Research

Theory Instead of Experiment (TIE): A Creator Valuation System at Tencent (Lei Huang and Juanjuan Zhang), forthcoming in Proceedings of the 31st ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD ‘25)

• Peer-reviewed with 21% acceptance rate
• Deployed as the default creator valuation system at Tencent

The Legacy of John Little for Marketing Science (Fred Feinberg, John R. Hauser, John Roberts, and Juanjuan Zhang), Marketing Science, ePub ahead of print, February 19, 2025

Engagement that Sells: Influencer Video Advertising on TikTok (Jeremy Yang, Juanjuan Zhang, and Yuhan Zhang), Marketing Science, 2025

• Lead article
• Productized through the MIT Technology Licensing Office (Case No. 25019)
• 2021 JMS China Marketing Science Annual Conference Best Paper Award
• 2020 MSI Alden G. Clayton Doctoral Dissertation Proposal Award (Jeremy Yang)

Genes and Sales (Shiyang Gong, Qian Li, Song Su, and Juanjuan Zhang), Management Science, 2024

• Featured in Juan Martinez, “There Really Is a ‘Sales Gene’,” Harvard Business Review, September–October 2024

Preference Learning and Demand Forecast (Xinyu Cao and Juanjuan Zhang), Marketing Science, 2021

• 2021 John D. C. Little Award
• 2021 Frank M. Bass Award Finalist

Tweeting as a Marketing Tool— Field Experiment in the TV Industry (Shiyang Gong, Juanjuan Zhang, Ping Zhao, and Xuping Jiang), Journal of Marketing Research, 2017

• Lead article

Deadlines in Product Development (Juanjuan Zhang), Management Science, 2016

Learning from Experience, Simply (Song Lin, Juanjuan Zhang, and John Hauser), Marketing Science, 2015; Online Appendix

• Lead article
• Media coverage: phys.org
• 2015 John D. C. Little Award Finalist

Why Do Sales People Spend So Much Time Lobbying for Low Prices? (Duncan Simester and Juanjuan Zhang), Marketing Science, 2014

• Media coverage: INFORMS, phys.org, ComputerWorld
• 2014 John D. C. Little Award Finalist

Days on Market and Home Sales (Catherine Tucker, Juanjuan Zhang, and Ting Zhu), RAND Journal of Economics, 2013

(De)marketing to Manage Consumer Quality Inferences (Jeanine Miklos-Thal and Juanjuan Zhang), Journal of Marketing Research, 2013

• Media coverage: Knowledge@Wharton, Carta de Noticias

Consumer Deliberation and Product Line Design (Liang Guo and Juanjuan Zhang), Marketing Science, 2012

Rational Herding in Microloan Markets (Juanjuan Zhang and Peng Liu), Management Science, 2012; Online Appendix

• Media coverage: Federal Reserve Bank of Boston, Boston Herald, Forbes, Financial Times
• 2022 INFORMS Society for Marketing Science Long Term Impact Award Finalist

How Does Popularity Information Affect Choices? A Field Experiment (Catherine Tucker and Juanjuan Zhang), Management Science, 2011; Online Appendix

The Perils of Behavior-Based Personalization (Juanjuan Zhang), Marketing Science, 2011

• 2011 John D. C. Little Award Finalist

Why Are Bad Products So Hard to Kill? (Duncan Simester and Juanjuan Zhang), Management Science, 2010

Growing Two-Sided Networks by Advertising the User Base: A Field Experiment (Catherine Tucker and Juanjuan Zhang), Marketing Science, 2010

The Sound of Silence: Observational Learning in the U.S. Kidney Market (Juanjuan Zhang), Marketing Science, 2010

• Media coverage: Slate
• 2019 INFORMS Society for Marketing Science Long Term Impact Award
• 2016, 2017, 2018 INFORMS Society for Marketing Science Long Term Impact Award Finalist
• 2010 Frank M. Bass Award
• 2010 John D. C. Little Award Finalist

Designing Pricing Contract for Boundedly Rational Customers: Does the Framing of the Fixed Fee Matter? (Teck-Hua Ho and Juanjuan Zhang), Management Science, 2008