Alex Zhao

PhD Applicant in Consumer Behavior & Marketing

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I am a PhD applicant with research interests and experiences in consumer behavior, mating motives & signaling, judgment & decision making, and product anthropomorphism. I recently completed my M.S. in Business Analytics at UC Davis (2025) and hold a B.S. in Marketing from Xiamen University (2024).

Research Interests

My research focuses on understanding consumer psychology through multiple theoretical lenses:

  • Mating Motives & Signaling
  • Sunk Cost Bias
  • Judgment & Decision Making
  • Appearance-Function Tradeoffs
  • Product Anthropomorphism
  • Social Distance

Research Experience

I have contributed to published research in the Journal of Consumer Research and conducted independent studies on mating psychology and consumer behavior. My work combines experimental design (field, lab, and online experiments) with statistical analysis to understand complex consumer phenomena.

Research Skills: Experimental design, statistical analysis (logistic regression, ANOVA, mediation analysis), field study coordination, data collection and analysis

I am seeking PhD opportunities to advance consumer behavior research and contribute to our understanding of the psychological mechanisms driving consumer decisions.

Extracurricular Activities

Rugby Experience

2024-present: San Francisco Touch Rugby Team

  • Competed in United States Touch Rugby Tournament, Phoenix, AZ (2024)

2023-present: Federation of International Touch (FIT) Certified Referee

2021-2024: Xiamen Typhoon Rugby Team

2020-2024: Xiamen University Rugby Team

  • Competed in China National Rugby Tournament (2023, 2024)
  • Competed in China National Beach Rugby Tournament (2022, 2023)

Rugby and consumer behavior research represent the twin pillars of my intellectual and personal development. Both pursuits demand rigorous analytical thinking, strategic decision-making under pressure, and unwavering commitment to excellence. The sport has instilled in me the fundamental principle of integrity—the spirit of rugby—which emphasizes respect, honesty, and ethical conduct both on and off the field. These values directly inform my approach to academic research, where methodological rigor and ethical considerations are paramount.

The parallels between rugby and research extend beyond character development. Both require systematic preparation, collaborative teamwork, adaptive problem-solving, and the ability to perform under pressure. Just as rugby teaches one to analyze opponent strategies and adjust tactics in real-time, consumer behavior research demands the ability to interpret complex data patterns and modify theoretical frameworks based on empirical evidence. My experience as a certified referee has further honed my skills in objective observation, fair judgment, and clear communication—competencies that translate directly to academic peer review and research collaboration.

These twin passions represent lifelong commitments that will continue to shape my perspective as a scholar and contribute to my development as a researcher dedicated to understanding the nuanced complexities of human behavior.