{"id":24,"date":"2017-08-13T15:53:31","date_gmt":"2017-08-13T15:53:31","guid":{"rendered":"http:\/\/mitmgmtfaculty.mit.edu\/jjzhang\/contact\/"},"modified":"2026-02-23T19:26:42","modified_gmt":"2026-02-23T19:26:42","slug":"research","status":"publish","type":"page","link":"https:\/\/mitmgmtfaculty.mit.edu\/jjzhang\/research\/","title":{"rendered":"Research"},"content":{"rendered":"<div id=\"pl-24\"  class=\"panel-layout\" ><div id=\"pg-24-0\"  class=\"panel-grid panel-no-style\" ><div id=\"pgc-24-0-0\"  class=\"panel-grid-cell\" ><div id=\"panel-24-0-0-0\" class=\"so-panel widget widget_mit-pf-wysiwyg widget_mit_pf_wysiwyg panel-first-child\" data-index=\"0\" ><h2 class=\"widget-title\">Selected Working Papers<\/h2><div class=\"textwidget\"><p><a href=\"https:\/\/ssrn.com\/abstract=5399546\" target=\"_blank\" rel=\"noopener noreferrer\">From Model Choice to Model Belief: Establishing a New Measure for LLM-Based Research<\/a>\u00a0(Hongshen Sun and Juanjuan Zhang)<\/p>\n<p><a href=\"https:\/\/ssrn.com\/abstract=5172027\" target=\"_blank\" rel=\"noopener noreferrer\">A Genetic Study of Social Influence<\/a>\u00a0(Shiyang Gong, Yuexin Song, and Juanjuan Zhang)<\/p>\n<p><a href=\"https:\/\/ssrn.com\/abstract=4942832\" target=\"_blank\" rel=\"noopener noreferrer\">Price as a Signal of Wealth, Revisited<\/a> (Rafael Becerril Arreola and Juanjuan Zhang)<\/p>\n<p><a href=\"https:\/\/ssrn.com\/abstract=4006841\" target=\"_blank\" rel=\"noopener noreferrer\">Beyond Zero: Jump-Starting Sales with a Recommender System for Missing-By-Choice Data<\/a> (Saiquan Hu, Juanjuan Zhang, and Yuting Zhu)<\/p>\n<ul>\n<li>2024 <a href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\" target=\"_blank\" rel=\"noopener noreferrer\">Gary L. Lilien ISMS Practice Prize<\/a><\/li>\n<li>Productized by Minsheng Life Insurance<\/li>\n<li>2022 <a href=\"https:\/\/www.amstat.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">ASA Statistics in Marketing Doctoral Research Award<\/a> Finalist (Yuting Zhu)<\/li>\n<li>2021 <a href=\"https:\/\/marketingedge.org\/programs-and-events\/award-archives\/shankar-spiegel\/\" target=\"_blank\" rel=\"noopener noreferrer\">Shankar-Spiegel Dissertation Proposal Award<\/a> Runner-Up (Yuting Zhu) <em>\u00a0 \u00a0\u00a0<\/em><\/li>\n<\/ul>\n<\/div><\/div><div id=\"panel-24-0-0-1\" class=\"so-panel widget widget_mit-pf-wysiwyg widget_mit_pf_wysiwyg\" data-index=\"1\" ><h2 class=\"widget-title\">Publications<\/h2><div class=\"textwidget\"><p><a href=\"https:\/\/doi.org\/10.1145\/3711896.3737267\" target=\"_blank\" rel=\"noopener\">Theory Instead of Experiment (TIE): A Creator Valuation System at Tencent<\/a> (Lei Huang and Juanjuan Zhang), <em>KDD '25: Proceedings of the 31st ACM SIGKDD Conference on Knowledge Discovery and Data Mining<\/em><\/p>\n<ul>\n<li>Deployed as the default creator valuation system at Tencent<\/li>\n<li>CORE A* rank conference, peer-reviewed with 21% acceptance rate<\/li>\n<li>2025 <a href=\"https:\/\/kdd2025.kdd.org\/awards\/\" target=\"_blank\" rel=\"noopener\">KDD Audience Appreciation Award<\/a> (February Round);\u00a0<a href=\"https:\/\/youtu.be\/267GJnA6MZI\" target=\"_blank\" rel=\"noopener\">promotional video<\/a><\/li>\n<\/ul>\n<p><a href=\"https:\/\/doi.org\/10.1287\/mksc.2025.0008\" target=\"_blank\" rel=\"noopener noreferrer\">The Legacy of John Little for Marketing Science<\/a> (Fred Feinberg, John R. Hauser, John Roberts, and Juanjuan Zhang), <em>Marketing Science<\/em>, 2025<\/p>\n<ul>\n<li>Lead article<\/li>\n<\/ul>\n<p><a href=\"https:\/\/doi.org\/10.1287\/mksc.2021.0107\" target=\"_blank\" rel=\"noopener noreferrer\">Engagement that Sells: Influencer Video Advertising on TikTok<\/a> (Jeremy Yang, Juanjuan Zhang, and Yuhan Zhang), <em>Marketing Science<\/em>, 2025<\/p>\n<ul>\n<li>Lead article<\/li>\n<li>Productized through the MIT Technology Licensing Office (Case No. 25019)<\/li>\n<li>2021 <a href=\"http:\/\/www.jmsmeeting.org.cn\/index.php\/about?id=27\" target=\"_blank\" rel=\"noopener noreferrer\">JMS China Marketing Science Annual Conference<\/a> Best Paper Award<\/li>\n<li>2020 <a href=\"https:\/\/www.msi.org\/research\/clayton-dissertation-proposal-competition\/\" target=\"_blank\" rel=\"noopener noreferrer\">MSI Alden G. Clayton Doctoral Dissertation Proposal Award<\/a> (Jeremy Yang)<\/li>\n<\/ul>\n<p><a href=\"https:\/\/doi.org\/10.1287\/mnsc.2023.4879\" target=\"_blank\" rel=\"noopener\">Genes and Sales<\/a> (Shiyang Gong, Qian Li, Song Su, and Juanjuan Zhang), <em>Management Science<\/em>, 2024<\/p>\n<ul>\n<li>Featured in Juan Martinez, \u201c<a href=\"https:\/\/hbr.org\/2024\/09\/there-really-is-a-sales-gene\" target=\"_blank\" rel=\"noopener noreferrer\">There Really Is a \u2018Sales Gene\u2019<\/a>,\u201d <em>Harvard Business Review<\/em>, September\u2013October 2024<\/li>\n<\/ul>\n<p><a href=\"https:\/\/doi.org\/10.1287\/mksc.2020.1238\" target=\"_blank\" rel=\"noopener\">Preference Learning and Demand Forecast<\/a> (Xinyu Cao and Juanjuan Zhang), <em>Marketing Science<\/em>, 2021<\/p>\n<ul>\n<li>2021 <a title=\"John D. C. Little Award\" href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\" target=\"_blank\" rel=\"noopener noreferrer\">John D. C. Little Award<\/a><\/li>\n<li>2021 <a title=\"Frank M. Bass Award\" href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\" target=\"_blank\" rel=\"noopener\">Frank M. Bass Award<\/a> Finalist<\/li>\n<\/ul>\n<p><a href=\"https:\/\/journals.sagepub.com\/doi\/10.1509\/jmr.14.0348\" target=\"_blank\" rel=\"noopener\">Tweeting as a Marketing Tool\u2014 Field Experiment in the TV Industry<\/a> (Shiyang Gong, Juanjuan Zhang, Ping Zhao, and Xuping Jiang),\u00a0<em>Journal of Marketing Research<\/em>, 2017<\/p>\n<ul>\n<li>Lead article<\/li>\n<\/ul>\n<p><a href=\"https:\/\/doi.org\/10.1287\/mnsc.2015.2300\" target=\"_blank\" rel=\"noopener\">Deadlines in Product Development<\/a> (Juanjuan Zhang), <em>Management Science<\/em>, 2016<\/p>\n<p><a href=\"https:\/\/doi.org\/10.1287\/mksc.2014.0868\" target=\"_blank\" rel=\"noopener noreferrer\">Learning from Experience, Simply<\/a> (Song Lin, Juanjuan Zhang, and John Hauser),\u00a0<em>Marketing Science<\/em>, 2015; <a href=\"https:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?PublicationDocumentID=5954\" target=\"_blank\" rel=\"noopener noreferrer\">Online Appendix<\/a><\/p>\n<ul>\n<li>Lead article<\/li>\n<li>Media coverage: <a href=\"https:\/\/phys.org\/news\/2015-03-brain-supermarket-simple-index-strategy.html\" target=\"_blank\" rel=\"noopener noreferrer\">phys.org<\/a><\/li>\n<li>2015 <a title=\"John D. C. Little Award\" href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\" target=\"_blank\" rel=\"noopener noreferrer\">John D. C. Little Award<\/a> Finalist<\/li>\n<\/ul>\n<p><a href=\"https:\/\/doi.org\/10.1287\/mksc.2014.0856\" target=\"_blank\" rel=\"noopener noreferrer\">Why Do Sales People Spend So Much Time Lobbying for Low Prices?<\/a> (Duncan Simester and Juanjuan Zhang), <em>Marketing Science<\/em>, 2014<\/p>\n<ul>\n<li>Media coverage: <a href=\"https:\/\/www.informs.org\/News-Room\/INFORMS-Releases\/News-Releases\/Firms-Intentionally-Pressure-Sales-People-to-Invest-in-Costly-Internal-Negotiations\" target=\"_blank\" rel=\"noopener noreferrer\">INFORMS<\/a>,\u00a0<a href=\"http:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?DocumentID=4517\" target=\"_blank\" rel=\"noopener noreferrer\">phys.org<\/a>,\u00a0<a href=\"http:\/\/www.computerworld.com\/article\/2889331\/the-secret-to-a-successful-price-exception-process-for-sales-lots-of-bureaucracy.html\" target=\"_blank\" rel=\"noopener noreferrer\">ComputerWorld<\/a><\/li>\n<li>2014 <a href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\" target=\"_blank\" rel=\"noopener noreferrer\">John D. C. Little Award<\/a> Finalist<\/li>\n<\/ul>\n<p><a title=\"Time on Market and Home Sales\" href=\"https:\/\/onlinelibrary.wiley.com\/doi\/10.1111\/1756-2171.12022\" target=\"_blank\" rel=\"noopener noreferrer\">Days on Market and Home Sales<\/a> (Catherine Tucker, Juanjuan Zhang, and Ting Zhu), <em>RAND Journal of Economics<\/em>, 2013<\/p>\n<p><a title=\"(De)marketing to Savvy Consumers\" href=\"http:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?DocumentID=4068\" target=\"_blank\" rel=\"noopener noreferrer\">(De)marketing to Manage Consumer Quality Inferences<\/a> (Jeanine Miklos-Thal and Juanjuan Zhang), <em>Journal of Marketing Research<\/em>, 2013<\/p>\n<ul>\n<li>Media coverage: <a title=\"Knowledge@Wharton on fads\" href=\"http:\/\/knowledge.wharton.upenn.edu\/article.cfm?articleid=2551\" target=\"_blank\" rel=\"noopener noreferrer\">Knowledge@Wharton<\/a>,\u00a0<a title=\"Carta de Noticias on Demarketing\" href=\"http:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?DocumentID=4518\" target=\"_blank\" rel=\"noopener noreferrer\">Carta de Noticias<\/a><\/li>\n<\/ul>\n<p><a title=\"Consumer Deliberation and Product Line Design\" href=\"http:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?DocumentID=4506\" target=\"_blank\" rel=\"noopener noreferrer\">Consumer Deliberation and Product Line Design<\/a> (Liang Guo and Juanjuan Zhang), <em>Marketing Science<\/em>, 2012<\/p>\n<p><a title=\"Rational Herding in Microloan Markets\" href=\"http:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?DocumentID=4507\" target=\"_blank\" rel=\"noopener noreferrer\">Rational Herding in Microloan Markets<\/a> (Juanjuan Zhang and Peng Liu), <em>Management Science<\/em>, 2012; <a title=\"Rational Herding in Microloan Markets: Online Appendix\" href=\"http:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?DocumentID=50\" target=\"_blank\" rel=\"noopener noreferrer\">Online Appendix<\/a><\/p>\n<ul>\n<li>Media coverage: <a href=\"http:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?DocumentID=52\" target=\"_blank\" rel=\"noopener\">Federal Reserve Bank of Boston<\/a>, <a href=\"http:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?DocumentID=4099\" target=\"_blank\" rel=\"noopener\">Boston Herald<\/a>,<a title=\"Forbes on Prosper\" href=\"http:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?DocumentID=51\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0Forbes<\/a>,\u00a0<a href=\"https:\/\/www.ft.com\/content\/78c8bb2c-469e-11e1-89a8-00144feabdc0#axzz1kftFjDct\" target=\"_blank\" rel=\"noopener noreferrer\">Financial Times<\/a><\/li>\n<li>2022 <a title=\"INFORMS Long Term Impact Award\" href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\" target=\"_blank\" rel=\"noopener\">INFORMS Society for Marketing Science Long Term Impact Award<\/a> Finalist<\/li>\n<\/ul>\n<p><a title=\"How Does Popularity Information Affect Choices\" href=\"http:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?DocumentID=4508\" target=\"_blank\" rel=\"noopener\">How Does Popularity Information Affect Choices? A Field Experiment<\/a> (Catherine Tucker and Juanjuan Zhang), <em>Management Science<\/em>, 2011; <a title=\"Rational Herding in Microloan Markets: Online Appendix\" href=\"http:\/\/ssrn.com\/abstract=1745587\" target=\"_blank\" rel=\"noopener noreferrer\">Online Appendix<\/a><\/p>\n<p><a title=\"The Perils of Behavior-Based Personalization\" href=\"http:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?DocumentID=4509\" target=\"_blank\" rel=\"noopener\">The Perils of Behavior-Based Personalization<\/a> (Juanjuan Zhang), <em>Marketing Science<\/em>, 2011<\/p>\n<ul>\n<li>2011 <a href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\" target=\"_blank\" rel=\"noopener noreferrer\">John D. C. Little Award<\/a> Finalist<\/li>\n<\/ul>\n<p><a title=\"Why Are Bad Products So Hard to Kill\" href=\"http:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?DocumentID=4510\" target=\"_blank\" rel=\"noopener\">Why Are Bad Products So Hard to Kill?<\/a> (Duncan Simester and Juanjuan Zhang), <em>Management Science,<\/em> 2010<\/p>\n<p><a href=\"http:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?DocumentID=4511\" target=\"_blank\" rel=\"noopener\">Growing Two-Sided Networks by Advertising the User Base: A Field Experiment<\/a> (Catherine Tucker and Juanjuan Zhang), <em>Marketing Science,\u00a0<\/em>2010<\/p>\n<p><a href=\"http:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?DocumentID=4512\" target=\"_blank\" rel=\"noopener\">The Sound of Silence: Observational Learning in the U.S. Kidney Market<\/a> (Juanjuan Zhang), <em>Marketing Science<\/em>, 2010<\/p>\n<ul>\n<li>Media coverage: <a href=\"http:\/\/www.slate.com\/id\/2175642\/\" target=\"_blank\" rel=\"noopener\">Slate<\/a><\/li>\n<li>2019 <a title=\"INFORMS Long Term Impact Award\" href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\" target=\"_blank\" rel=\"noopener\">INFORMS Society for Marketing Science Long Term Impact Award<\/a><\/li>\n<li>2016, 2017, 2018 <a title=\"INFORMS Long Term Impact Award\" href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\" target=\"_blank\" rel=\"noopener\">INFORMS Society for Marketing Science Long Term Impact Award<\/a> Finalist<\/li>\n<li>2010 <a title=\"Frank M. Bass Award\" href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\" target=\"_blank\" rel=\"noopener\">Frank M. Bass Award<\/a><\/li>\n<li>2010 <a title=\"John D. C. Little Award\" href=\"https:\/\/www.informs.org\/Recognizing-Excellence\/Community-Prizes\/Marketing-Science-Society\" target=\"_blank\" rel=\"noopener\">John D. C. Little Award<\/a> Finalist<\/li>\n<\/ul>\n<p><a title=\"Why Are Bad Products So Hard to Kill\" href=\"http:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?DocumentID=4513\" target=\"_blank\" rel=\"noopener\">Designing Pricing Contract for Boundedly Rational Customers: Does the Framing of the Fixed Fee Matter?<\/a> (Teck-Hua Ho and Juanjuan Zhang), <em>Management Science,<\/em> 2008<\/p>\n<\/div><\/div><div id=\"panel-24-0-0-2\" class=\"so-panel widget widget_mit-pf-wysiwyg widget_mit_pf_wysiwyg panel-last-child\" data-index=\"2\" ><h2 class=\"widget-title\">Book Chapters<\/h2><div class=\"textwidget\"><p>Economic Foundations of Marketing Strategy (J. Miguel Villas-Boas and Juanjuan Zhang), in <a href=\"https:\/\/www.routledge.com\/The-Routledge-Companion-to-Strategic-Marketing\/Schlegelmilch-Winer\/p\/book\/9781138489080\" target=\"_blank\" rel=\"noopener\"><em>The Routledge Companion to Strategic Marketing<\/em><\/a>, Bodo B. Schlegelmilch and Russell S Winer (Ed.), Routledge, 2021<\/p>\n<p><a title=\"Observational Learning: The Sound of Silence\" href=\"http:\/\/mitsloan.mit.edu\/shared\/ods\/documents\/?DocumentID=4071\" target=\"_blank\" rel=\"noopener noreferrer\">Observational Learning: The Sound of Silence<\/a> (Juanjuan Zhang), in <em><a title=\"Encyclopedia of the Sciences of Learning\" href=\"http:\/\/www.springer.com\/education+%26+language\/learning+%26+instruction\/book\/978-1-4419-1427-9\" target=\"_blank\" rel=\"noopener noreferrer\">Encyclopedia of the Sciences of Learning<\/a><\/em>, Norbert M. Seel (Ed.), Springer, 2012; book available at <a title=\"Encyclopedia of the Sciences of Learning @ MIT\" href=\"https:\/\/mit.primo.exlibrisgroup.com\/permalink\/01MIT_INST\/ejdckj\/alma9935059788906761\" target=\"_blank\" rel=\"noopener noreferrer\">MIT Libraries<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Selected Working PapersFrom Model Choice to Model Belief: Establishing a New Measure for LLM-Based Research\u00a0(Hongshen Sun and Juanjuan Zhang) A Genetic Study of Social Influence\u00a0(Shiyang Gong, Yuexin Song, and Juanjuan Zhang) Price as a Signal of Wealth, Revisited (Rafael Becerril Arreola and Juanjuan Zhang) Beyond Zero: Jump-Starting Sales with a Recommender System for Missing-By-Choice Data [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"class_list":["post-24","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.0 (Yoast SEO v25.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>MIT Sloan Faculty: Juanjuan Zhang | Research<\/title>\n<meta name=\"description\" content=\"Zhang&#039;s research covers industries such as consumer goods, social media and healthcare, and functional areas such as product development, pricing and sales.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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