, Joan and Rui (Juliet) Zhu (2007), “The Influence of Ceiling Height: The Effect of Priming on the Type of Processing People Use,” Journal of Consumer Research, 34 (August), 174–186.
  20. Zhu, Rui (Juliet) and Joan Meyers-Levy (2007), “Exploring the Cognitive Mechanism that Underlies Regulatory Focus Effects,” Journal of Consumer Research, 34 (June), 89-96.
  21. Zhu, Rui (Juliet) and Joan Meyers-Levy (2005), “Distinguishing Between the Meanings of Music: When Background Music Affects Product Perceptions,” Journal of Marketing Research, 43 (August), 333-345.
  22. Monga, Ashwani and Rui (Juliet) Zhu (2005), “Buyers versus Sellers: How They Differ in Their Responses to Framed Outcomes,” Journal of Consumer Psychology, 15 (Fall), 325-333.