Full-time Professor

Lifeng Yang

Publish Time:2018-08-30

Lifeng Yang

Associate Professor



Research Area

Consumer Behavior;

Consumer Psychology.

Contact Information



Dr. Lifeng Yang is an Associate Professor at SEM. A consumer researcher by training, Dr. Yang received her Ph.D. in Business Administration from Fisher College of Business, the Ohio State University. Prior to Ohio State, Dr. Yang received her M.A. from the University of Illinois at Urbana Champaign, and B.A. from the School of Foreign Studies, South China Normal University.

Research Interests

Dr. Yang’s research has focused on the understanding of how persuasion takes effect on attitudes that are ambivalent; how consumer heterogeneity affects the perception of advertising messages; how cause-related marketing may or may not be well received; and how branding strategies should be differentiated.

Dr. Yang has presented her research at the Association for Consumer Research conferences, the Society for Consumer Psychology conferences, the American Marketing Association conference, Indiana University Kelly School of Business, Tulane University Freeman School of Business, University of Alabama at Birmingham, Peking University Guanghua School of Management, Sun Yat-sen University School of Management, etc. Her research publications can also be found invarious business research journals.

Selected Publications

Part I: Select Conference Proceedings (* denotes PhD student)

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.

Part II: Journal Publications (* denotes PhD student)

1Howie, 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.

2Yang, Lifeng, Scott Vitell, and Victoria Bush (2017), “Unethically Keeping the Change While Demeaning the Act,” Journal of Consumer Marketing, 34(1), 11-19.

3Cinelli, Melissa D. and Lifeng Yang (2016), “The Role of Implicit Theories in Evaluations of ‘Plus-size’ Advertising,” Journal of Advertising, 45(4), 472-81.

4Yang, 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.

5Yang, 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.

6Bush, 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.