Lili Zou is an Assistant Professor of Marketing at the School of Management and Economics, The Chinese University of Hong Kong, Shenzhen. She received her Ph.D. degree in Marketing from School of Business, The University of Hong Kong. Her research interests mainly focus on customer-based strategies, including AI-user interaction, crowding management, and customer relationship management.



1.     Lili Wenli Zou, Ricky Y.K. Chan (2019), "Why and When Do Consumers Perform Green Behaviors? An Examination of Regulatory Focus and Ethical Ideology", Journal of Business Research, 94, 113-127.

2.     Lili Wenli Zou, Chi Kin (Bennett) Yim, Kimmy Wa Chan (2022), "How Firms Can Create Delightful Customer Experience? Contrasting Roles of Future Reward Uncertainty", Journal of Business Research, 147, 477-490



NSFC (No. 7190217) : Customer Crowding Dilemma Management: Role of Incidental Similarity in Alleviating Customers' Perceptions of Crowding, Its Underlying Mechanism, and Boundary Conditions; 180,000RMB, 2020.01-2022.12

Papers Under Revision:

1. Lili Wenli Zou, Mengxin Li, Cheng Yi, and Harry J. Wang, "Digital Resilience to Covid-19: Evidence from the Medical Aesthetics Industry", Revise and Resubmit at Production and Operations Management.

2. Lili Wenli Zou, & Chi Kin (Bennett) Yim, "Customer Traffic and Customer Experience: Creating a Contrived Similarity to Address the Crowding Dilemma", Revise and Resubmit at International Journal of Research in Marketing.

Working Papers & Work in Progress:

1. Politeness in AI-Human Communication: Evidence from AI-Based Facial Diagnosis Systems",

 with Mengxin Li, Cheng Yi, and Harry J. Wang.

2. Should AI Lie? Evidence from AI-Based Facial Diagnosis Systems", with Mengxin Li, Cheng Yi, and Harry J. Wang.

3. “The Value of Beauty: How Visual Design of Earnings Call Conference Slides Influences Investor Behaviors", with Claudia Townsend, Rui Shen, and Jian Zhang, Xinyu Zhu.

4. "React or Regulate: How Self-Construal Determines the Effect of Social Crowding on Immoral Behaviors", with Yunjia Chi, Fu'e Zeng, Michelle Andrews, Chenglu Wang.

5. "Social Crowding vs. Spatial Crowding: Differential Influences on Customers' Preference for Anthropomorphized Self-Service Technologies", with Chi Kin (Bennett) Yim and Echo W. Wan.

6. "Ambidexterity in Professional Services: Impact of Asymmetries between Service and Sales", with Chi Kin (Bennett) Yim, Kimmy W. Chan, and Helen H. Zhao

7. "Morality Salience and Anthropomorphism Preference", with Yoonji Shim.