Ziwei Wei
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Mail code: 4106Campus: Tempe
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Student Information
Graduate StudentBusiness Administration (Marketing)
W. P. Carey School of Business
Ziwei Wei is a Ph.D. candidate in Marketing at Arizona State University’s W. P. Carey School of Business, specializing in consumer behavior. Her research focuses on two interconnected areas: social perception and experiential consumption. She investigates how hardship disclosures influence voting decisions in competitive contexts, uncovering a self–other asymmetry in emotional impact. In parallel, she examines how consumers navigate solo consumption and the tension between privacy concerns and personalization benefits in data disclosure. Ziwei’s work has been presented at leading conferences such as ACR and Winter AMA. She employs a mixed-methods approach—including lab experiments, meta-analyses, and multi-country surveys—to generate insights that are both theoretically meaningful and practically relevant for marketers, policymakers, and consumers.
Social Perception, Experiential Consumption, Memory, Inference Making.
Weingarten, Evan, and Ziwei Wei. "Nostalgia and Consumer Behavior." Current Opinion in Psychology (2023): 101555.
Wei, Ziwei, Evan Weingarten, and Adriana Samper, “Merit over Misfortune: The Overestimated Impact of Hardship Appeals in Consumer Decision-Making,” invited for 2nd round review, Journal of Consumer Research.
Weingarten, Evan, Ziwei Wei, Constantine Sedikides, Tim Wildschut, “Principles of Nostalgia: Meta-Analytic Tests,” under review at Journal of Experimental Social Psychology.
Courses
2024 Summer
| Course Number | Course Title |
|---|---|
| MKT 402 | Consumer Behavior |
2023 Summer
| Course Number | Course Title |
|---|---|
| MKT 402 | Consumer Behavior |
Wei, Ziwei*, Evan Weingarten, and Adriana Samper (2025), “Merit over Misfortune: The Overestimated Impact of Hardship Appeals in Consumer Decision-making,” Paper Presentation, University of Houston Marketing Ph.D. Symposium, April 11-12
Wei, Ziwei*, Jiye You, Adriana Samper, and Monika Lisjak (2025), “Identity-Relevant Purchases in Anticipation of Ordinary Versus Extraordinary Experience,” Poster, ASU | UA Research Symposium, April 4
Wei, Ziwei*, Evan Weingarten, and Adriana Samper (2025), “Merit over Misfortune: The Overestimated Impact of Hardship Appeals in Consumer Decision-making,” Paper Presentation, American Marketing Association, Winter Conference, February 14-16
Wei, Ziwei*, Evan Weingarten, and Adriana Samper (2023), “America’s Got Sob Story or Talent? The Influence of Hardship in Merit-based Decisions,” Paper Presentation, Association for Consumer Research, Annual Conference, October 26-28
Wei, Ziwei*, Evan Weingarten, and Adriana Samper (2023), “America’s Got Sob Story or Talent? The Influence of Hardship in Merit-based Decisions,” Poster, UA | ASU Research Symposium, March 17