个人简历
2019. 12 上海市“东方学者”特聘教授
2017.1-上海科技大学创业管理学院, 副教授
2017、2020、2021年度上海科技大学优秀教师
2019年度上海科技大学社会实践优秀指导老师
2020年度上海科技大学创业与管理学院优秀服务奖
2021年度上海科技大学创业与管理学院优秀教学奖
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), 现美国南密西西比大学商学院助理教授
*已毕业博士 Jenni Sipilä (Ph.D. 2017), 现芬兰拉彭兰塔-拉赫蒂工业大学商学院助理教授
研究领域
态度研究；决策研究；
行为科学及行为心理学；
品牌策略；管理策略；营销行为的效应及影响。
主要研究内容
杨丽凤博士主要研究人的态度、行为、决策及心理机制。杨博士的态度研究实验室（Attitude Research Lab）当前侧重于研究人态度、行为、决策的形成及改变机制。当前研究项目包括各种品牌（Branding）策略，说服(Persuasion)策略，管理策略，广告措辞(Framing)效应，人喜好与厌恶并存(Ambivalence)的矛盾态度，信息科技伦理以及人在不同场景中的行为决策研究。
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， **为所指导的上海科技大学本科生。）
Zeng, Qingli**, Sandeep R. Chandukala, Hai Che and Lifeng Yang (2023), “Role of Anchor Emotions on Audience Engagement and Revenew: Evidence from Live Streaming Audio and Video Analysis,” INFORMS Marketing Science Conference.
Yang, Lifeng, Haoyu Liu**, Yilin Zou** and Yi Yang**(2022), “How life Unexpectancies Affect Preference for Novel Food,” Society for Consumer Psychology Annual Conference.
Yang, Lifeng, Guangxin Xie and Yuhao Lu (2021), Self-image on the Line: How Face Payment Fosters Self-regulation in Making Healthier Food choice, Association for Consumer Research Annual Conference.
Liu, Haoyu** and Lifeng Yang (2020), “The Effects of Permutation and Fixed Anchors on Risk Aversion,” INFORMS Marketing Science Annual Conference.
Zhang, Xingya** and Lifeng Yang (2019), Does Mobile Payment Make You Spend More? European Marketing Academy Annual Conference.
Cinelli, Melissa D. and Lifeng Yang (2016), “The Role of Implicit Theories in Evaluations of ‘Plus-size’ Advertising,” Association for Consumer Research Annual Conference.
Howie, Katharine* and Lifeng Yang (2015), “Is Less More for Cause-Related Marketing,” Association for Consumer Research Annual Conference.
Howie, Katharine* and Lifeng Yang (2014), “Consumer Participation in Cause-Related Marketing,” Association for Consumer Research Annual Conference.
Yang, Lifeng and Katharine Howie* (2014), “Positive Effects of Misfit in Sponsorship Relationships: When Misfit Benefits the Brand,” Association for Consumer Research Annual Conference.
Cinelli, Melissa M. and Lifeng Yang (2013), “Estimate Precision,”Association for Consumer Research Annual Conference.
Hybnerova, Kate, Victoria Bush and Lifeng Yang (2013), “Reducing Ambivalence toward Salespeople: An Investigation of Double-Sided Persuation Tacitics,” American Marketing Association Summer Educators' Conference.
Easwar, Karthik and Lifeng Yang (2012), “The Language of Advertising: Examining the Benefit of Construal Matching,” Association for Consumer Research Annual Conference.
Yang, Lifeng and Karthik Easwar (2010), “Matching the Words and the Features: The Effect of Matching Advertisement Language and Products on Attitude,” Behavioral Decision Research in Management Conference.
Yang, Lifeng and H. Rao Unnava (2011), “When Ambivalence Increases Attitude Behavior Correspondence,” Association for Consumer Research Annual Conference.
Yang, Lifeng and H. Rao Unnava (2009), Do It at the Right Time: Exerting Your Self-control, Avoiding the Bad Choice, The 28th Annual Advertising and Consumer Psychology Conference.
Yang, Lifeng and H. Rao Unnava (2009), Attitude Consistent Behavior among High Ambivalence Individuals, Society for Consumer Psychology Annual Conference.
研究成果II：学术期刊论文
Haoyu Liu*, Lifeng Yang**, and Duane T. Wegener (2023), Effects of labeling on risk taking in “leveling-up” decisions: ascending versus descending permutations and ending in terminal values. accepted by Marketing Letters. (Authors contributed equally. **Corresponding author.)
Howie, Katharine*, Lifeng Yang, Scott Vitell, Victoria Bush and Douglas Vorhies (2018), “Cause-Related Marketing with Consumer Participation and the Reactance Response,” Journal of Business Ethics, 147(3), 679-92.
Yang, Lifeng, Scott Vitell, and Victoria Bush (2017), “Unethically Keeping the Change While Demeaning the Act,” Journal of Consumer Marketing, 34(1), 11-19.
Cinelli, Melissa D. and Lifeng Yang (2016), “The Role of Implicit Theories in Evaluations of ‘Plus-size’ Advertising,” Journal of Advertising, 45(4), 472-81.
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.
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.
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.
