Zihan Zhang

Zihan Zhang is a Master student in Economics and Management Science at Humboldt University of Berlin, Germany. She holds her bachelor's degree in Business Administration at HU, mainly focusing on online marketing. At the moment she is working on her master thesis in the Marketing faculty, with a focus on advertising.

Her master thesis aims to measure the impacts of different types of debunking messages on consumers' purchase intention and willingness-to-pay for certain products. In order to measure customers' preferences as well as demands on the product for the comparison across these experimental groups, the Choice-based conjoint analysis is conducted after the misinformation and the debunking treatments respectively. The Choice-base conjoint would help understand the effect of debunking messages on demand, i.e., whether they work or not.