Research

Working Papers

• “Managing Consumer Attention to Diverse Information Sources in Product Diffusion” (2026). Z. Eddie Ning and Zihao Zhou. [Link]

  • Conference Presentations: EWMES (2025), SICS (2025), Bass FORMS (2025), LQMC (2023), and ISMS (2022)

• “Referral Program Design: Thresholds and Cold Starts” (2026). Zihao Zhou. [Link]

  • Previously titled “On the Design of Referral Programs”
  • Conference Presentation: SICS (2026), Bass FORMS (2026)

• “Flash Pass” (2025). Yuichiro Kamada and Zihao Zhou. [Link] [Online Appendix]

• “Flash Pass with Multiple Customer Types” (2025). Yuichiro Kamada and Zihao Zhou. [Link]

• “Price Promotions and Online Product Evaluations” (2025). Yongdong Liu, Yiting Deng, Anja Lambrecht, and Zihao Zhou. [Link]

Work in Progress

• “A Model of Sponsored Reviews”. Onesun Steve Yoo and Zihao Zhou.

Peer-Reviewed Publications

• “Entrepreneurs and Investors: Funding-Induced Distortions in Lean Startup Product Experiments and Innovation” (2026). K. Sudhir, Onesun Steve Yoo, and Zihao Zhou. Marketing Science, 45(2), 428–448. DOI: 10.1287/mksc.2023.0309 [Eprint] [Online Appendix]

Research Presentations

The listing is in reverse chronological order.

Conferences

• Sumer Institute in Competitive Strategy | UC Berkeley | 2026
• Annual Bass FORMS Conference | UT Dallas | 2026
• European Winter Meeting of the Econometric Society | University of Cyprus | 2025
• Summer Institute in Competitive Strategy | UC Berkeley | 2025
• Annual Bass FORMS Conference | UT Dallas | 2025
• London Quantitative Marketing Conference | UCL | 2023
• ISMS Marketing Science Conference | UChicago (Online) | 2022

External Seminars and Workshops

2026: HUST; WHU; ZUEL; CUHK; USTC

2021: European Quant Marketing Seminar (Online)