Yang Yang

Yang Yang

  • JCPenney Professor
  • Associate Professor

Location

  • Warrington College of Business
  • Marketing Department
  • Stuzin Hall 262
HomepageCVScholarly Works

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.

Expertise and interest areas

  • Artificial Intelligence and Algorithmic Bias
  • Consumption Experience
  • Judgment and Decision Making
  • Social Influence
  • Technology and Consumers

News

  • Sentimental Value – November 17, 2016 – Imagine two scenarios—a bicycle you purchased for yourself and a bicycle you received from a loved one. Under which of these two scenarios would the…

Courses taught

  • Product Development and Management (MAR6833)
  • Product Development and Management (MAR6839)
  • Workshop in Marketing Research (MAR7925)

Education

  • PhD – Marketing, Carnegie Mellon University, 2015

PhD students advised

  • 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

Journal article publications

  • 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