Shirley Zhang - Center for Decision Research | Chicago Booth

Shirley Zhang

Shirley Zhang

Email | Personal Website


MS, Marketing and Management, Shanhai Jiao Tong University
BS, Electronic Engineering, Shanhai Jiao Tong University


Yiwen (Shirley) Zhang is a PhD candidate in Behavior Marketing at the University of Chicago Booth School of Business.  

She is interested in judgment and decision making, choice architecture, and motivation in consumer research. Her research focuses on understanding how consumers respond to numeric cues in their environment and how these cues can lead to counter-intuitive behaviors. The primary behaviors she examines include consumer purchasing and debt repayment decisions. In her dissertation, she explores how non-linear increases in costs lead consumers to make inconsistent decisions. Drawing on insights from this research, she is currently exploring consumer perceptions of promotions and the effect of implausible numeric cues. 

Research Interests

Consumer behavior, choice architecture