"Consumer Deliberation and Product Line Design."

Guo, Liang and Juanjuan Zhang. Marketing Science Vol. 31, No. 6 (2012): 995-1007.

"Rational Herding in Microloan Markets."

Zhang, Juanjuan, and Peng Liu. Management Science Vol. 58, No. 5 (2012): 892-912. Financial Times. MIT Sloan. Boston Herald. Federal Reserve Bank of Boston. Forbes. Online Appendix.

"How Does Popularity Information Affect Choices? A Field Experiment."

Tucker, Catherine, and Juanjuan Zhang. Management Science Vol. 57, No. 5 (2011): 828-842. Appendix.

"The Perils of Behavior-Based Personalization."

Zhang, Juanjuan. Marketing Science Vol. 30, No. 1 (2011): 170-186. Finalist, 2011. John D. C. Llittle Award.

"Growing Two-Sided Networks by Advertising the User Base: A Field Experiment."

Tucker, Catherine, and Juanjuan Zhang. Marketing Science Vol. 29, No. 5 (2010): 805-814.

"Why Are Bad Products So Hard to Kill?"

Zhang, Juanjuan, and Duncan Simester. Management Science Vol. 56, No. 7 (2010): 1161-1179.