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
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
“The Visual Asymmetry Effect” (forthcoming), Journal of Marketing Research, (with Jonathan Luffarelli & Antonios Stamatogiannakis)
“Pursuing Attainment versus Maintenance Goals: The Interplay of Self-Construal and Goal Type on Consumer Motivation” (2015), Journal of Consumer Research, 42, 93-108 (with Antonios Stamatogiannakis & Amitava Chattopadhyay).
“Unconscious Creativity: When can Unconscious Thought Outperform Conscious Thought?” (2013), Journal of Consumer Psychology, 22(4), 573 (with Amitava Chattopadhyay, Kuangjie Zhang, & Darren Dahl).
“The Hot-Cold Decision Triangle: A Framework for Healthier Choices” (2012), Marketing Letters, 23, 457–472 (with Ziv Carmon, Barbara Kahn, Anup Malani, Janet Schwartz, Kevin Volpp, & Brian Wansink).
“For Whom is Parting from Possessions More Painful: Cultural Differences in the Endowment Effect” (2010), Psychological Science, 21(12), 1910–1917 (with Maddux, Will, Carl Falk, Hajo Adam, Wendi Adair, Yumi Endo, Ziv Carmon, & Steve Heine).
UNDER REVISION
“When Having More Becomes Less Satisfying” (with Ziv Carmon & Ravi Dhar)
“The Feeling of Not Knowing” (with Ziv Carmon, Dan Ariely, & Michael I. Norton)
“The Discount Bundling Effect” (with Dipankar Chakravarti)
SELECT CONFERENCE PROCEEDING PUBLICATIONS
Yang, Haiyang, and Antonios Stamatogiannakis (2017) “The Paradoxical Impact of Positive Mood on Goal Favorability”in Advances in Consumer Research Volume 44, eds. Ayelet Gneezy, Vlad Griskevicius and Patti Williams, Duluth, MN : Association for Consumer Research.
Luffarelli, Jonathan, 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.
Amar, Moty, Dan Ariely, Ziv Carmon, and Haiyang Yang (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.
SERVICES
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.
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 No. 5960; Harvard Case No. INS291.
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.