Biography

Dr Jing Yang Zhong is a Lecturer in Marketing. She joined the University of Surrey in 2012 following her previous appointment as a lecturer at the University of Exeter Business School. Jing completed her PhD in Marketing at Cass Business School in 2009. Before making the career conversion to academia, she spent almost a decade working in industry.

Research Interests

Jing’s research focuses on the consumer’s subjective well-being and their consumption behaviour and quality of life. Her research aims to further understand consumer behaviour and to provide suggestions to consumers on how to engage in beneficial consumption behaviour in order to enhance their long-term well-being.

Her research also provides guidance to public policymakers for establishing intervention policies to encourage consumer behaviour that positively impacts on individuals’ well-being and the welfare of society in general.

Jing has published papers in leading journals such as the Journal of Consumer Psychology, Psychology & Marketing and European Journal of Marketing.

Publications

Zhong, J. and Mitchell, V (forthcoming). When having is not enough; Implications of Being Satisfied. European Journal of Marketing.

Zhong, J. and Mitchell, V. (2012). Does Consumer Well-Being Affect Hedonic Consumption? Psychology & Marketing, 29 (8), pp.583-594.

Zhong, J. and Mitchell, V. (2010). The mechanism model of the effect of consumption on well-being: the case of leisure. Journal of Consumer Psychology, 20, pp.152-162.

Teaching

Marketing (PG)
Marketing Strategy (UG3)
Marketing Research (PG)