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Guangzhi (Terry) Zhao

Marketing Department Chair, Associate Professor of Marketing
Guangzhi (Terry) Zhao

Research Area

Consumer behavior, advertising, promotion, and social marketing.


Guangzhi (Terry) Zhao is Associate Professor of Marketing in the Joseph A. Sellinger, S.J., School of Business and Management at Loyola University Maryland. He received his Ph.D. from the University of California, Irvine and his Master degree in Economics from the Sun Yat-sen University, China. Terry has taught Ph.D. seminars, graduate (MBA, EMBA, PMBA) classes, and undergraduate courses including Promotion Strategies, Marketing Communication, Consumer Behavior, etc. His research focuses on consumer behavior, advertising, promotion, and social marketing. Terry's research has been published in several top marketing journals including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Personal Selling and Sales Management, Journal of Promotion Management, and others.

Academic Degrees

PhD, University of California, Irvine
ME, Sun Yat-sen University, China

Representative Publications


Lefa Teng, Guangzhi Zhao, Feng Lia, Lu Liu, and Lulu Shen (2019), “Increasing the persuasiveness of anti-drunk driving appeals: The effect of negative and positive message framing,” Journal of Business Research, 103 (10), 240-249

Teng, Lefa, Guanzhi Zhao, Yuanyuan Wu, Hongyu Fu, and Jiajing Wang (2018), “Positive versus Negative Messaging In Discouraging Drunken Driving: Matching Behavior Consequences With Target Groups,” Journal of Advertising Research, (Published online on September 19, 2018:

Cai, Yuanyuan, Guangzhi Zhao, and Jiaxun He (2015) “How Does Intergenerational Communication Influence Brand Equity? An Empirical Study in China,” Journal of Business Research, 68 (3), 553-560.


Zhao, Guangzhi, Darrel D. Muehling, and Ioannis Kareklas (2014), “Remembering the Good Old Days: The Moderating Role of Consumer Affective State on the Effectiveness of Nostalgic Advertising,” Journal of Advertising, 43(3), 244-255.


Zhao, Guangzhi, Weiwei Li, Lefa Teng, Taihong Lu (2014), “The Moderating Role of Consumer Self-Concept on the Effectiveness of Two Nostalgia Appeals,” Journal of Promotion Management , 20 (1), 1-19.


Chai, Junwu, Guangzhi Zhao, and Barry Babin (2012), “An Empirical Study on the Impact of Two Types of Goal Orientation and Salesperson Perceived Obsolescence on Adaptive Selling,” Journal of Personal Selling and Sales Management , 32 (2), 261-274.


Dipayan Biswas, Guangzhi Zhao, and Donald Lehmann (2011), “The Impact of Sequential Data on Consumer Confidence in Relative Judgments,” Journal of Consumer Research, 37 (February), 874-887.


Zhao, Guangzhi and Connie Pechmann (2007), “The Impact of Regulatory Focus on Adolescents Response to Antismoking Ad Campaigns,” Journal of Marketing Research, 44 (November), 671-687.


Pechmann, Connie., Guangzhi Zhao, Marvin. E. Goldberg, and Ellen. T. Reibling (2003), “What to Convey in Antismoking Ads for Adolescents? The Use of Protection Motivation Theory to Identify Effective Message Themes,” Journal of Marketing, 67 (April), 1-18. (Lead article)