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杨丽凤


杨丽凤

副教授


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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


联系方式

yanglf@@shanghaitech.edu.cn





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



研究成果I: 代表性学术会议论文  (*为所指导的博士生)

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.

研究成果II:  学术期刊论文

1). Bush, Victoria D., Lifeng  Yang, and Katerina E. Hill* (2015), “The Ambivalent Consumer: A  Sequential

Investigation of Response Amplification in Buyer-Seller Encounters,”  Journal of Marketing Theory and

Practice, 23,  402-14.

2). Howie, Katharine*, Lifeng Yang, Scott  Vitell, Victoria Bush and Douglas Vorhies (2015), “Cause-Related

Marketing with  Consumer Participation and the Reactance Response,” accepted,  Journal of Business

Ethics.  

3). Yang,  Lifeng and H. Rao Unnava (2016), “Preference for Negative Reviews When  Forming Attitudes:

The Moderating Role of Ambivalence,” Psychology  and Marketing, 33 (5), 331-43.

4). Yang,  Lifeng and H. Rao Unnava (2016), “Tipping the Purchase with Implicit  Priming: Influencing the

Behaviors of Ambivalent Consumers with Valenced  Primes,” Journal of Marketing Theory and Practice, 24  

(4), 442-61.

5). Yang, Lifeng, Scott Vitell, and  Victoria Bush (2017), “Unethically Keeping the Change While Demeaning

the Act,”  forthcoming, Journal of Consumer Marketing.

6).  Cinelli, Melissa D. and Lifeng Yang (2017), “The Role of  Implicit Theories in Evaluations of ‘Plus-size’

Advertising,” forthcoming,  Journal of Advertising






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