Xinyue Zhou

• Doctor of Psychology
• Chair Professor at Zhejiang University

The current research examines how cultural factors shape consumer preferences for anthropomorphic AI services. The authors investigate the impact of cultural tightness‐looseness, a measure of the strictness of social norms and the tolerance for nonconformity, on the acceptance of anthropomorphic AI services. Through analysis of more than 12,000 pro...

The current research examines consumers’ responses to sensory endorsements from virtual influencers. The authors reveal that consumers perceive virtual and human influencers to have similar distal sensory (i.e., visual and auditory) capacities. Consumers, however, perceive virtual influencers as having lower proximal sensory (i.e., haptic, olfactor...

Cohn et al. (2019) conducted a wallet drop experiment in 40 countries to measure "civic honesty around the globe," which has received worldwide attention but also sparked controversies over using the email response rate as the sole metric of civic honesty. Relying on the lone measurement may overlook cultural differences in behaviors that demonstra...

Despite the prevalence of declining economic mobility and its behavioral consequences, economic mobility has received surprisingly little attention in the marketing literature. Based on research showing that reducing social vigilance leads to more charitable behavior, we propose that higher (vs. lower) perceived economic mobility promotes more char...

Rapid demographic ageing substantially affects socioeconomic development1–4 and presents considerable challenges for food security and agricultural sustainability5–8, which have so far not been well understood. Here, by using data from more than 15,000 rural households with crops but no livestock across China, we show that rural population ageing r...

The growing uses of algorithm-based decision-making in human resources management have drawn considerable attention from different stakeholders. While prior literature mainly focused on stakeholders directly related to HR decisions (e.g., employees), this paper pertained to a third-party observer perspective and investigated how consumers would res...

Showing the impact of pro-environmental behavior is crucial to its adoption. In this paper, we introduce behavioral impact messages, which attempt to persuade people by displaying behavioral consequences. Applications of the concept of impact messages have been extensively covered in the literature, such as in goal framing and the provision of effi...

Does adding a third-party player influence the tendency to lie? Lies often affect more than just two parties. The sender is often not the only beneficiary of the lie, and the receiver is often not the only person harmed. In this paper, we study the effect of introducing an uninvolved third party on people’s tendency to behave dishonestly. This rese...

People tend to be unable to evaluate themselves accurately in many areas. One such area is their own and others’ morality. The current research explores the self–other moral valuation difference in the context of moral foundation theory. We propose that people generally have a moral positive illusion. Specifically, people overestimate their own mor...

Experiential and behavioural aspects of emotions can be measured readily but developing a contactless measure of emotions’ physiological aspects has been a major challenge. We hypothesised that different emotion-evoking films can produce distinctive facial blood flow patterns that can serve as physiological signatures of discrete emotions. To test...

Urgency perception plays a vital role in addressing the issue of climate change. However, little is known about how to promote the perceived urgency of climate change and its potential influence on proenvironmental intention and behavior. This research focuses on a potentially significant but less studied factor in video communication: video playba...

During the COVID-19 outbreak, many people rose to the occasion by engaging in volunteerism and health work. We conducted two nationwide surveys in the United States (n = 2931) and China (n = 2793) assessing volunteers' and health workers' levels of mental distress and happiness. In spite of data being collected at different phases of the COVID-19 o...

Artificial intelligence (AI) has significantly affected business strategy in emerging markets. To understand how firms should adopt, utilize, integrate, and implement AI to gain a competitive advantage, we posit a conceptual model for developing AI-driven strategies. By identifying the primary drivers of AI-related institutions, firms can understan...

In this Special Issue, original research articles and reviews are welcome. Research areas may include (but are not limited to) the following: The evolution of sustainable marketing in China; Marketing models and strategies for sustainable marketing in China; The impact of responsible stakeholder behavior on sustainable marketing; The role of practi...

Saving has an important impact on consumers’ lives and life satisfaction. However, various indices indicate that consumers do not save enough. This research shows that a simple change in the perception of money by imposing humanlike characteristics (i.e., money anthropomorphism) can significantly increase savings. Specifically, we posit that imbuin...

How to target individuals for charitable behavior to distant others is a major challenge. This paper tests the possibility that individuals with higher income engage in more charitable behavior toward distant beneficiaries relative to individuals with lower income. A multi‐method approach offers evidence for this prediction. Survey data (N = 2957)...

Rapidly demographic aging substantially affects socioeconomic development 1-4, presents grand challenges for food security and agricultural sustainability 5-8, which have so far not been well understood. Here, by using over 30,000 households survey across China, we show that rural population aging lowers average education level of farmers by 3% (0-...

Purpose This study aims to explore the overall relationship between a boundary spanner and a partner firm, i.e. boundary spanner closeness to partner firm. Drawing on consumer-service provider relationship literature and the tripartite model of affect-behavior-cognition, the authors identify three key dimensions of such closeness, namely, boundary...

Lockdowns during the COVID-19 pandemic increased the risk for loneliness. We tested whether nostalgia counteracts loneliness via rises in happiness. We conducted surveys in China ( N = 1,546), the United States ( N = 1,572), and the United Kingdom ( N = 603). Although feeling lonely was associated with unhappiness, it was also associated with nosta...

If conservative ideology encourages resistance to social distancing orders meant to mitigate a pandemic's spread, then under what conditions could this ideology cause people to obey such orders? We posit that community logic (i.e., community commitment, collective belief, and reciprocity) promotes compliance with public health policies in conservat...

This study examined individual influences on child empathy, the relationship between child and parent empathy, and the relationship between empathy and prosociality across seven countries. A large sample of children (N = 792, 49% female) from the ages of 6–10 years completed a situational empathy task, as well as a dictator game to assess prosocial...

Medical artificial intelligence (AI) is expected to deliver worldwide access to healthcare. Through three experimental studies with Chinese and American participants, we tested how the design of medical AI varies between in- and out-groups. Participants adopted the role of a medical AI designer and decided how to develop medical AI for in- or out-g...

The coronavirus disease 2019 (COVID-19) has become a public health emergency of international concern. It is important to identify high-risk residence communities and the risk factors for decision making on targeted prevention and control measures. In this paper, the number of confirmed and suspected cases of COVID-19 in the residence communities i...

Researchers have recently begun investigating how visual elements affect brand positioning. However, little is known about the effect of brand typeface features on brand premiumness. This paper proposes and verifies that letter case affects consumers’ perceived brand premiumness. Eight experiments, including one eye-tracking experiment, reveal that...

This double-blind field study tested the effectiveness of a baby-eyes image in promoting healthcare workers’ hand-hygiene compliance in a hospital setting. Adults are inclined to take care of babies and aspire to be their role models; therefore, they should wash their hands thoroughly when being watched by babies. Participants were healthcare worke...

What helps consumers extract the greatest happiness from their experiences? The current investigation is the first to introduce to the consumer literature the construct of anticipatory nostalgia, defined as missing aspects of the present before they vanish in the future. While personal nostalgia involves fond memories and longing for what has alrea...

This research elucidates when distress appeals can evoke the instinct to help without turning recipients away from uncomfortable situations. Five experiments demonstrated with behavioral evidence that evoking a sense of control by irrelevant causes prior to appeal exposure can increase the likelihood of registering as a volunteer (Studies 1 and 3)...

Past research and practice often focus on brand anthropomorphization along a single dimension. In spite of being parsimonious and rigorous, the single dimension model may not fully capture variation in consumers’ perceptions of brands. This article clarifies an important nuance by proposing that people attribute human consciousness (i.e., a human-l...

Individuals are often reluctant to seek help from others. Nostalgia is a highly social emotion that bolsters perceptions of connectedness with others. In six studies, we investigated whether nostalgia reduces individuals’ general reluctance to reach out to others for help by virtue of its capacity to strengthen social connectedness (i.e., a sense o...

Secrecy involves the active concealment of information from others, which can cause undesirable consequences for cognitive, perceptual and health psychology, but empirical research linking secrecy to charitable behaviors remains relatively scarce. This research examined whether secrecy weakens people’s desire to engage in charitable behaviors. Two...

Purpose This paper aims to clarify an important nuance by proposing that people attribute human mind to brands on two distinct dimensions: think and feel. Design/methodology/approach Eight studies were conducted to first develop and validate the 14-item Brand Anthropomorphism Questionnaire, and then to investigate how the two subscales, think or f...

Humans are social beings, and acts of prosocial behavior may be influenced by social comparisons. To study the development of prosociality and the impact of social comparisons on sharing, we conducted experiments with nearly 2500 children aged 3-12 years across 12 countries across five continents. Children participated in a dictator game where they...

Call for special issue papers

We proposed that nostalgic labels strengthen the appeal of food items when the items are intrinsically nostalgic (e.g., related to one's childhood). Nostalgic labels do so by fostering a sense of food comfort (i.e., safety and security) among potential consumers. Experiment 1, testing a Chinese sample, confirmed that nostalgic (vs. descriptive) lab...

Across five studies, the current research demonstrates that imbuing money with humanlike characteristics can enhance charitable giving. Based on mind perception theory, we propose that anthropomorphizing money can induce people to attribute to money the capacity to feel and sense (i.e., warmth) and the capacity to do things (i.e., competence). Furt...

Humans routinely perform visual search towards targets to adapt to the environment. These sequences of ballistic eye movements are shaped by a combination of top–down and bottom–up factors. Recent research documented that human observers display cultural-specific fixation patterns in a range of visual processing tasks. In particular, eye movement s...

A concern for fairness is a fundamental and universal element of morality. To examine the extent to which cultural norms are integrated into fairness cognitions and influence social preferences regarding equality and equity, a large sample of children (N 2,163) aged 4–11 were tested in 13 diverse countries. Children participated in three versions o...

Providing gifts, assistance, or favors to benefit consumers may pressure the recipients to adhere to the norm of reciprocity, which has the potential to increase customer patronage and satisfaction. However, these practices can fail to yield desired results if customers feel uncomfortable about receiving things that need to be reciprocated. People...

This research examined whether feeling awe weakens people's desire for money. Two experiments demonstrated that, as a self-transcendent emotion, awe decreased people's money desire. In Experiment 1, recalling a personal experience of awe makes people place less importance on money, compared with recalling an experience of happiness and recalling a...

We examined whether the broadened attentional scope would affect people's sad or depressed mood with two experiments, enlightened by the meaning of “seeing the big picture” and the broaden-and-build model. Experiment 1 (n = 164) is a laboratory-based experiment, in which we manipulated the attentional scope by showing participants zoomed-out or zoo...

Objective: Previous studies of American-English isms terms have uncovered as many as five broad factors: Tradition-oriented Religiousness (TR), Subjective Spirituality (SS), Communal Rationalism (CR), Unmitigated Self-Interest (USI), and Inequality Aversion (IA). The present studies took a similar lexical approach to investigate the Chinese-langua...

Income inequality is pervasive despite evidence of inequality-averse social preferences. We show that people will sometimes support inequality to avoid reversing the rank of others in society. Using a third-party dictator game that we call the redistribution game, we found that people sometimes choose more unequal outcomes to preserve existing hier...

Six methodologically diverse studies addressed three fundamental questions about awe in consumers. First, to what extent is awe a relevant emotion in consumer experiences of products? A pilot study examined contents of tweets containing “awe” and showed that it was frequently used in people's voluntary expressions. Study 1 showed that products coul...

We examined the hypothesis that pain increases negative person perception of irrelevant others in both medical and laboratory settings in three studies. Patients perceived a nurse as more negative if the injection they received from the nurse produced more pain (Pilot Study). Patients rated neutral faces as more negative after receiving an injectio...

Morality is an evolved aspect of human nature, yet is heavily influenced by cultural environment. This developmental study adopted an integrative approach by combining measures of socioeconomic status (SES), executive function, affective sharing, empathic concern, theory of mind, and moral judgment in predicting sharing behavior in children (N = 99...

Nostalgia, a sentimental longing for one’s past, is an emotion that arises from self-relevant and social memories. Nostalgia functions, in part, to foster self-continuity, that is, a sense of connection between one’s past and one’s present. This article examined, in six experiments, how nostalgia fosters self-continuity and the implications of that...

Nostalgia is a self-conscious, bittersweet but predominantly positive and fundamentally social emotion. It arises from fond memories mixed with yearning about one's childhood, close relationships, or atypically positive events, and it entails a redemption trajectory. It is triggered by a variety of external stimuli or internal states, is prevalent,...

Prosocial behaviors are ubiquitous across societies. They emerge early in ontogeny [1] and are shaped by interactions between genes and culture [2, 3]. Over the course of middle childhood, sharing approaches equality in distribution [4]. Since 5.8 billion humans, representing 84% of the worldwide population, identify as religious [5], religion is a...

Cooperative behavior depends on cultural environment, so what happens when people move from to a new culture governed by a new norm? The dynamics of culture-induced cooperation has not been well understood. We expose lab participants to a sequence of different subject pools while playing a constrained Trust Game. We find prior exposure to different...

Video of the gaze-contingent technique

To ensure one’s safety is one of the most fundamental human objectives on all levels of social scope, ranging from an individual’s self-preservation to national security. This concern, along with other pursuits, has been addressed by the Circumplex Model of Goals, proposed by Grouzet et al. (2005), and its precursor, the Circumplex Model of Values,...

People experience pain when they spend money. Because previous studies have shown that perceived social support reduces physical pain, this research examined whether perceived social support reduces spending pain. Our studies showed that both real and recalled social support reduced spending pain (Studies 1–3) and that perceived social support redu...

Two experiments tested participants’ attributions for others’ immoral behaviors when conducted for more versus less money. We hypothesized and found that observers would blame wrongdoers more when seeing a transgression enacted for little rather than a lot of money, and that this would be evident in observers’ hand-washing behavior. Experiment 1 us...

Luxury goods symbolically represent social segregation and exclusion, thereby communicating superiority, exclusivity and distance. In three experiments, we tested the hypothesis that exposure to luxury advertisements in Chinese samples activates mental representations similar to those of social exclusion. Participants were more likely to perceive b...

Nostalgia is a frequently-experienced complex emotion, understood by laypersons in the United Kingdom and United States of America to (1) refer prototypically to fond, self-relevant, social memories and (2) be more pleasant (e.g., happy, warm) than unpleasant (e.g., sad, regretful). This research examined whether people across cultures conceive of...

In light of its role in maintaining psychological equanimity, we proposed that nostalgia-a self-relevant, social, and predominantly positive emotion-regulates avoidance and approach motivation. We advanced a model in which (a) avoidance motivation triggers nostalgia and (b) nostalgia, in turn, increases approach motivation. As a result, nostalgia c...

Results from three studies indicated that emotional responses to memories can be changed by altering the working self. In particular, these results showed that emotional reactions to memories: (1) were especially positive when memories were perceived to be central to the working self (Experiment 1); (2) were muted when the working self was changed...

Social influence and payoff transparency interact with each other to influence decision making. Social influence masks payoff transparency, and lacking transparency drives people to seek social influence. Moreover, our survey supports our claim by showing that social influence and payoff transparency correlate with each other ( r (53) = –.71). Bent...

Face recognition is not rooted in a universal eye movement information-gathering strategy. Western observers favor a local facial feature sampling strategy, whereas Eastern observers prefer sampling face information from a global, central fixation strategy. Yet, the precise qualitative (the diagnostic) and quantitative (the amount) information unde...

OBJECTIVE: Here, two studies seek to characterize a parsimonious common-denominator personality structure with optimal cross-cultural replicability. Personality differences are observed in all human populations and cultures, but lexicons for personality attributes that contain so many distinctions that parsimony is lacking. Models stipulating the m...

Does the cue of money lead to selfish, greedy, exploitative behaviors or to fairness, exchange, and reciprocity? We found evidence for both, suggesting that people have both sets of meaningful associations, which can be differentially activated by exposure to clean versus dirty money. In a field experiment at a farmers' market, vendors who handled...

Reports an error in "Heartwarming Memories: Nostalgia Maintains Physiological Comfort" by Xinyue Zhou, Tim Wildschut, Constantine Sedikides, Xiaoxi Chen and Ad J. J. M. Vingerhoets (Emotion, Advanced Online Publication, Mar 5, 2012, np). In the article, the last sentence was incorrect. The corrected sentence is provided in the erratum. (The followi...

Nostalgia, a sentimental longing for a personally experienced and valued past, is a social emotion. It refers to significant others in the context of momentous life events and fosters a sense of social connectedness. On this basis, the authors hypothesized that (1) nostalgia promotes charitable intentions and behavior, and (2) this effect is mediat...

Culture impacts on how people sample visual information for face processing. Westerners deploy fixations towards the eyes and the mouth to achieve face recognition. In contrast, Easterners reach equal performance by deploying more central fixations, suggesting an effective extrafoveal information use. However, this hypothesis has not been yet direc...

Intensely debated is whether the self-enhancement motive is culturally relative or universal. The universalist perspective predicts that satisfaction of the motive panculturally promotes psychological well-being. The relativistic perspective predicts that such promotive effects are restricted to Western culture. A longitudinal-randomized-experiment...

Nostalgia, a sentimental longing or wistful affection for the past, is a predominantly positive and social emotion. Recent evidence suggests that nostalgia maintains psychological comfort. Here, we propose, and document in five methodologically diverse studies, a broader homeostatic function for nostalgia that also encompasses the maintenance of ph...

Westerners habitually think in analytical ways, whereas East Asians tend to favor holistic styles of thinking. We replicated this difference but showed that it disappeared after control deprivation (Experiment 1). Brief experiences of control deprivation, which stimulate increased desire for control, caused Chinese participants to shift toward West...

La evidencia empírica ha revelado diferencias culturales en la expresión de la agresividad. El objetivo de este estudio fue analizar las diferencias de agresividad entre estudiantes españoles, mexicanos y chinos de Educación Secundaria. La escala de Conducta Antisocial del Teenage Inventory of Social Skills (TISS) fue administrada a 420 españoles,...

La evidencia empírica ha revelado diferencias culturales en la expresión de la agresividad. El objetivo de este estudio fue analizar las diferencias de agresividad entre estudiantes españoles, mexicanos y chinos de Educación Secundaria. La escala de Conducta Antisocial del Teenage Inventory of Social Skills (TISS) fue administrada a 420 españoles,...

There is a growing body of evidence showing that humans make automatic and reliable personality inferences from facial appearance. Interestingly, it has been robustly shown that the recognition of other-race faces is impaired compared to same-race faces (the so-called other-race effect), with categorization of gender and age also achieved inefficie...

Culture shapes how people gather information from the visual world. We recently showed that Western observers focus on the eyes region during face recognition, whereas Eastern observers fixate predominantly the center of faces, suggesting a more effective use of extrafoveal information for Easterners compared to Westerners. However, the cultural va...

Fixation maps for the EA participants tested in Glasgow and those tested in China with the different Spotlight apertures conditions. No significant difference was found in the eye movement strategies deployed by these two groups of East Asian observers, so the data were collapsed together. Note, that these data also show that short term experience...

QuickTime™ movie of the eye movement strategy deployed by a Western Caucasian observer during the 10 seconds face learning with a 5° Spotlight aperture size. (1.98 MB MOV)

Eye movement strategies employed by humans to identify conspecifics are not universal. Westerners predominantly fixate the eyes during face recognition, whereas Easterners more the nose region, yet recognition accuracy is comparable. However, natural fixations do not unequivocally represent information extraction. So the question of whether humans...

He, L., Cong, F., Liu, Y. & Zhou, X. (2010). The pursuit of optimal distinctiveness and consumer preferences. Scandinavian Journal of Psychology, 51, 411–417. This article investigates the effect of optimal distinctiveness on consumer product consumption. The authors argue that consumers acquire and display material possessions to restore their opt...

Immigration and migration, albeit a steady force throughout human history, are reaching unprecedented proportions. There were 191 million immigrants in 2005, projected to reach 350 million by the year 2025 (United Nations, 2002, 2006). Adding to this statistic are the short-term migrants: assorted sojourners or expatriates, approximately one millio...

People often get what they want from the social system, and that process is aided by social popularity or by having money. Money can thus possibly substitute for social acceptance in conferring the ability to obtain benefits from the social system. Moreover, past work has suggested that responses to physical pain and social distress share common un...

From the Contemporary Chinese Dictionary, 3,159 personality descriptors were selected and then ranked by the frequency of use. Among those, the top 413 terms with the highest frequency were administered to two independent large samples in China for self-ratings and peer ratings to explore the emic Chinese personality structure as well as to test th...

Through three experiments we examined whether the act of rejecting reduces the desire to reconnect with others. In Experiment 1, female participants who had just rejected a job applicant were less motivated to make new friends than the controls. In Experiment 2, female participants who had insufficient justifications to reject a paper were more rel...

The present study examined babies as death anxiety buffers with Chinese participants in three experiments. In Experiment 1, death-related thoughts increased college-aged participants' interest in human babies. In Experiment 2, images of newborn animals reduced the number of death-related thoughts recorded by college-aged participants. In Experiment...

Although previous research has examined cross-cultural differences in personality, many of these studies neglected to first establish that the measures being used were equivalent in meaning across cultures. Using samples of Chinese, Greek, and American respondents, the measurement equivalence of the Big Five Mini-Markers [Saucier, G. (1994). Mini-m...

Four studies tested whether nostalgia can counteract reductions in perceived social support caused by loneliness. Loneliness reduced perceptions of social support but increased nostalgia. Nostalgia, in turn, increased perceptions of social support. Thus, loneliness affected perceived social support in two distinct ways. Whereas the direct effect of...

Social exclusion and monetary loss are perceived as painful. The pain produced by these two kinds of events shares similar psychological and physiological systems with physical pain. Thus, physical pain, social pain, and monetary-loss pain were generally regarded as overlapping pain systems in previous theories. In this article, we propose that soc...

This study evaluated the psychometric properties of the Chinese version of the Social Anxiety Scale for Adolescents (SAS-A) in a sample of 296 adolescents (49% boys) in Grades 7, 8, 9, 10, and 12 with a mean age of 15.52 years. Confirmatory factor analysis replicated the three-factor structure of the SAS-A in the Chinese sample: Fear of Negative Ev...

The concept of offspring provides a symbolic shield against the fear of death. The existential function of offspring was examined in two studies conducted in China employing real-life dependent measures. In Study 1, reminders of death through a word-completion task increased the disapproval of a birth-control policy in China. In Study 2, hospitaliz...

The Questionnaire about Interpersonal Difficulties for Adolescents (QIDA) is a self-report instrument designed to measure adolescents' perceived interpersonal anxiety levels in a wide range of relationships with people of different ages, genders, levels of authority, and levels of intimacy and in several contexts: family, school, friends, opposite...

This article extends Scheffé's modified (sequential) multiple-comparison procedure in one-way analysis-of-variance to other analysis situations, including interaction comparisons in factorial ANOVA designs, tests of partial regression coefficients in multiple-regression analysis, and comparisons of means in one-factor multivariate analyses of varia...