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There’s a good reason Assistant Professor of Marketing Ying Zeng studies consumer decision-making: she considers herself terrible at it. Holding up a handful of “blind box” collectibles, she admitted, “You can’t imagine how many blind boxes I’ve bought.” As she contemplated one of her treasures, she couldn’t help but point out that it’s actually ugly. “I am a bad decision maker, extremely bad.”

So why does she—or anyone—buy them? For Zeng, one explanation is they fuel her research into why consumers—herself included—make inconsistent and irrational choices. There’s an adage that we teach what we most need to learn. “Exactly,” said Zeng.

One decision she never questions, however, is joining Leeds.

A work-life balance and then some

After studying and teaching in Peking, Chicago and Toronto, Boulder is the first small city Zeng has lived in—and it feels like an ideal fit.

“Usually, academic scholars make our career choices based on two aspects. One is what’s best for our career development, and the other is what’s best for our life in general. For me, Leeds is a perfect balance of both.”

She was drawn early on to Leeds’ Marketing division, which she describes as “top tier,” with a global reputation and faculty whose work she has long admired. Applying only to “top” PhD programs, Leeds was on her list. She ultimately earned her doctorate from the University of Toronto, but Leeds never left her mind. “Now I'm very fortunate to be a faculty member, which means I am technically allowed to stay forever,” she quipped.

Valuing excellence is central to Zeng’s experience. “Leeds has a strong culture of high standards and continuous improvement, which has pushed me to be more rigorous and intentional in both my research and teaching. I’m constantly encouraged to aim higher and create meaningful impact in the field.”

“I’m constantly encouraged to aim higher and create meaningful impact in the field.”

Ying Zeng, Assistant Professor of Marketing

Academic excellence in the classroom

Since her arrival in 2024, Zeng has been impressed with Leeds students. Her undergraduate marketing research course is “very hardcore”—full of technical concepts, causal thinking and philosophical underpinnings. But Leeds students rise to the challenge.

“They’re amazing at understanding complex concepts, handling the homework, working on group projects and the case analysis.” Students are curious and thoughtful, asking high-quality, advanced questions, she said.

More importantly, she sees them as generous. “They’re not trying to refrain from sharing things by viewing others as competitors … they love their classmates, the class, what they're working on and what they study. That enthusiasm and optimism make me feel lucky to teach them.”

Graduate students show the same drive—smart, hardworking and “genuinely curious about scientific questions.” They aren’t simply checking boxes. “They’re here to really learn, grow and contribute to knowledge. That is something I find very precious.”

Working with PhD students has also been gratifying. One sometimes texts her at 10 p.m. with new ideas—not something she encourages—but the work ethic and dedication inspire her. “I’m advising them, but I’m also learning from them.”

Research that really makes a difference

Zeng’s own habits feed her research. “I am so obsessed with buying random, weird things that make me feel somewhat self-reflective and self-conscious. This drives me to understand the psychology underlying that.”

Looking at one of her blind-box collectibles, she reflected: “The more I stare at it, the more it starts to transfer from ugly to attractive to me.” Such purchases, she noted, are how “we connect with the world, with other people and with ourselves.” These choices defy cost-benefit analysis and cold, rational thinking, she said.

“One big stream of my research is on consumer attitude expression.” She studies why consumers chase high ratings and low prices only to regret poor-quality purchases later, which often leads to waste. The findings have garnered attention in mainstream media, including The Wall Street Journal.

New research explores why e-commerce platforms are saturated with five-star reviews, determining that social norms discourage lower scores. “But if every product gets five stars, it’s hard for consumers to tell high quality from low quality,” she said.

The practical solution: “Use review sites to guide your decisions.” Goodreads is one example—though owned by Amazon, its reviews tend to be more thoughtful because they’re less sales-driven.

Her broader aim is a “win-win-win”—benefiting businesses, consumers and policymakers. Businesses can improve products and innovation, consumers can enhance their lives, and governments can make more effective regulations that keep consumer welfare top of mind.

Five stars for Leeds

Having grown up in southwest China and lived in major cities, Boulder’s outdoor culture has been a welcome—and humbling—shift for Zeng. She arrived thinking she was a competent skier only to realize, “No, I’m elementary-school level!”

The challenge motivates her. “With all these mountains and everyone being so good, I have so much to learn, and I find it super rewarding.” Boulder’s active lifestyle has also nudged her into going to the gym and enjoying K-pop dancing, helping her balance fun with academic rigor.

The Leeds community makes all the difference. “Both our faculty members and our students are real gems. There’s a real sense of respect, openness and support that makes it easy to ask questions, exchange ideas and build things together.”

And that is—unequivocally—her unbiased rating.