Research Area
Consumer behavior, advertising, promotion, and social marketing.
Biography
Guangzhi (Terry) Zhao is Associate Professor of Marketing in the Joseph A. Sellinger, S.J., School of Business and Management at 麻豆精选. He received his Ph.D. from the University of California, Irvine and his Master degree in Economics from the Sun Yat-sen University, China. Terry has taught Ph.D. seminars, graduate (MBA, EMBA, PMBA) classes, and undergraduate courses including Promotion Strategies, Marketing Communication, Consumer Behavior, etc. His research focuses on consumer behavior, advertising, promotion, and social marketing. Terry's research has been published in several top marketing journals including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Personal Selling and Sales Management, Journal of Promotion Management, and others.
Academic Degrees
PhD, University of California, Irvine
ME, Sun Yat-sen University, China
Representative Publications
Lefa Teng, Guangzhi Zhao, Feng Lia, Lu Liu, and Lulu Shen (2019), 鈥淚ncreasing the persuasiveness of anti-drunk driving appeals: The effect of negative and positive message framing,鈥� Journal of Business Research, 103 (10), 240-249
Teng, Lefa, Guanzhi Zhao, Yuanyuan Wu, Hongyu Fu, and Jiajing Wang (2018), 鈥淧ositive versus Negative Messaging In Discouraging Drunken Driving: Matching Behavior Consequences With Target Groups,鈥� , (Published online on September 19, 2018)
Cai, Yuanyuan, Guangzhi Zhao, and Jiaxun He (2015) 鈥淗ow Does Intergenerational Communication Influence Brand Equity? An Empirical Study in China,鈥� Journal of Business Research, 68 (3), 553-560.
Zhao, Guangzhi, Darrel D. Muehling, and Ioannis Kareklas (2014), 鈥淩emembering the Good Old Days: The Moderating Role of Consumer Affective State on the Effectiveness of Nostalgic Advertising,鈥� Journal of Advertising, 43(3), 244-255.
Zhao, Guangzhi, Weiwei Li, Lefa Teng, Taihong Lu (2014), 鈥淭he Moderating Role of Consumer Self-Concept on the Effectiveness of Two Nostalgia Appeals,鈥� Journal of Promotion Management , 20 (1), 1-19.
Chai, Junwu, Guangzhi Zhao, and Barry Babin (2012), 鈥淎n Empirical Study on the Impact of Two Types of Goal Orientation and Salesperson Perceived Obsolescence on Adaptive Selling,鈥� Journal of Personal Selling and Sales Management , 32 (2), 261-274.
Dipayan Biswas, Guangzhi Zhao, and Donald Lehmann (2011), 鈥淭he Impact of Sequential Data on Consumer Confidence in Relative Judgments,鈥� Journal of Consumer Research, 37 (February), 874-887.
Zhao, Guangzhi and Connie Pechmann (2007), 鈥淭he Impact of Regulatory Focus on Adolescents Response to Antismoking Ad Campaigns,鈥� Journal of Marketing Research, 44 (November), 671-687.
Pechmann, Connie., Guangzhi Zhao, Marvin. E. Goldberg, and Ellen. T. Reibling (2003), 鈥淲hat to Convey in Antismoking Ads for Adolescents? The Use of Protection Motivation Theory to Identify Effective Message Themes,鈥� Journal of Marketing, 67 (April), 1-18. (Lead article)