March 02, 2005

Aimee DroletAimee Drolet has been promoted to associate professor of marketing and received tenure from UCLA Anderson School of Management.

A consumer psychologist, Drolet focuses her research on consumer decision-making.  Specifically, she investigates how consumers construct their preferences in order to make choices.

At UCLA Anderson, Drolet teaches consumer behavior and brand management for MBA, Fully-Employed MBA, executive education as well as undergraduate students.

Drolet is founder and director of the Class of 2000 Anderson Behavior Research Laboratory, which provides faculty and doctoral students with a dedicated space for conducting behavioral research in business.

Shi Zhang, an expert in consumer behavior and marketing strategy on UCLA Anderson’s marketing faculty, received tenure and was promoted to associate professor by UCLA. 

Shi ZhangUsing experimental methods, Professor Zhang studies marketing problems from a psychological and behavioral perspective.  His investigations look at product differentiation, market entry, brand naming, advertising and communication.

Truly a scholar, Professor Zhang holds two Ph.D. degrees—one in linguistics and one in business (marketing).  He has authored numerous articles in leading journals of marketing, consumer behavior and applied psychology. 

Professor Zhang has also studied representations of linguistic structures and their impact on information processing, comparative cognitions and decision making.  This research provides frameworks for brand naming and international/cross-cultural consumer research, and it suggests how firms can leverage differences between consumers to formulate brand naming and positioning strategies. 

Professor Zhang teaches core and elective marketing management courses in the MBA, EMBA and FEMBA programs and also conducts doctoral seminars in marketing.

Some of Professors Drolet and Zhang’s Papers Include:
H. Kim and A. Drolet, "Choices as Self-expression: The Effects of Cultural Assumptions of Choice and Uniqueness on Variety-Seeking," Journal of Personality and Social Psychology, CIBER Institute Grant, 2003.

B. Gibbs and A. Drolet, "The Mental Cost of Generating Utility: Consumption Energy as a Determinant of Preferences," Journal of Consumer Psychology, 2003.

A. Drolet, "Inherent Rule Variability in Consumer Choice: Changing Rules for Change's Sake," Journal of Consumer Research, (lead article) December 2002.

L. Wathieu, L. Brenner, Z. Carmon, A. Chattopadhay, A. Drolet, J. Gourville, A. Muthukrishnan, N. Novemsky, R. Ratner, K. Wertenbroch and G. Wu, "Consumer Control and Empowerment: A Primer," Marketing Letters, August 2002, (special issue 2001 U.C. Berkeley Invitational Choice Symposium).

Zhang, Shi and Bernd H. Schmitt (2004, forthcoming), "Activating Sound and Meaning: The Role of Language Proficiency in Bilingual Consumer Environments," Journal of Consumer Research, 31 (June).

Zhang, Shi, Frank R.Kardes and Maria L. Cronely (2002), "Comparative Advertising: Effects of Structural Alignability on Target Brand Evaluation," Journal of Consumer Psychology, 12 (4), 303-311.

Gontijo, P., J. Rayman, S. Zhang and E. Zaidel (2002), "How Brand Names Are Special: Brands, Words and Hemispheres," Brain and Language, 82 (September), 327-343.

Zhang, Shi and Sanjay Sood (2002), "'Deep' and 'Surface' Cues: Brand Extension Evaluations by Children and Adults," Journal of Consumer Research, 28 (June), 129-141.

About UCLA Anderson School of Management
UCLA Anderson School of Management is perennially ranked among the top-tier business schools in the world.  Award-winning faculty renowned for their research and teaching, highly selective admissions, successful alumni and world-class facilities combine to provide an extraordinary learning environment.  UCLA Anderson students are part of a culture that values individual vision, intellectual discipline and a sense of teamwork and collegiality.

Established in 1935, UCLA Anderson School of Management provides management education to more than 1,400 students enrolled in MBA and doctoral programs, and some 2,000 executives and managers enrolled annually in executive education programs.  Recognizing that the school offers unparalleled expertise in management education, the world's business community turns to UCLA Anderson School of Management as a center of influence for the ideas, innovations, strategies and talent that will shape the future.

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