Yi Zhang

Yi Zhang is an Assistant Professor of Business Administration in the marketing area at Bridgewater College. She received her PhD from Brandeis University in Social Neuroscience and post-doctoral training in Marketing at the University of Virginia Darden School of Business. Her research interests include financial decision-making, emerging social media and consumer neuroscience. She has published on a range of topics, including consumer financial decision making, social influence on consumer willingness-to-pay and social perception.

Lester Tong

Lester’s research focuses on forecasting market-level choices using an affective neuroscience approach. Specifically, he is interested in relating moment-to-moment changes in affect over the course of extended periods (e.g., watching video) to engagement with a product within individuals, and understanding when neuroimaging measurements of these affective states can forecast engagement out-of-sample on the internet.