is an associate professor at the Johns Hopkins University and is on the Core Faculty of the Hopkins Business of Health Initiative. He has served as a visiting professor at INSEAD. His research has appeared in leading academic journals (e.g., Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Psychological Science) as well as in managerial and public policy outlets (e.g., Harvard Business Review, MIT Sloan Management Review, JAMA Health Forum). His work has also been featured by numerous major organizations (e.g., United Nations, World Economic Forum) and global media outlets. He has received recognitions such as the Best Competitive Paper Award from the Association for Consumer Research, ACR-Sheth Foundation Dissertation Award, Prix du Meilleur Cas Pédagogique en Marketing from Association Française du Marketing, Top 10 Classic Marketing Case Award 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 named Bestsellers and Classic Cases by Harvard Business Publishing, translated into several languages, and taught in graduate curricula at premier educational institutions across the world.
Recent Work
Yang, H. (2025). The multitier discount effect.
Journal of Marketing Research. doi:10.1177/0022243724129571
Yang, H. & Chattopadhyay, A. (2025). Consumer behavior in the metaverse: Understanding patterns, mechanisms, and implications. Journal of the Association for Consumer Research. doi:10.1086/735283
Lu, J., Mislavsky, R., & Yang, H. (2025). Uncommonly rare: Consumers value rarity in digital goods more in larger collections. Journal of the Association for Consumer Research. doi:10.1086/734834
Yang, H. (2024). The genesis effect: Digital goods in the metaverse.
Journal of Consumer Research, 51, 1, 129–139.
Yang, H. & Chattopadhyay, A. (2024). Understanding consumer behavior in the metaverse. In R. W. Belk & C. Otnes (Eds.) Handbook of Qualitative Research Methods in Marketing.
Yang, H. & Chakravarti, D. (2024). The discount consolidation effect: How brands can present quantity discounts more effectively. Journal of Consumer Psychology. doi:10.1002/jcpy.1407
Landgraf, P., Stamatogiannakis, A., & Yang, H. (2024). How mortality salience hurts brands with different personalities. International Journal of Research in Marketing. doi: 10.1016/j.ijresmar.2023.11.002
Smith, C.E., Lee, S., Brooks, M.E., Barratt, C.L., & Yang, H. (2023). Working and working out: : Decision-making inputs connect daily work demands to physical exercise. Journal of Occupational Health Psychology, 28 (3), 160-173. (APA Editor’s Choice Article)
Yang, H. & Chattopadhyay, A. (2023). Motivation to compete: Understanding and overcoming the demotivating effect of competing with more people. Journal of Consumer Psychology, 33 (2), 328-345.
Yang, H. & Chattopadhyay, A. (2023). Overcoming your fear of competition. Harvard Business Review, 7-3.
Harvard Business Review (Arabic Edition): عوامل تساعدك في التغلب على خوفك من المنافسة في مكان العمل
7-27.
Yang, H. & Ma, J. (2022). Post-COVID-19 distress and unhealthy behavior. Journal of Mental Health, 32, 6, 1080–1085.
Yang, H. & Carmon, Z. (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，還可以更「狂」一點？, 1-17.
Yang, H. & Ma, J. (2021). Factors associated with Chinese adults’ vaccine acceptance. JAMA Health Forum, 2(7), e211466.
Yang, H. & Zhang, K. (2021). How resource scarcity influences the preference for counterhedonic consumption. Journal of Consumer Research, ucab024.
Yang, H., Ma, J., & Chattopadhyay, A. (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, H. & Zhang, K. (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, H. & Ma, J. (2021). Relationship between wealth and emotional well-being before, during, versus after a nationwide disease outbreak. BMJ Open, 11, e044262.
Yang, H, Stamatogiannakis, A., Chattopadhyay, A. & Chakravarti, D. (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.
Harvard Business Review (Turkish Edition): Neden Ulaşılmaz Hedefler Belirliyoruz?, 2024-9-2.
Yang, H. & Ma, J. (2021). How the COVID-19 pandemic impacts tobacco addiction: Changes in smoking behavior and associations with well-being. Addictive Behaviors, 106917.
Yang, H. & Ma J. (2020). How an epidemic outbreak impacts happiness. Psychiatry Research, 289, 113045.
Stamatogiannakis, A., Luffarelli, J., & Yang, H. (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, H., Carmon, Z., & Simonson, I. (2020). The preference for practical versus theoretical knowledge: Conceptualization and consumer behavior predictions. Review of Marketing Research, 171-192.
Carmon, Z., Schrift, R., Wertenbroch, K., & Yang, H. (2019). Designing AI systems that customers won’t hate. MIT Sloan Management Review, 61315.
MIT Sloan Management Review (Chinese Edition): AI系统如何不遭人恨
MIT Sloan Management Review (Polish Edition): Sztuczna inteligencja, której nie znienawidzą klienci
Yang, H., Carmon, Z., Ariely, D., & Norton, M. I. (2019). The feeling of not knowing it all. Journal of Consumer Psychology, 29(3), 455–462.
Luffarelli, J., Stamatogiannakis, A., & Yang, H. (2019). The visual asymmetry effect: : An Interplay of logo design and brand personality on brand equity.
Journal of Marketing Research, DOI: 10.1177/0022243718820548.
Amar, M., Ariely, D., Carmon, Z., & Yang, H. (2018). How counterfeits infect genuine products. Journal of Consumer Psychology, 28, 2, 329-343
André, Q., Carmon, Z., Wertenbroch, K., Crum, A., Frank, D., Goldstein, W., Huber, J., van Boven, L., Weber, B., & Yang, H. (2017). Consumer choice and autonomy in the age of artificial intelligence and big data. Customer Needs and Solutions, 5, 1–2, 28–37.
Yang, H., Stamatogiannakis, A., & Chattopadhyay, A. (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, A., Luffarelli, J., & Yang, H. (2015). How to use visual design to boost brand equity, eds. Batra, Rajeev, Colleen Seifert, and Diann Brei, The Psychology of Design. Routledge.
Yang, H., Chattopadhyay, A., Zhang, K., & Dahl, D. (2012). Unconscious creativity: When can unconscious thought outperform conscious thought?, Journal of Consumer Psychology, 22(4), 573.
Featured in Harvard Business Review (2015): The Pros and Cons of Doing One Thing at a Time, 1-20.
Featured in Harvard Business Review (Japanese Edition, 2015): 創造性、脱マンネリ、テレラック効果, 6-22.
Yang, H., Carmon, Z., Kahn, B., Malani, A., Schwartz, J., Volpp, K., & Wansink, B. (2012). The Hot-Cold Decision Triangle: A framework for healthier choices, Marketing Letters, 23, 457–472.
Harvard Business Review (Spanish Edition, 2016): Un marco para elecciones más saludables: El triángulo de decisiones caliente-frío, 253, 38-46.
Maddux, W., Yang, H., Falk, C., Adam, H., Adair, W., Endo, Y., Carmon, Z., & Heine, S. (2010). For whom is parting from possessions more painful: Cultural differences in the endowment effect. Psychological Science, 21(12), 1910–1917.
Select Work in Progress
Digital Consumption
DAO-Based Decision Making (with J. Reif & J. Soll)
NFT Ownership (with R. Mislavsky).
Branding in the Metaverse: Leveraging Dimensions of Brand Experience to Enhance Brand Equity (with R. Belk, Z. Carmon, D. Dahl, N. Fast, S. Jung, B. Kahn, R. Mislavsky, B. Schmitt, K. Sudhir, B. Sun, & M. Zhu)
Gen AI in Medical Decision-Making (with T. Dai, N. Mathioudakis, A. Knight, Y. Nakayasu, R. M. Wolf)
Cases & Teaching Notes
Chattopadhyay, A., Yang, H., & Carrick, A. (2023). Artificial Intelligence for Customer Engagement. INSEAD Case No. 6693.
Yang, H., Desikan, S., & Chattopadhyay, A. (2022). Social Issue Based Brand Transformation: Strategies of the Luxury Beauty Brand SK-II. INSEAD Case No. 6681.
Yang, H., Ma, J., Roese, N., & Chattopadhyay, A. (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, H., Ma, J., Roese, N., & Chattopadhyay, A. (2021). Teaching Note – Market Disruption Strategies: The Transformation of Xiaomi. INSEAD Teaching Note No. 6608; Harvard Teaching Note No. IN1717.
Yang, H., & Chattopadhyay, A. (2020). Perfume Branding: Strategies for Succeeding in India’s Fragrance Market. INSEAD Case No. 6458.
Yang, H. & Chattopadhyay, A. (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, H., Chattopadhyay, A., & Apshankar, K. (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, H. & Chandon, P. (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, H. & Chandon, P. (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 currently an editor at the Journal of the Association for Consumer Research. He has served on the Editorial Review Board of the Journal of Consumer Research, and as a reviewer for journals such as the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Psychological Science, Journal of Personality and Social Psychology, Journal of Experimental Psychology, among many others. He has co-chaired the Association for Consumer Research Special Conference on the Metaverse and chaired the Choice and Decision-Making in the Metaverse workgroup of the Choice Symposium.
At Hopkins, he has served as the co-chair of the Johns Hopkins Behavioral Science Forum, the chair of marketing curriculum committee, an elected member of the faculty advisory council, and many other service roles.
Select Awards & Honors
Discovery Award, Johns Hopkins
Catalyst Award, Johns Hopkins
Franco Nicosia Best Competitive Paper Award, Association for Consumer Research
Top 10 Classic Marketing Case Award, The Case Centre
Overall Winner Award, The Case Centre
Classic Case, Harvard Business Publishing
Excellence in Teaching Award, Johns Hopkins
Dean’s Award for Faculty Excellence, Johns Hopkins
Black & Decker Research Grant (multiple awards)
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 (for multiple cases and multiple times)
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 (for multiple cases and multiple times)
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