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Assistant Professor

University of Central Oklahoma

Education and Certifications

  • Ph.D., Business Admin. (Marketing), New Mexico State University, 2017
  • M.B.A., Management & Marketing, University of California, Riverside, 2013
  • B.A., Magna Cum Laude, Business Admin. (Marketing), Eastern Washington University, 2010

About

Dr. Wenkai Zhou is currently an Assistant Professor of Marketing at the University of Central Oklahoma (UCO). Prior to his current position, he was a marketing professor at the University of Wisconsin–Green Bay. Dr. Zhou presently teaches in the MBA program and in the undergraduate business program at UCO. He has experience teaching Principles of Marketing, Marketing Research, International Marketing, Marketing Management, and Consumer Behavior at the undergraduate level, as well as Market-Driven Strategies at the graduate level. 

Originally from Xi'an, the greatest ancient capital of China, Dr. Zhou understands the essence of Chinese cultural dimensions that create an impact on their business ideologies. In contrast, he's acclimated well to international arenas through 3 years of childhood experience in N.S.W., Australia and many years of academic pursuit in various parts of the United States. Moreover, he has also participated in a global enterprise management seminar series held at Oxford University, the United Kingdom, to further expand his horizon and develop entrepreneurial creativity in a global context. 

Dr. Zhou's current research interests include consumption trends in emerging markets, innovative survey methodologies, social influence on the consumer decision process, marketing ethics, and marketing pedagogy. He has presented at various academic conferences and his work has appeared in journals such as Journal of Business Research and Asian Journal of Business Research. His research has won track best paper awards at the Society for Marketing Advances annual conferences. He is the co-author of a book chapter published in The Handbook of Quantum Storytelling Consulting (Emerald), and has reviewed manuscripts for journals such as Journal of AdvertisingJournal of Business EthicsEuropean Journal of MarketingInternational Journal of Retail & Distribution ManagementInternational Journal of Bank Marketing, Asia Pacific Journal of Marketing and Logistics, and Journal of Marketing Channels; as well as for conferences such as the American Marketing Association's Academic Conferences (AMA), the Academy of Marketing Science Annual Conferences (AMS), and the International Conference on Information Systems (ICIS). He is currently serving as a guest co-editor for a special issue of International Marketing Review, as well as for a special issue of International Journal of Market Research. He also serves on the editorial review board of Journal of Global Marketing and Journal of Information Technology Case and Application Research

Research, Published Work, and Scholarly Activities

REFEREED JOURNAL PUBLICATIONS

Kostyk, A., Zhou, W., & Hyman, M.R (2019). Using Surveytainment to Counter Declining Survey Data Quality. Journal of Business Research. 95(February), 211-219.

Zhou, W., Lee, Y.F.L., & Hyman, M.R. (2017). When Old Meets New: How China’s ‘Double-Eleven’ Day Challenges Confucianism. Asian Journal of Business Research, 7(1), 27-42.

BOOK CHAPTER

Zhang, R., & Zhou, W. (2018). Quantum Storytelling Network Analysis of Supply Chain Management: A Case Study. In D. Boje and M. Sanchez (Eds), The Handbook of Quantum Storytelling Consulting. Emerald Group Publishing.

PEER-REVIEWED CONFERENCE PRESENTATIONS & PROCEEDINGS (SELECTED)

Chu, C., Zhou, W., & Huang, T. (2019). Re-examination of the IKEA Effect Using the Hedonic Pricing Method. Extended abstract to appear in Proceedings of the 2019 American Marketing Association Summer Academic Conference, and presented in Chicago, IL.

Kostyk, A., Zhou, W., & Hyman, M.R. (2019). Use of Surveytainment Elements in Knowledge-Assessment Tests. Abstract to appear in Proceedings of the 2019 Academy of Marketing Science Annual Conference, and presented in Vancouver, Canada.

Gai, L., Zhou, W., & Li, Y. (2018). Could the Superheroes Save Retail? Summary brief to appear in Proceedings of the 2018 Society for Marketing Advances Annual Conference, and presented in West Palm Beach, FL. (Best Paper in Retailing Track)

Bansal, G., & Zhou, W. (2018). Web-Image Signifier Congruency Theory (WISC): Conceptualization and Examination in an Online Donation Context. Complete research appeared in Proceedings of the Americas Conference on Information Systems (AMCIS 2018), and presented in New Orleans, LA.

Chu, C., Huang, T., & Zhou, W. (2018). The Pricier the Merrier: How the Law of Demand Informs Value-Based Pricing. Abstract appeared in Proceedings of the 2018 Academy of Marketing Science World Marketing Congress, and presented in Porto, Portugal.

Zhou, W. (2018). Exploring the Structure of Chinese Consumers' Attitudes toward Genetically Modified Foods. Abstract appeared in Proceedings of the 2018 Academy of Marketing Science Annual Conference, and presented in New Orleans, LA.

Jiang, J., Huhmann, B.A., & Zhou, W. (2017). Emerging Male Gender Portrayals in Chinese Advertising. Summary brief published in Proceedings of the 2017 Society for Marketing Advances Annual Conference, and presented in Louisville, KY.

Zhou, W., Hyman, M.R., & Leonhardt, J. M. (2017). Examining Online Chinese Buyer-Seller Relationships: Understanding E-guanxi. Abstract appeared in Proceedings of the 2017 Academy of Marketing Science Annual Conference, and presented in Coronado Island, CA.

Zhou, W., Hyman, M.R., & Jiang, J. (2016). Managing Emotions in Buyer-Seller Relationships: Enhancing Sales Performance through Proactive Presales Service. Summary brief published in Proceedings of the 2016 Society for Marketing Advances Annual Conference, and presented in Atlanta, GA.

Kostyk, A., Zhou, W., & Hyman, M.R. (2016). Surveytainment: A Possible Solution to Declining Survey Data Quality. Summary brief published in Proceedings of the 2016 Society for Marketing Advances Annual Conference, and presented in Atlanta, GA. (Best Paper in Marketing Research Track)

Zhou, W., Lee, Y.F.L., & Hyman, M.R. Is E-commerce Transforming Sales in Confucian Culture? Implications of China's Double-Eleven Day. Presented at the poster session of the 2016 American Marketing Association Summer Academic Conference, Atlanta, GA.

Zhou, W., Lee, Y.F.L., & Hyman, M.R. (2016). How China’s ‘Double-Eleven’ Day Challenges Confucianism. Abstract appeared in Proceedings of the 2016 Academy of Marketing Science Annual Conference, and presented in Lake Buena Vista, FL.

EDITORIAL EXPERIENCE

  • Co-editor (with Dr. Michael R. Hyman, Dr. Alena Kostyk, and Dr. Leo Paas), special issue of International Journal of Market Research (August 2019- Present). Link to CFP: https://journals.sagepub.com/doi/10.1177/1470785319870622
  • Co-editor (with Dr. Michael R. Hyman and Dr. Zhilin Yang), special issue of International Marketing Review (February 2018- Present). Link to CFP: http://www.emeraldgrouppublishing.com/products/journals/call_for_papers.htm?id=7731
  • Editorial Review Board Member, Journal of Global Marketing, (January 2019 - Present)
  • Global Editorial Review Board Member, Journal of Information Technology Case and Application Research, (March 2019 - Present)

Classes Taught

Market-Driven Strategies (MBA)

Principles of Marketing

Marketing Research

International Marketing

Marketing Management

Consumer Behavior

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