Meng Zhu, PhD

Associate Professor

Academic Discipline: Marketing

Areas of Interest:
Consumer decision making

Phone: 410-234-9452


Ph.D. in Marketing (Minor: Social and Decision Sciences), Carnegie Mellon University M.S. in Industrial Administration, Carnegie Mellon University B.A. in Comparative Literature, Nanjing University, China


Meng Zhu is an Associate Professor in the research track. She joined the Johns Hopkins Carey Business School in 2011 after receiving her PHD (Major: Marketing, Minor: Social and Decision Sciences) from Carnegie Mellon University. Her research broadly falls into the domain of consumer judgment and decision-making. It consists of two independent, yet overlapping streams of inquiry. The first stream explores the psychological and behavioral consequences of resource constraints (e.g., scarcity, urgency, and deadlines). The second steam of her research examines the impact of contextual cues on consumers’ preference construction, such as the efficacy of marketing cues and the potency of comparison standards.

Honors & Distinctions

  • Dean's Award for Facutly Excellence, 2017
  • Carey Behavioral Research Fund Award, 2017
  • Dean’s Award for Faculty Excellent, 2016
  • National Institutes of Health Grant, 2015
  • The Black & Decker Competitive Research Grant, 2014
  • Herbert A. Simon Doctoral Dissertation Award, 2011
  • Berkeley Behavioral Camp Fellow, 2010
  • AMA Sheth Foundation Doctoral Consortium Fellow, 2009
  • Center for Behavioral Decision Research Grant, 2008
  • William Larimer Mellon Fellowship, 2006-2010

Selected Publications

  • Zhu, M., R. Bagchi and S. Hock (2018), “The Mere Deadline Effect: Why More Time Might Sabotage Goal Pursuit,” forthcoming, Journal of Consumer Research.
  • Zhu, M., Y. Yang and C. Hsee (2018), “The Mere Urgency Effect,” Journal of Consumer Research, 45(4),
  • Mehta, R. and M. Zhu (2016), “Creating When You Have Less: The Impact of Resource Scarcity on Product Use Creativity,” Journal of Consumer Research, 42(5), 767-782.
  • Zhu, M., and R. Ratner (2015), “Scarcity Polarizes Preferences: The Impact on Choice Among Multiple Items in a Product Class,” Journal of Marketing Research, 52(1), 13-26.
  • Zhu, M., D. Billeter and J. Inman (2012), “The 'Double-edged Sword' of Signaling Effectiveness: When Salient Cues Curb Post-purchase Consumption,” Journal of Marketing Research, 49(1), 26-38.
  • Khan U, M. Zhu and A. Kalra (2011), “Then Tradeoffs Matter: The Effect of Choice Construal on Context Effects,” Journal of Marketing Research, 48(1), 62-71.