is an associate professor at the Johns Hopkins University. He holds a PhD from INSEAD. His work has appeared in leading academic journals (e.g., Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Psychological Science) and has been featured in premier outlets (e.g., United Nations, World Economic Forum, Harvard Business Review, MIT Sloan Management Review, Financial Times). He has served on the Editorial Review Board of Journal of Consumer Research, and received recognitions such as the Best Competitive Paper Award from Association for Consumer Research, ACR-Sheth Foundation Dissertation Award, Prix du Meilleur Cas Pédagogique en Marketing from Association Française du Marketing, Overall Winner Award from the Case Centre, Faculty Excellence Award, Excellence in Teaching Award, as well as Teaching Innovation Award from Johns Hopkins. The pedagogical materials he authored (e.g., cases, teaching notes) have been translated into multiple languages, distributed by premier publishers (e.g., Harvard Business Publishing, INSEAD Publishing), and taught in graduate curricula at top business schools globally.

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

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

Black & Decker Competitive Research Grant

Teaching Innovation Fund Award

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

Fellowship, American Marketing Association – Sheth Doctoral Consortium

INSEAD Fellowship

Recent Publications

Yang, Haiyang and Jingjing Ma (2020) “How an Epidemic Outbreak Impacts Happiness: Factors that Worsen (vs. Protect) Emotional Well-being during COVID-19,” Psychiatry Research, 289, 113045.

Antonios Stamatogiannakis, Jonathan Luffarelli, and Haiyang Yang (2020) “What Does the Symmetry of Your Logo Say About Your Brand?” Harvard Business Review, 03-12
      Harvard Business Review (Spanish): “¿Qué dice la simetría de su logotipo sobre su marca?”
      Harvard Business Review (Chinese): “商標是否對稱,品牌個性有別”
      Harvard Business Review (Portuguese): “O que a simetria do seu logotipo revela a respeito da sua marca?”
      Harvard Business Review (Korean) : “당신 브랜드에 잘 어울리는 로고 디자인”

Yang, Haiyang, Ziv Carmon, and Itamar Simonson (2020), “Preference for Practical versus Theoretical Knowledge: Conceptualization and Consumer Behavior Predictions,” Review of Marketing Research, 17.

Carmon, Ziv, Rom Schrift, Klaus Wertenbroch, and Haiyang Yang (2019), “Designing AI Systems that Customers Won’t Hate,” MIT Sloan Management Review, 61315.
        MIT Sloan Management Review (Polish): “Sztuczna inteligencja, której nie znienawidzą klienci”

Yang, Haiyang, Ziv Carmon, Dan Ariely, and Michael I. Norton (2019), “The Feeling of Not Knowing It All”, Journal of Consumer Psychology, 29(3), 455–462.

Luffarelli, Jonathan, Antonios Stamatogiannakis, and Haiyang Yang (2018), “The Visual Asymmetry Effect”, Journal of Marketing Research, DOI: 10.1177/0022243718820548.

Amar, Moty, Dan Ariely, Ziv Carmon, Haiyang Yang (2018), “How Counterfeits Infect Genuine Products”, Journal of Consumer Psychology, 28, 2, 329-343

Quentin André, Ziv Carmon, Klaus Wertenbroch, Alia Crum, Douglas Frank, William Goldstein, Joel Huber, Leaf van Boven, Bernd Weber, and Haiyang Yang (2017), “Consumer Choice and Autonomy in the Age of Artificial Intelligence and Big Data”, Customer Needs and Solutions, 5, 1–2, 28–37.

Yang, Haiyang, Antonios Stamatogiannakis, and 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.

Antonios Stamatogiannakis & Jonathan Luffarelli, and Haiyang Yang (2015) “How to Use Visual Design to Boost Brand Equity”, eds. Batra, Rajeev, Colleen Seifert, and Diann Brei, The Psychology of Design. Routledge.

Yang, Haiyang, Amitava Chattopadhyay, Kuangjie Zhang, and Darren Dahl (2012), “Unconscious Creativity: When can Unconscious Thought Outperform Conscious Thought?”, Journal of Consumer Psychology, 22(4), 573.
      Featured in: Harvard Business Review “The Pros and Cons of Doing One Thing at a Time,” 1-20, 2015.
      Featured in: Harvard Business Review (Japanese): “創造性、脱マンネリ、テレラック効果,” 06-22, 2015.

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” (2012), Marketing Letters, 23, 457–472.
          Harvard Business Review (Spanish): “Un marco para elecciones más saludables:el triángulo de decisiones caliente-frío.” 

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, Wiley.


Yang, Haiyang and Pierre Chandon (2013), “L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai,” INSEAD Case No. 5960; Harvard Case No. INS291.
Chinese Edition: 欧莱雅在中国: 重振中国化妆品奢侈品牌羽西的市场营销战略
French Edition: L’Oréal en Chine: Stratégies Marketing pour Redresser Yue Sai, la Marque Chinoise des Produits Cosmétiques de Luxe

Yang, Haiyang and Pierre Chandon (2013), “L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai,” INSEAD Teaching Note No. 5960; Harvard Teaching Note No. INS291.

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 No. 6192; Harvard Case No. IN1402.

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 No. 6192; Harvard Teaching Note No. IN1402.

Yang, Haiyang, and Amitava Chattopadhyay (2020), “Perfume Branding: Strategies for Succeeding in India’s Fragrance Market,” INSEAD Case No. 6458.


Haiyang has served on the Editorial Review Board of Journal of Consumer Research, and as a reviewer for journals such as Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology, Journal of Experimental Psychology, Psychological Science, among others.