上 海 科 技 大 学                创 业 与 管 理 学 院 中文|EngLish




杨丽凤


杨丽凤

副教授


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联系方式

yanglf@shanghaitech.edu.cn

研究领域

消费者行为学,消费者心理学;

品牌策略;营销行为的效应及影响



个人简历



2011.7-- 2016.12 美国,密西西比大学工商管理学院市场营销系, 常任轨制助理教授/博士生导师

   *已毕业博士 Katharine Howie (Ph.D. 2016),现加拿大Lethbridge大学卡尔加里校区商学院助理教授

   *现博士论文委员会成员身份指导密西西比大学经济系博士生 Jeremiah Wills (Ph.D.预计2017年完成)

2006.9 – 2011.6   美国, 俄亥俄州立大学Fisher商学院, 消费者行为学(本科课程)讲师

2005.1--2006.5   美国, 伊利诺伊大学香槟分校心理学系发展心理学研究方法(本科课程),心理学统计方法(本科课程,研究生课程)助教.

2003.8—2004.12 美国, 伊利诺伊大学香槟分校应用语言学系英语二语习得/教育所,英语二语习得/教育

           研究助理及图书馆馆员。





主要研究内容


      杨丽凤博士主要研究人们对品牌,市场,企业,以及政府在信息推广中涉及的各种营销推

广行为的态度,心理,及行为表现。杨博士当前侧重于研究各种品牌策略,说服(Persuasion)

策略,广告措辞(Framing)效应,人喜好与厌恶并存(Ambivalence)的矛盾态度, 以及赞助营销

行为(Cause-Related Marketing)效应。


代表性论文


1). Yang, Lifeng and H. Rao Unnava (2011), “When Ambivalence Increases Attitude Behavior Correspondence,” NA - in Advances in Consumer Research, Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN: Association for Consumer Research.


2). Easwar, Karthik and Lifeng Yang (2012), “The Language of Advertising: Examining the Benefit of Construal Matching,” NA - in Advances in Consumer Research, Volume 40, eds. Zeynep Gurhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN: Association for Consumer Research.


3). Cinelli, Melissa M. and Lifeng Yang (2013), “Estimate Precision,” NA - in Advances in Consumer Research, Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN: Association for Consumer Research.


4). Yang, Lifeng and Katharine Howie* (2014), “Positive Effects of Misfit in Sponsorship Relationships: When Misfit Benefits the Brand,” NA -  in Advances in Consumer Research, Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN: Association for Consumer Research.


5). Howie, Katharine* and Lifeng Yang (2014), “Consumer Participation in Cause-Related Marketing,” NA - in Advances in Consumer Research, Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN: Association for Consumer Research.


6). Howie, Katharine* and Lifeng Yang (2015), “Is Less More for Cause-Related Marketing,” NA - in Advances in Consumer Research, Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research.


7). Cinelli, Melissa D. and Lifeng Yang (2016), “The Role of Implicit Theories in Evaluations of ‘Plus-size’ Advertising,” NA - in Advances in Consumer Research, Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research.




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