Yang Yang

Professor Yang Yang received her Ph.D. from Carnegie Mellon University and teaches Product Development and Management to master’s and MBA students at the University of Florida.

Her research focuses on consumer decisions, predictions, and experiences, and it offers implications for consumer welfare, marketing practice, and public policy. Her recent work investigates, for example, why people fail to choose colleges that will lead to higher lifetime earnings, why they believe and share misinformation, why disadvantaged consumers are reluctant to adopt algorithms that would benefit them, and why highly eco-friendly products are less successful than they should be. Yang’s research has been published in top-tier academic journals such as Journal of Consumer Research, Journal of Marketing Research, Organizational Behavior and Human Decision Processes, and Journal of Personality and Social Psychology. Her work has been covered by prominent media outlets such as The New York Times, The Wall Street Journal, Forbes, The Washington Post, The Atlantic, Harvard Business Review, and Chicago Booth Review. She was named the Marketing Science Institute Young Scholar in 2019.

• Sujin Park — 2022 — Current
• Tongmao Li — 2023 — Current
• Yuhao Lu — 2023 — Current
• Yvonne Huang — 2021 — Current
• Soo Yon Ryu — 2020 — 2025
• Xiang Wang — 2018 — 2023
• Minzhe Xu — 2018 — 2022
• Xilin Li — 2018 — 2022
• Camilla Song — 2017 — 2021
• Lana Nan — 2017 — 2021
• Sang Kyu Park — 2017 — 2021
• Xiang Li — 2016 — 2019
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• Rejections Are Stickier than Choices
  Status: Published
  Journal: Journal of Marketing Research
  Published Year: 2025
  Authors: Minzhe Xu, Yang Yang, Chris Janiszewski
• Rejections Are More Contagious Than Choices: How Another’s Decisions Shape Our Own
  Status: Published
  Journal: Journal of Consumer Research
  Published Year: 2023
  Authors: Xianglan Nan, Sang Park, Yang Yang
• Relevance Insensitivity: A Framework of Psychological Biases in Consumer Behavior and Beyond
  Status: Published
  Journal: Consumer Psychology Review
  Published Year: 2023
  Authors: Yang Yang, Xilin Li, Chris Hsee
• Early Cost Realization and College Choice
  Status: Published
  Journal: Journal of Marketing Research
  Published Year: 2022
  Authors: Haewon Yoon, Yang Yang, Carey Morewedge
• Prediction Biases: An Integrative Review
  Status: Published
  Journal: Current Directions in Psychological Science
  Published Year: 2021
  Authors: Yang Yang, Chris Hsee, Xilin Li
• Relevance Insensitivity: A New Look at Some Old Biases
  Status: Published
  Journal: Organizational Behavior and Human Decision Processes
  Published Year: 2019
  Authors: Christopher Hsee, Yang Yang, Xilin Li
• The Mere Urgency Effect
  Status: Published
  Journal: Journal of Consumer Research
  Published Year: 2018
  Authors: Meng Zhu, Yang Yang, Christopher Hsee
• When It Could Have Been Worse, It Gets Better: How Favorable Uncertainty Resolution Slows Hedonic Adaptation
  Status: Published
  Journal: Journal of Consumer Research
  Published Year: 2017
  Authors: Yang Yang, Yangjie Gu, Jeff Galak
• Lay Rationalism: Individual Differences in Using Reason versus Feelings to Guide Decisions
  Status: Published
  Journal: Journal of Marketing Research
  Published Year: 2015
  Authors: Christopher Hsee, Yang Yang, Xingshan Zheng, Hanwei Wang
• Sentimental Value and Its Effect on Hedonic Adaptation
  Status: Published
  Journal: Journal of Personality and Social Psychology
  Published Year: 2015
  Authors: Yang Yang, Jeff Galak
• The Mere Reaction Effect: Even Non-positive and Non-informative Reactions Can Reinforce Actions
  Status: Published
  Journal: Journal of Consumer Research
  Published Year: 2015
  Authors: Christopher Hsee, Yang Yang, Bowen Ruan
• How Perceptions of Temporal Distance Influence Satiation
  Status: Published
  Journal: Journal of Experimental Social Psychology
  Published Year: 2014
  Authors: Jeff Galak, Joseph Redden, Yang Yang, Ellie Kyung
• Framing Influences Willingness to Pay but Not Willingness to Accept
  Status: Published
  Journal: Journal of Marketing Research
  Published Year: 2013
  Authors: Yang Yang, Joachim Vosgerau, George Loewenstein
• Wealth, Warmth and Wellbeing: Whether Happiness is Relative or Absolute Depends on Whether It Is about Money, Acquisition, or Consumption
  Status: Published
  Journal: Journal of Marketing Research
  Published Year: 2009
  Authors: Christopher Hsee, Yang Yang, Naihe Li, Luxi Shen
• Specification Seeking: How Product Specifications Influence Consumer Preference
  Status: Published
  Journal: Journal of Consumer Research
  Published Year: 2009
  Authors: Christopher Hsee, Yang Yang, Yangjie Gu, Jie Chen
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