Dr. Lianxi Zhou

Associate Professor

Office: F201A
Phone: 519-824-4102 Ext. 2111
Fax: 519-823-1964


B.Eng., Tianjin, China
M.Sc., Tianjin, China
Ph.D., Concordia


· COST*2020: Information Management
· COST*3030: Research Methods
· COST*3600: Consumer Information Processes
· COST*4600: International Marketing


· Brand image strategies
· Cross-cultural marketing
· Consumer decision making
· Services marketing
· Marketing research methodology
· Consumer information processing


· Association for Consumer Research
· Administrative Association of Canada
· The Academy of Marketing Science


Laroche, M., M. Hui, and L. Zhou (1994), "A Test of the Effects of Competition on Consumer

Brand Selection Processes," Journal of Business Research, 31, 171-181.

Laroche, M., C. Kim, and L. Zhou (1996), "Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context," Journal of Business Research (in press).

Hui, M. and L. Zhou (1996), "How Does Waiting Duration Information Influence Customers' Reactions to Waiting for
Services?", Journal of Applied Social Psychology (in press).

Kim, C., M. Laroche, and L. Zhou (1992), "An Investigation of Ethnicity and Sex-Role

Attitudes as Factors Influencing Household Financial Task Sharing Behavior," in Advances in Consumer Research, 20, 52-58.

Hui, M. and L. Zhou (1993), "The Effects of Waiting Time Information on Consumers' to Delays in Services," Published in the
Proceedings of ASAC (the Administrative Science Association of Canada), 14, 123-131.

Laroche, M., C. Kim, and L. Zhou (1994), "An Empirical Study of the Influence of Ethnicity on the Consumer Brand Selection
Process," Published in the Preceedings of ASAC (the Administrative Science Association of Canada).

Laroche, M., C. Kim, and L. Zhou (1995), "Direct and Indirect Effects of Confidence on Purchase Intention," in Advances in
Consumer Research, 22, 333-339.

Zhou, L., C. Kim, and M. Laroche (1996), A Decision Processes of the Attraction Effect: A Theoretical Analysis and Some
Preliminary Evidence,@ in Advance in Consumer Research, 23, 218-224.

Zhou, L. and M. Hui (1991), "The Evolution of the China's Marketing Distribution System," Presented at ASAC'91 (the
Administrative Science Association of Canada).

Acham, L., Z. Zhang, and L. Zhou (1996), "McDonald's Goes to Beijing," Presented at ASAC'96 (the Administrative Science
Association of Canada),ASAC'96 Case Track.