HAIYANG YANG
is an associate professor at the Johns Hopkins University and is on the Core Faculty of the Hopkins Business of Health Initiative. He holds a PhD from INSEAD. His research has appeared in leading academic journals (e.g., Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Psychological Science) and managerial outlets (e.g., Harvard Business Review, MIT Sloan Management Review). His work has also been featured by major public policy platforms (e.g., United Nations, World Economic Forum, JAMA Health Forum) and numerous global media outlets. He is a co-editor at the Journal of the Association for Consumer Research and co-chair of the Association for Consumer Research Special Conference on Metaverse. He has served on the Editorial Review Board of the 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, and Overall Winner Award from the Case Centre. At Johns Hopkins, he has received the Discovery Award, Catalyst Award, Faculty Excellence Award, Excellence in Teaching Award, as well as Teaching Innovation Award. His pedagogical publications have been ranked bestsellers by Harvard Business Publishing and by the Case Centre, translated into several languages, and taught in graduate curricula at leading educational institutions across the world.
Recent Publications
Yang, Haiyang and Amitava Chattopadhyay (2022), “Motivation to Compete,” Journal of Consumer Psychology, 10.1002/jcpy.1314.
Yang, Haiyang and Jingjing Ma (2022), “Post-COVID-19 Distress and Unhealthy Behavior,” Journal of Mental Health, 10.1080/09638237.2022.2069690.
Yang, Haiyang, and Ziv Carmon (2021), “Make Black Friday a More Exciting Online Experience,” Harvard Business Review, 11-16.
Harvard Business Review (Russian Edition): “Что не так с «черной пятницей» в онлайне,” 11-23.
HarvardBusiness Review (Chinese Edition): “線上購物狂歡節,” 1-17.
Yang, Haiyang and Jingjing Ma (2021), “Factors Associated with Chinese Adults’ Vaccine Acceptance,” JAMA Health Forum, 2(7), e211466.
Yang, Haiyang and Kuangjie Zhang (2021), “How Resource Scarcity Influences the Preference for Counterhedonic Consumption,” Journal of Consumer Research, ucab024.
Yang, Haiyang, Jingjing Ma, and Amitava Chattopadhyay (2021), “How Xiaomi Became an Internet-of-Things Powerhouse,” Harvard Business Review, 4-26.
Harvard Business Review (Russian Edition): “Как Xiaomi стала IoT-гигантом,” 5-12.
Harvard Business Review (Korean Edition): “샤오미가 사물인터넷 시장을 석권한 방법,” 5-17.
Harvard Business Review (Chinese Edition): “小米成為物聯網巨擘的關鍵策略,” 6-4.
Yang, Haiyang, and Kuangjie Zhang (2021), “The Psychology Behind Why We Love (or Hate) Horror,” Harvard Business Review, 10-26.
(Featured article in Harvard Business Review‘s “Harnessing Curiosity: Our Favorite Reads”)
Yang, Haiyang and Jingjing Ma (2021), “Relationship between Wealth and Emotional Well-being Before, During, versus After a Nationwide Disease Outbreak,” BMJ Open, 11, e044262.
Yang, Haiyang, Antonios Stamatogiannakis, Amitava Chattopadhyay, and Dipankar Chakravarti (2021), “Why We Set Unattainable Goals,” Harvard Business Review, 1-4.
(Lead article in Harvard Business Review’s “Get Better at Setting Goals: Our Favorite Reads”)
Harvard Business Review (Japanese Edition): “なぜ「達成できない目標」ばかり立ててしまうのか,” 2-25.
Harvard Business Review (Chinese Edition): “自己设的目标，每一步都算数,” 3-2.
Yang, Haiyang and Jingjing Ma (2021), “How the COVID-19 Pandemic Impacts Tobacco Addiction: Changes in Smoking Behavior and Associations with Well-being,” Addictive Behaviors, 106917.
Yang, Haiyang and Jingjing Ma (2020) “How an Epidemic Outbreak Impacts Happiness,” Psychiatry Research, 289, 113045.
Stamatogiannakis, Antonios, Jonathan Luffarelli, and Haiyang Yang (2020) “What Does the Symmetry of Your Logo Say About Your Brand?” Harvard Business Review, 3-12.
Harvard Business Review (Portuguese Edition): “O que a simetria do seu logotipo revela a respeito da sua marca?” 4-30.
Harvard Business Review (Korean Edition): “당신 브랜드에 잘 어울리는 로고 디자인,” 7-15.
Harvard Business Review (Chinese Edition): “商標是否對稱，品牌個性有別,” 8-16.
Yang, Haiyang, Ziv Carmon, and Itamar Simonson (2020), “The Preference for Practical versus Theoretical Knowledge: Conceptualization and Consumer Behavior Predictions,” Review of Marketing Research, 171-192.
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 Edition): “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 (2019), “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
André, Quentin, 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.
Stamatogiannakis, Antonios, 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 Edition): “創造性、脱マンネリ、テレラック効果,” 6-22, 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 Edition): “Un marco para elecciones más saludables: El triángulo de decisiones caliente-frío,” 2016, 253, 38-46.
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.
Cases & Teaching Notes
Yang, Haiyang, Sriramagopalan Desikan, and Amitava Chattopadhyay (2022), Social Issue Based Brand Transformation: Strategies of the Luxury Beauty Brand SK-II, INSEAD Case No. 6681.
Yang, Haiyang, Jingjing Ma, Neal Roese, and Amitava Chattopadhyay (2021), Market Disruption Strategies: The Transformation of Xiaomi, INSEAD Case No. 6608; Harvard Case No. IN1717.
Chinese Edition: 市场颠覆战略: 小米的转型之路
Japanese Edition: マーケット・ディスラプション戦略: シャオミーのトランスフォーメーション
Yang, Haiyang, Jingjing Ma, Neal Roese, and Amitava Chattopadhyay (2021), Teaching Note – Market Disruption Strategies: The Transformation of Xiaomi, INSEAD Teaching Note No. 6608; Harvard Teaching Note No. IN1717.
Yang, Haiyang, and Amitava Chattopadhyay (2020), Perfume Branding: Strategies for Succeeding in India’s Fragrance Market, INSEAD Case No. 6458.
Yang, Haiyang and Amitava Chattopadhyay (2017), Teaching Note – 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, 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 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), Teaching Note – 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.
Service
Haiyang is a co-editor at the Journal of the Association for Consumer Research and co-chair of the Association for Consumer Research Special Conference on Metaverse. He 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, Psychological Science, Journal of Personality and Social Psychology, Journal of Experimental Psychology, among others.
At Hopkins, he is a co-chair of the Johns Hopkins Behavioral Science Forum, the chair of marketing curriculum committee, and an elected member of the faculty advisory council.
Select Awards & Honors
Discovery Award, Johns Hopkins
Catalyst Award, Johns Hopkins
Franco Nicosia Best Competitive Paper Award, Association for Consumer Research
Overall Winner Award, The Case Centre
Excellence in Teaching Award, Johns Hopkins
Dean’s Award for Faculty Excellence, Johns Hopkins
Black & Decker Competitive Research Grant, Johns Hopkins
Teaching Innovation Fund Award, Johns Hopkins
Behavioral Research Fund Award, Johns Hopkins
Teamwork Award (for New Program Development), Johns Hopkins
Bestseller Case, Harvard Business Publishing
Prix du Meilleur Cas Pédagogique en Marketing, Association Française du Marketing (Best Marketing Case Award, the French Association of Marketing)
Global Bestselling Case, the Case Centre
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