Wenting Zhong

  • Adjunct Lecturer, Marketing
  • Ph.D. Bentley University
  • MS Drexel University

Teaching Interests

Marketing research, Consumer behavior, Customer analytics

Research Interests

Behavior pricing, Socioeconomic status, Artificial intelligence (AI), Political identity


Research primarily focuses on consumer behavior, specifically interested in new technology (robots, AI), behavioral pricing, and socioeconomic status. Teaching interests include marketing research, customer data analytics, and consumer behavior.


Journal Articles

  • Xia, L., Zhong, W., Wang, F. (2023). To Dress up or Not: Political Identity and Dog Owners’ Purchase of Dog Apparels. Psychology & Marketing , (40) 10 2118-2131.
  • Presentations

  • Xia, L., Zhong, W., Wang, F. (2023). “To Dress up or Not: Political Identity and Pet Owner’s Purchase of Dog Apparels” Presented at theBentley Research Showcase
  • Zhong, W., Xia, L. (2023). “Robots won't judge me: The impact of socioeconomic status on customer preference of AI service agents” Presented at theAmerican Marketing Association (AMA) winter Nashville, TN
  • Ye, H., Zuo, Z., Du, T., Zhong, W., Xia, L. (2022). “What makes virtual influencers engaging?” Presented at theAssociation of Consumer Research annual conference Denver, CO