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Wilfrid Laurier University Lazaridis School of Business & Economics
March 28, 2017
Canadian Excellence

Dr. Zhenfeng Ma

Associate Professor of Marketing, Aidan Tracey Fellow

Contact Information
Phone: 519.884.0710 ext.4728
Fax: 519.884.0201
Office Location: P3028
Office Hours: Fall 2012: by appointment
Academic Background

PhD (McGill University), MA (University of International Business and Economics, Beijing), B.A. (Qingdao University, Qingdao).


Zhenfeng Ma has a PhD from McGill University and has previously held a faculty position at the University of Ontario Institute of Technology (UOIT). 

Zhenfeng's current research interests are primarily in the interface between marketing strategy and consumer behavior, with particular application to innovation-related marketing and services marketing.  Several of his ongoing research projects seek to enrich our understanding of the psychological, social, and cultural determinants of consumer adoption of new products and the success and failure of service encounters.  His research has appeared in Journal of Marketing, Journal of Advertising Research, Journal of Evolutionary Economics, and other academic journals.  


Innovation-related marketing, Services Marketing, Consumer Behavior, Marketing Strategy.


Ma, Zhenfeng, Tripat Gill, and Ying Jiang (forthcoming), "Core vs. Peripheral Innovations: The Effect of Innovation Locus on Consumer Adoption of New Products," Journal of Marketing Research. 

Ma, Zhenfeng, Zhiyong Yang, and Mehdi Mourali (2014), "Consumer Adoption of New Products: Independent Versus Interdependent Self-Perspectives," Journal of Marketing: March 2014, Vol. 78, No. 2, pp. 101-117.

Ma, Zhenfeng and Laurette Dubé (2011) Process and Outcome Interdependency in Frontline Service Encounters. Journal of Marketing: May 2011, Vol. 75, No. 3, pp. 83-98.

Vakratsas, Demetrios and Zhenfeng Ma (2008), “Firm Adaptiveness and Performance Heterogeneity: The Case of Sales-Advertising Dynamics in an Evolving Product Market,” Journal of Evolutionary Economics.

Vakratsas, Demetrios, and Zhenfeng Ma (2005), “A Look at the Long-run Effectiveness of Multi-Media Advertising and Its Implications for Budget Allocation Decisions,” Journal of Advertising Research, 45 (2).