Haiyang Yang is a research-tenure track Assistant Professor at the Johns Hopkins University Carey Business School. He received a PhD in Marketing and Master in Management from INSEAD. His current research focuses on marketing and decision making.


RECENT PUBLICATIONS

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.

 

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.

 

 

RECENT AWARDS & HONORS

 

Winner, the Black & Decker Competitive Research Grant

Winner, Prix du Meilleur Cas Pédagogique en Marketing (Best Marketing Case Award), L’Association Française du Marketing (The French Association of Marketing)

Winner, Competitive Research Data Grant, Wharton Customer Analytics Initiative, the Wharton School, the University of Pennsylvania

Winner, Research Grant, Institute on Asian Consumer Insight

Winner, Association for Consumer Research - Sheth Foundation Doctoral Dissertation Award

Society for Marketing Advances Doctoral Dissertation Competition Runnerup

Invited Speaker, Yale Whitebox Advisors Graduate Student Conference

Fellow, American Marketing Association - Sheth Doctoral Consortium

Invited Participant, Triennial Invitational Choice Symposium

INSEAD Doctoral Fellowship

 

SELECT WORKING PAPERS

 

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

 

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

 

Yang, Haiyang and Leonard Lee, “Instantaneously Hotter: The Dynamic Revision of Beauty Assessment Standards”

 

Yang, Haiyang, Antonios Stamatogiannakis, and Amitava Chattopadhyay, “For Whom is Attainment Less Alluring? The Impact of Cultural Values on Consumers’ Motivation for Goal Pursuit”

 

 

SELECT PROCEEDING PUBLICATIONS

 

Yang, Haiyang and Amitava Chattopadhyay (2014), “Creativity at Different Times in Life,” 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.

 

 

SELECT CONFERENCE PRESENTATIONS

 

Yang, Haiyang and Amitava Chattopadhyay, “Towards Understanding Creative Ingenuity in Dire Situations,”Association for Consumer Research North American Conference, Chicago, 2013.

 

Yang, Haiyang, Ziv Carmon, and Ravi Dhar, “More Possessions can Make Consumers Less Happy,” Association for Consumer Research North American Conference, Vancouver, Canada, 2012.

 

Yang, Haiyang, and Amitava Chattopadhyay, “How Awareness of the End of Life Impacts Creativity,” Association for Consumer Research North American Conference, Vancouver, Canada, 2012.

 

Yang, Haiyang, Ziv Carmon, and Ravi Dhar, “More Possessions can Make Consumers Less Happy,” Yale Whitebox Advisors Behavioral Conference, New Haven, 2012.

 

Yang, Haiyang, and Amitava Chattopadhyay, “Problem Solving In the Face of Death: The Interactive Impact of Mortality Salience and Locus of Control on Creativity,” Society for Consumer Psychology Conference, Las Vegas, 2012.

 

Yang, Haiyang, Ziv Carmon, and Ravi Dhar, “When and Why Having More can Feel Worse than Having Less,” Society for Consumer Psychology Conference, Las Vegas, 2012.

 

Yang, Haiyang, Amitava Chattopadhyay, Kuangjie Zhang, and Darren Dahl, “Unconscious Creativity: When can Unconscious Thought Outperform Conscious Thought?” Association for Consumer Research North American Conference, St. Louis, 2011.

 

Yang, Haiyang, Ziv Carmon, and Ravi Dhar, “When and Why Having More can Feel Worse than Having Less,” Society for Judgment and Decision Making Conference, Seattle, 2011.

 

Yang, Haiyang, Amitava Chattopadhyay, Kuangjie Zhang, and Darren Dahl, “Unconscious Creativity: The Impact of Deliberation-Without-Attention Duration on Creative Ingenuity,” Society for Consumer Psychology Conference, Atlanta, 2011.

 

Yang, Haiyang, Ziv Carmon, and Ravi Dhar, “When and Why Having More can Feel Worse than Having Less,” INSEAD-HEC-ESSEC Marketing Conference, Fontainebleau, France, 2011.

 

Yang, Haiyang and Amitava Chattopadhyay, “Strategic Localization of Global Brand Names: Reducing the Impact of Consumer Animosity while Leveraging Positive Country-of-Origin Perceptions,” Society for Consumer Psychology Conference, St. Petersburg, 2010.

 

Yang, Haiyang and Amitava Chattopadhyay, “Strategic Localization of Global Brand Names: Reducing the Impact of Consumer Animosity while Leveraging Positive Country-of-Origin Perceptions,” Global Brand Management Conference, Istanbul, Turkey, 2010.

 

Yang, Haiyang and Ziv Carmon, “When and Why Having More can Feel Worse than Having Less,” Association for Consumer Research North American Conference, Jacksonville, 2010.

 

Yang, Haiyang and Amitava Chattopadhyay, “Marketing to Avatars: The Impact of Metaverse Embodiment on Consumer Self-Concept and Behavior,” Association for Consumer Research North American Conference, Jacksonville, 2010.

 

Yang, Haiyang and Amitava Chattopadhyay, “An Induction-Deduction Model of Consumer Inference: Implications for Selecting Optimal CSR Strategy,” Association for Consumer Research North American Conference, Jacksonville, 2010.

 

Yang, Haiyang and Amitava Chattopadhyay, “Strategic Localization of Global Brand Names: Reducing the Impact of Consumer Animosity while Leveraging Positive Country-of-Origin Perceptions,” Association for Consumer Research European Conference, London, UK, 2010.

 

Yang, Haiyang and Amitava Chattopadhyay, “Marketing to Avatars: The Impact of Metaverse Embodiment on Consumer Self-Concept and Behavior,” Singapore Marketing Research Conference, National University of Singapore, 2009.

 

 

PEDAGOGICAL MATERIALS

 

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.