SELECT RECENT AWARDS & HONORS

Franco Nicosia Best Competitive Paper Award, Association for Consumer Research

Overall Winner Award, The Case Centre

Excellence in Teaching Award, Johns Hopkins University Alumni Association

Dean’s Award for Faculty Excellence, Johns Hopkins Carey Business School

Black & Decker Competitive Research Grant

Prix du Meilleur Cas Pédagogique en Marketing, Association Française du Marketing (Best Marketing Case Award, the French Association of Marketing)

Competitive Research Data Grant, Wharton Customer Analytics Initiative, the Wharton School

Competitive Research Grant, Institute on Asian Consumer Insight

Association for Consumer Research – Sheth Foundation Doctoral Dissertation Award

Fellow, American Marketing Association – Sheth Doctoral Consortium

INSEAD Fellowship

 

SELECT RECENT PUBLICATIONS

Yang, Haiyang, Antonios Stamatogiannakis, Amitava Chattopadhyay (2015), “Pursuing Attainment versus Maintenance Goals: The Interplay of Self-Construal and Goal Type on Consumer Motivation,” Journal of Consumer Research, 42, 93-108.

Yang, Haiyang, Amitava Chattopadhyay, Kuangjie Zhang, and Darren Dahl (2013), “Unconscious Creativity: When can Unconscious Thought Outperform Conscious Thought?”, Journal of Consumer Psychology, 22(4), 573.

Yang, Haiyang, Ziv Carmon, Barbara Kahn, Anup Malani, Janet Schwartz, Kevin Volpp, and Brian Wansink (2012), “The Hot-Cold Decision Triangle: A Framework for Healthier Choices,” Marketing Letters, 23, 457–472.

Maddux, Will, Haiyang Yang, Carl Falk, Hajo Adam, Wendi Adair, Yumi Endo, Ziv Carmon, and Steve Heine (2010), “For Whom is Parting from Possessions More Painful: Cultural Differences in the Endowment Effect,” Psychological Science, 21(12), 1910–1917.

Yang, Haiyang and Ziv Carmon (2010), “Consumer Decision Making,” in Wiley International Encyclopedia of Marketing, eds. Jagdeth Sheth and Naresh Malhotra, New York: Wiley.

 

UNDER REVISION

“Having More Possessions can be Less Satisfying” with Ziv Carmon, and Ravi Dhar

“The Feeling of Not Knowing: Why Teaching More can Make Students Feel that They Learned Less” with Ziv Carmon, Dan Ariely, and Michael I. Norton

”The Infectious Impact of Counterfeiting” with Moty Amar, Dan Ariely, and Ziv Carmon

“The Exciting Asymmetry Effect” with Jonathan Luffarelli and Antonios Stamatogiannakis

 

SELECT CONFERENCE PROCEEDING PUBLICATIONS

Jonathan Luffarelli, Antonios Stamatogiannakis, and Haiyang Yang (2016) ,”The Exciting Asymmetry Effect: the Interplay of Logo Design and Brand Personality on Brand Equity”, in Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research.

Moty Amar, Haiyang Yang, Ziv Carmon, and Dan Ariely (2016) ,”How Counterfeiting Contaminates the Efficacy of Authentic Products”, in Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research.

Yang, Haiyang and Leonard Lee (2015), “Instantaneously Hotter: The Dynamic Revision of Beauty Assessment Standards,” in Advances in Consumer Research, Vol. 42, eds. June Cotte and Stacy Wood, Duluth, MN: Association for Consumer Research.

Yang, Haiyang and Amitava Chattopadhyay (2014), “Towards Understanding Creative Ingenuity in Dire Situations,” in Advances in Consumer Research, Vol. 41, eds. Simona Botti and Aparna Labroo, Duluth, MN: Association for Consumer Research.

Yang, Haiyang, Ziv Carmon, and Ravi Dhar (2013), “Owning More can Make Consumers Less Satisfied,” in Advances in Consumer Research, Vol. 40, eds. Zeynep Gurhan-Canli, Cele Otnes, and Juliet Rui Zhu, Duluth, MN: Association for Consumer Research.

Yang, Haiyang and Amitava Chattopadhyay (2013), “How Awareness of the End of Life Impacts Creativity,” in Advances in Consumer Research , Vol. 40, eds. Zeynep Gurhan-Canli, Cele Otnes, and Juliet Rui Zhu, Duluth, MN: Association for Consumer Research.

Yang, Haiyang, Amitava Chattopadhyay, Kuangjie Zhang, and Darren Dahl (2012), “Unconscious Creativity: The Impact of Deliberation-Without-Attention Duration on Creative Ingenuity,” in Advances in Consumer Research, Vol. 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN: Association for Consumer Research.

Stamatogiannakis, Antonios, Haiyang Yang, and Amitava Chattopadhyay (2012),”The Impact of Metacognition on Commitment for Attainment versus Maintenance Goals,” in Advances in Consumer Research, Vol. 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN: Association for Consumer Research.

Yang, Haiyang and Ziv Carmon (2011), “When and Why Having More can Feel Worse than Having Less,” in Advances in Consumer Research, Vol. 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN: Association for Consumer Research.

Yang, Haiyang and Amitava Chattopadhyay (2011), “Marketing to Avatars: The Impact of Metaverse Embodiment on Consumer Self-Concept and Behavior,” in Advances in Consumer Research, Vol. 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN: Association for Consumer Research.

Yang, Haiyang and Amitava Chattopadhyay (2011), “An Induction-Deduction Model of Consumer Inference: Implications for Selecting Optimal CSR Strategy,” in Advances in Consumer Research, Vol. 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN: Association for Consumer Research.

 

CONFERENCE SPECIAL SESSIONS ORGANIZED & CHAIRED

Yang, Haiyang and Amitava Chattopadhyay, “Creativity at Different Times in Life,” Association for Consumer Research North American Conference, Vancouver, Canada, 2012.

Ma, Jingjing, Haiyang Yang, and Neal J. Roese, “In Pursuit of Happiness: Towards Understanding the Complex Relationship between Consumption and Happiness,” Association for Consumer Research North American Conference, Vancouver, Canada, 2012.

Yang, Haiyang, Amitava Chattopadhyay, and Darren W. Dahl, “Deciphering the Cognitive Sources of Creativity,” Association for Consumer Research North American Conference, St. Louis, 2011.

Yang, Haiyang, “Having More: New Insights on the Impact of Numerosity on Consumer Decision Making,” Association for Consumer Research North American Conference, Jacksonville, 2010.

Yang, Haiyang and Amitava Chattopadhyay, “Embodied Consumption: Understanding Avatared Consumers,” Association for Consumer Research North American Conference, Jacksonville, 2010.

Yang, Haiyang and Amitava Chattopadhyay, “Optimizing Corporate Social Responsibility Strategy: New Insights on the Impact of CSR on Consumer Behavior,” Association for Consumer Research North American Conference, Jacksonville, 2010.

 

CASES & TEACHING NOTES

Yang, Haiyang and Pierre Chandon (2013), “L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai,” INSEAD Case 5960.

Yang, Haiyang and Pierre Chandon (2013), “L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai,” INSEAD Teaching Note 5960.

Yang, Haiyang, Amitava Chattopadhyay, and Kedar Apshankar (2016), “Branding in an Emerging Market: Strategies for Sustaining Market Dominance of the Largest Apparel Brand in India,” INSEAD Case 6192.

Yang, Haiyang and Amitava Chattopadhyay (2017), “Branding in an Emerging Market: Strategies for Sustaining Market Dominance of the Largest Apparel Brand in India,” INSEAD Teaching Note 6192.