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 interests broadly fall into the domain of consumer judgment and decision-making, with a particular focus in the area of psychological and behavioral consequences of scarcity and constraints. In another steam of research she examines motivation, goal pursuit and individual decision-making processes. 

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

  • “The Mere Urgency Effect,” with Yang Yang and Chris Hsee, Journal of Consumer Research, forthcoming.
  • “Scarcity Polarizes Preferences: The Impact on Choice Among Multiple Items in a Product Class,” with Rebecca Ratner, Journal of Marketing Research, 52(1), 13-26.
  • “Creating When You Have Less: The Impact of Resource Scarcity on Product Use Creativity,” with Ravi Mehta, Journal of Consumer Research, 42(5), 767-782.
  • “The 'Double-edged Sword' of Signaling Effectiveness: When Salient Cues Curb Post-purchase Consumption,” with Darron Billeter and Jeff Inman, Journal of Marketing Research, 49(1), 26-38.
  • “When Tradeoffs Matter: The Effect of Choice Construal on Context Effects,” with Uzma Khan and Ajay Kalra, Journal of Marketing Research, 48(1), 62-71.

Works In Progress

Papers Under Revision

  • “The Unintended Consequences of Long Deadlines on Goal Pursuit,” with R. Bagchi and S. Hock.
  • “When Scarcity Intensifies Feelings of Uncertainty,” with Y. Wu and R. Ratner.
  • "Product Scarcity and Context Effects," with N. Chowdhry and A. Kalra.
  • “Social Comparisons Induce Stronger Hedonic Contrast Effects than Counterfactual Comparisons,” with C. Morewedge and E. Buechel.​
  • “The Effects of Scarcity on Consumer Decision Journeys,” with R. Hamilton, D. Thompson, S. Bone, L. N. Chaplin, V. Griskevicius, K.Goldsmith, R. Hill, C. Mittal, T. O’Guinn, P. Piff, D. Roedder John, C. Roux, and A.Shah.