Faculty & Research

Yi Zhang

Yi Zhang, Senior Lecturer and Batten Institute Fellow

  • BS, Peking University; MA, PhD, Brandeis University
Office: FOB 112
Phone: +1-434-924-7616
Email: ZhangY@darden.virginia.edu

More Information


Yi Zhang teaches consumer psychology in the Marketing area at Darden. Yi is a behavioral scientist whose work bridges affective neuroscience and consumer behavior. She is broadly interested in the role of affect and motivation underlying behaviors such as food consumption, financial decision making and innovation. Her research addresses psychological and contextual factors that improve decision making in areas such as food choices, spending and product development.   

Prior to joining Darden, Yi worked as a Behavioral Scientist and the Director of Consumer Subconscious Research Lab at Sentient Decision Science (a boutique market research firm)in Portsmouth, NH. During that time, she established a state-of-art neurophysiology (32-channel dense array EEG) and eye-tracking research lab, and provided services to a variety of clients in the consumer package goods and telecommunication industries.  




Consumer Behavior
Affect and Emotions
Social Neuroscience
Conjoint Analysis

MBA Course

Consumer Psychology