FEI Xianzheng
Professor
E-mail: xzfei@zuel.edu.cn
EDUCATION
City University of Hong Kong Visiting Scholar 2014 Hong Kong, China
University of Alabama Visiting Scholar 2009 Alabama, USA
Wuhan University Ph.D 2005 Wuhan, China
Wuhan University Master 2000 Wuhan, China
Zhongnan University of Economics and Law Bachelor 1997 Wuhan, China
WORK EXPERIENCE
Peking University Post-doctor 2012 - 2014 Beijing, China
Zhongnan University of Economics and Law Faculty 2005 - Wuhan, China
TEACHING(September, 2024 - August, 2025)
Doctoral Program
•Special Topic on Enterprise Management Research Methods
Research Master's Program
•Research on Frontier Issues of Management
•Academic Dissertation Writing and Empirical Research Methods
Bachelor's Program
•Management Research Methods
•Market Research
MBA/EMBA Program
•Marketing Management (EMBA)
SELECTED INTELLECTUAL CONTRIBUTIONS(September, 2019 - August, 2025)
ACADEMIC CONTRIBUTIONS
JOURNAL ARTICLES
1. "We" are Different: Exploring the Diverse Effect of Friend and Family Accessibility on Consumers’ Product Preferences, Journal of Consumer Psychology, 2020, 30(3): 543-550
2. How does the Haptic Mental Imagery of Applications Icon Influence Consumer Preference?, Management World, 2020, 36(7): 153-171
3. Too "old" to Do It? How Does Sense of Feeling Old Induce Young Consumer's Risk-taking Behavior, Nankai Business Review, 2021
4. Research on the effect of emotion of awe on the effectiveness of persuasion, Nankai Business Review, 2021
5. Research on the Effect of Positive Incidental Emotion on Fellow Customer’s Reaction to Jaycustomer’s Misbehavior, Management Review, 2021, 33(6): 134-143
6. Research on Scale Development of Consumption Rituals, Journal of Contemporary Marketing Science, 2021
7. Why the Grooms’ Family Pay More for Marriage Expenses:An: Explanation from the Perspective of Signal Investment, Economic Review, 2021, (5): 152-166
8. "Feeling Observed" or "Observing Others" ? How Consumers' Self-Awareness Influences Advertising Effectiveness in the Use of Social Media, Nankai Business Review, 2021
9. From Functional Efficiency to Temporal Efficiency: Multifunctional Products Increase Consumer Impatience, Journal of Consumer Psychology, 2022
10. The Effect on the Number of Donation Amount Options on Individual Donation Intention, Nankai Business Review, 2022
11. A Study on the Spillover Effect of Fan Behavior on Star Image, Nankai Business Review, 2022
12. Cold or Warm: The Matching Effect Between Self-Awareness in Social Media Use and Communication Style of Luxury Advertising, Foreign Economics & Management, 2023
13. Too Capricious to be Mannered: How does Exposure to Whimsical Cuteness Products Affect Consumers’ Unethical Behavior, Journal of Marketing Science, 2023, 3(4): 79-101
14. A Study of the Impact of Online Anonymity on Exploratory Consumer Behaviour, Nankai Business Review, 2023
15. Too Capricious to be Mannered: How does Exposure to Whimsical Cuteness Products Affect Consumers’ Unethical Behavior, Journal of Marketing Science, 2024, 3(4): 79-101
16. Cold or Warm: The Matching Effect between Self-awareness in Social Media Use and Communication Style of Luxury Advertising, Foreign Economics & Management, 2024, 46(7): 102-119
17. A Study on the Mechanism of Reverse Intergenerational Influence in the Use of Mobile Internet Products, Chinese Journal of Management, 2024
18. Consumers lack the patience to study reviews and outlooks., Foreign Economics & Management, 2025
19. The Cross-Domain Effect of Perceived Homogenization of Social Media Content on Consumer Impatience, Journal of Business Research, 2025
MONOGRAPHS
1. Research on Marketing Effects of Consumer Guilt, Economic Science Press, 2019
2. Theories and Practices of China's New Media Marketing 2023, China economic science press, 2023
RESEARCH AWARDS
1. Excellent Paper Award of the Academic Annual Meeting of the China University Marketing Research Association in 2020, National Awards for Excellence in Various Types of Scientific Research Achievements, 2020
2. Business Development Research Achievement Award for 2020-2021 (Excellent Paper Award)：Research on the Impact of Tactile Images of Mobile Application Icons on Consumer Preferences, National Awards for Excellence in Various Types of Scientific Research Achievements, 2022
3. Third Prize of the 13th Hubei Provincial Social Science Excellent Achievement Award: Research on the Influence of Tactile Mental Image of Mobile Application Icon on Consumer Preference, Third Prize of Provincial Science Research Outstanding Achievement Award, 2022
RESEARCH PROJECTS
1. Research on the Matching Relationship between Marketing Communication Strategies and Social Media Scenes: Based on the Perspective of Consumers' Self-Awareness, General Project by National Science Foundation of China, 2020-2021
2. A Study on the Reverse Intergenerational Influence of Intergeneration in the Consumption of Mobile Internet Products: An Integrated Perspective of the Mental Development of the Elderly and Chinese Culture, Humanities and Social Science Research Project by Ministry of Education of the People's Republic of China, 2020-2021
3. Research on Consumer Behavior and Marketing Innovation in the Context of Mobile Internet, Major Project by Ministy of Science and Technology of the People's Republic of China, 2022-2023
4. A Study on International Cooperation under the Transformation of the Global Political and Economic Order, Scientific Research Project by Zhongnan University of Economics and Law, 2021-2023
5. Research on the Impact of Social Media Use on Consumers' (Im)patience, General Project by National Science Foundation of China, 2024-2026
TEACHING CONTRIBUTIONS
TEACHING MATERIALS
1. Marketing, Tsinghua University Press, 2023
TEACHING AWARDS
1. The Practice and Application of the, First Prize for Teaching Achievement Award of University-level, 2020
2. First Prize for Teaching Achievement Award of ZUEL:The Exploration and Practice of Scientific Research and Education in the Training of New Business Talents, First Prize for Teaching Achievement Award of University-level, 2020
TEACHING PROJECTS
1. Ideological and Political Teaching Guide for Business Administration Courses, National Administry Committee on Teaching to Majors Project by Ministry of Education of the People's Republic of China, 2021-2022
SOCIAL SERVICE CONTRIBUTIONS
ACADEMIC/INDUSTRY ORGANIZATION POSITIONS
1. Hubei Marketing Academy(HBMA), Managing Director, 2019-2024
2. Marketing Management Professional Committee of China Management Modernization Research Association, Managing Director, 2020-2025
3. New Media Marketing Research Committee (NMMRC) of Chinese Marketing Association of Universities(CMAU), Director General, 2021-2026
4. Hubei Provincial Marketing Society, Vice Director General, 2022-2025
5. Chinese Marketing Research Association of Institutions of Higher Education, Vice Director General, 2023-2027
JOURNAL REVIEWERS/EDITORS
1. Journal of Marketing Science, Member of the Editorial Board, 2020-2025