Biography
2019.11 - 2022.11 Distinguished Professor, Oriental Scholars of Shanghai Universities
2017.1 - present Associate Professor of Entrepreneurship and Management of ShanghaiTech University
2017, 2020, 2021 Outstanding Professor of the Year, ShanghaiTech University
2019 Outstanding Faculty Mentor for Students' Social Practice, ShanghaiTech University
2020 Outstanding Service Award, School of Entrepreneurship and Management, ShanghaiTech University
2021 Outstanding Teaching Award, School of Entrepreneurship and Management, ShanghaiTech University
2011.7 - 2016.12 Assistant Professor of Marketing at School of Business Administration in University of Mississippi
Ph.D. Students in Marketing：
- Katharine Howie, PhD 2016, Current Position: Assistant Professor of Marketing, University of Southern Mississippi, MS, U.S.A.
- Jenni Sipilä, PhD 2017, Current Position: Assistant Professor of Marketing, Lappeenranta University of Technology, Finland
Research Area
Attitude Research; Decision Research;
Behavioral Science and Behavioral Psychology;
Brand Strategy; Management Strategy; The Effects of Information Science and Technology on Human Behavior
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 Management, 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)
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.
Part II: Journal Publications (* denotes PhD student)
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.
