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Zhihao Zhang

Connecting consumer behavior, cognition, big data, and neuroscience

Zhihao Zhang is an Assistant Professor of Business Administration in the marketing area at the Darden School of Business, University of Virginia. Drawing from academic training and research experience from both consumer behavior and cognitive neuroscience, he pursues a diverse and interdisciplinary research agenda revolving around consumer decision-making. In particular, he focuses on understanding the cognitive and computational mechanisms by which memory and knowledge (e.g., of brands, products, services, or social interactions) shape decisions. He also has a keen interest in using neuroscience to inform real world problems at the intersection of marketing and law.

His work has appeared in leading journals such as Proceedings of the National Academy of Sciences, Science AdvancesNature Communications, and Current Biology, and been covered by major media outlets such as BBC News, Los Angeles Times, FortuneFast CompanyThe HillThe Baltimore Sun, The Times of India, and China National Radio. 

Before joining the faculty of Darden, Zhihao was a postdoctoral scholar at the Haas School of Business, UC Berkeley. He received his undergraduate degree from Tsinghua University (with honors) in Biological Sciences and his Ph.D. from Yale University's Interdepartmental Neuroscience Program.

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