Zhenling Jiang

Zhenling Jiang

Assistant Professor of Marketing


Zhenling Jiang is an Assistant Professor of Marketing at the Wharton School, University of Pennsylvania. She specializes in using econometric methods to study consumer behavior and market dynamics. Her research combines structural modeling, machine learning, and causal inference. Her areas of interest include consumer finance, economic inequality, search behavior, and behavioral economics. Methodologically, she aims to integrate machine learning with structural estimation and causal inference.

Download my Curriculum Vitae.


  • Consumer Financial Market
  • Consumer Search for Information
  • Loyalty Program


  • Ph.D. in Marketing, 2013 - 2019

    Washington University in St. Louis

  • M.A. in International Economics and Finance, 2006 - 2008

    Brandeis University

  • B.A. in Economics, 2002 - 2006

    Nankai University

Journal Articles

(2024). Estimating Parameters of Structural Models Using Neural Networks. Accepted at Marketing Science.


(2024). Referral Contagion: Downstream Benefits of Customer Referrals. Accepted at Journal of Marketing Research.

DOI Abstract Harvard Business Review

(2023). Designing Dealer Compensation in the Auto Loan Market: Implications from a Policy Experiment. Marketing Science, 42 (5), 958-983.

DOI Abstract

(2022). The Value of Verified Employment Data for Consumer Lending: Evidence from Equifax. Marketing Science, 41 (4), 367-386.

DOI Abstract

(2021). How Does Bonus Payment Affect Auto Loan Demand and Delinquency?. Journal of Marketing Research, 58 (3), 476-496.

DOI Abstract The New York Times

(2021). Can Non-tiered Customer Loyalty Programs Be Profitable?. Marketing Science, 40 (3), 508-526.

DOI Abstract

(2021). Consumer Search and Purchase: An Empirical Investigation of Retargeting Based on Consumer Online Behaviors. Marketing Science, 40 (2), 219-240.

DOI Abstract

Selected Work in Progress

Machine Learning and Prediction Errors in Causal Inference.


Data and Analysis for Marketing Decisions
University of Pennsylvania, the Wharton School
Sep 2020 – Present MBA and Undergraduate
Wharton Teaching Excellence Award - 2020, 2021.
Introduction to Structural Modeling
Georgia State University, J. Mack Robinson College of Business
Jan 2020 – May 2020 Doctoral seminar
Data Driven Marketing
Georgia State University, J. Mack Robinson College of Business
Jan 2020 – May 2020 Graduate