Dong_Ping 09112017
Ping Dong

Donald P. Jacobs Scholar
Assistant Professor of Marketing

Print Overview

Ping Dong is an Assistant Professor of Marketing at Kellogg School of Management. She received her PhD in Marketing in 2017 from the Rotman School of Management, University of Toronto. Her research focuses on understanding the social influence on consumer decision making. Her recent work examines the social influence on consumers' desire for popular versus unique products. A second stream of research studies the social influence on consumers' emotional experiences and how these emotional experiences may affect consumer preference and choice. Her research has been published in leading marketing and psychology journals including the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Personality and Social Psychology, Psychological Science, and Journal of Experimental Psychology: General, and has been featured in popular media outlets such as the Wall Street Journal, Harvard Business Review and Globe and Mail.

Print Vita
PhD, 2017, Marketing, Rotman School of Management, University of Toronto
M. Phil, 2012, Marketing, The Chinese University of Hong Kong
M. Phil, 2010, Marketing, Hong Kong Baptist University
BA, 2008, Management, Shandong University

Academic Positions
Assistant Professor of Marketing, Kellogg School of Management, Northwestern University, 2017-present

Print Research
Research Interests

Social Influence on Consumer Decision Making, Emotions in Consumption Context, Ethics in Consumption, Sensory Marketing

Dong, Ping and Chen-Bo Zhong. Forthcoming. Visual Darkness Reduces Perceived Risk of Contagious Disease Transmission from Interpersonal Interaction. Psychological Science.
Dong, Ping and Aparna Labroo. Forthcoming. Expectancy Neglect: Why Superstitious Acts Increase Risk-Seeking in Gains but Risk-Avoidance in Losses. Journal of the Association for Consumer Research.
Huang, Xun (Irene), Ping Dong and Aparna Labroo. 2018. Feeling Disconnected from Others: The Effects of Ambient Darkness on Hedonic Choice. International Journal of Research in Marketing. 35 (1): 144-153.
Dong, Ping and Chen-Bo Zhong. 2017. Witnessing Moral Violations Increases Conformity in Consumption. Journal of Consumer Research. 44(4): 778-793.
Huang, Xun (Irene), Ping Dong and Robert S. Wyer. 2017. Competing for Attention: The Effects of Jealousy on Preference for Attention-Grabbing Products. Journal of Consumer Psychology. 27(2): 171-181.
Dong, Ping and Spike W.S. Lee. 2017. Embodiment as Procedures: Physical CLeansing Changes Goal Priming Effects. Journal of Experimental Psychology: General. 146: 592-605.
Dong, Ping, Xianchi Dai and Robert S. Wyer. 2015. Actors Conform, Observers React: The Effects of Behavioral Synchrony in Conformity. Journal of Personality and Social Psychology. 108(1): 60-75.
Dong, Ping, Xun (Irene) Huang and Chen-Bo Zhong. 2015. Ray of Hope: Hopelessness Increases Preference for Bright Lighting. Social Psychological and Personality Science. 6(1): 84-91.
Huang, Xun (Irene), Ping Dong and Anirban Mukhopadhyay. 2014. Proud to Belong or Proudly Different? Lay Theories Determine Contrasting Effects of Incidental Pride on Uniqueness Seeking. Journal of Consumer Research. 41(3): 697-712.
Dong, Ping and Robert S. Wyer. 2014. How Time Flies: The Effects of Conversation Charactieristics and Partner Attractiveness on Duration Judgment in a Social Interaction. Journal of Experimental Social Psychology. 50: 1-14.
Dai, Xianchi, Ping Dong and Jayson S. Jia. 2014. When Does Playing Hard-to-get Increase Romantic Attraction. Journal of Experimental Psychology: General. 143(2): 521-526.
Labroo, Aparna A., Anirban Mukhopadhyay and Ping Dong. 2014. Not Always the Best Medicine: Frequent Smiling Can Reduce Wellbeing. Journal of Experimental Social Psychology. 53: 156-162.
Dong, Ping, Xun (Irene) Huang and Robert S. Wyer. 2013. The Illusion of Saving Face: How People Symbolically Cope with Embarrassment. Psychological Science. 24(10): 2005-2012.
Huang, Xun (Irene), Ping Dong, Xianchi Dai and Robert S. Wyer. 2012. Going My Way: The Benefits of Travelling in the Same Direction. Journal of Experimental Social Psychology. 48: 978-81.

Print Teaching
Teaching Interests

Marketing Research; Consumer Behavior

Full-Time / Evening & Weekend MBA
Marketing Research and Analytics (MKTG-450-0)
The broad objective of this course is to provide a fundamental understanding of marketing research methods employed by well-managed firms. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield the most valuable information. The course also examines the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results.

Special Topics In Consumer Behavior Research (MKTG-540-0)
The purpose of this course is to introduce students to important methods, issues, or topics that are unaddressed in other marketing doctoral courses, and the focus changes each year. For the 2017 – 2018 academic year, this course will introduce students to a range of topics that have been the focus of attention and interest among consumer researchers in recent years: social influence and relationship deficits, lifespan development, meaning in consumption, marketplace morality, and changing consumer behavior in response to macro trends such as technology and economic factors. While this course will focus on the relevance of these topics for consumer researchers, the course material and discussions may also be pertinent to graduate students in psychology, communication studies and education.