Conference or Conference Paper

Zhang, Yakun and Xiao, Sarah (2019) The interaction effect between online product presentation dynamism and background contextualization on engagement and analytical fluency. In: 48th European Marketing Academy (EMAC) Annual Conference, 27 - 28 May 2019, Hamburg, Germany. (In Press)

Zhang, Yakun and Xiao, Sarah (2018) Harmony is not always better: The effect of visual presentation and content congruence on imagery fluency. In: The 2018 American Marketing Association/American Collegiate Retailing Association (ACRA/AMA) Triennial Conference, 6 – 9 June 2018, Toronto, Canada.

Zhang, Yakun and Xiao, Sarah (2017) To buy but not to keep: The impact of mental imagery discrepancy in E-commerce product return. In: 46th European Marketing Academy (EMAC) Annual Conference, 23 – 26 May 2017, Groningen, Netherlands.