ºÚÁÏÉçÇø

Skip to Main Content

FSB Directory

Zhiyong Yang

Chair & Professor

Marketing


Zhiyong Yang

Contact Information

Office Hours

  • M 9:00-10:00am
  • T-TH 1:00-2:00pm
  • Other hours by appointment

Links

  • [PDF]*

* Accessible version of PDF available upon request.

Profile

Academic Background

  • Ph.D., Marketing, Concordia University, 2007
  • MBA (with honors), Zhejiang University, China, 2002
  • M.Sc, Electronic Engineering, Zhejiang University, China, 1998
  • B.Sc, Electronic Engineering (with honors), North China Electric Power University, China, 1990

Academic & Professional Experience

  • Professor and Chair, Department of Marketing, ºÚÁÏÉçÇø, 2022-present
  • Professor and Chair, Department of Marketing, Entrepreneurship, Hospitality and Tourism, University of North Carolina at Greensboro, 2018-2022
  • Professor of Marketing, University of Texas at Arlington, 2018
  • Associate Professor of Marketing, University of Texas at Arlington, 2013-2018
  • Assistant Professor of Marketing, University of Texas at Arlington, 2007-2013
  • Vice President, Central China Electric Power Int'l Economic & Trade Co. Ltd., China, 1998-2002
  • Chief Design Engineer, Jiangxi Provincial Electric Power Design Institute, China, 1993-1997
  • Engineer, Jiangxi Provincial Electric Power Design Institute, China, 1990-1992

Selected Publications

  • Yang, Zhiyong (forthcoming), "Differential Effects of Parental Psychological Control on Boys' versus Girls' Smoking Development," Journal of Association for Consumer Research.
  • Yang, Zhiyong, Franklin Velasco, Tanner, Emily C., and John F. Tanner Jr. (forthcoming), "How Do Vape Advertising Campaigns Affect Consumers' Vaping Tendency? A Meta-Analytic Investigation," Journal of Public Policy & Marketing.
  • Zhang, Zhe, Alex Yao, and Zhiyong Yang (forthcoming), "Coach vs. Goldlion: The Effect of Socially- versus Personally-Oriented Motives on Consumer Preference for Foreign and Domestic Masstige Brands in Emerging Markets," Journal of International Marketing.
  • Wang, Jingguo, Meichen Dong, Zhiyong Yang, and Yuan Li (forthcoming), "Passing the Torch: How Parental Privacy Concerns Affect Adolescent Self-Disclosure on Social Networking Sites," MIS Quarterly.
  • Cai, Fengyan, Xiaohong Zhao, and Zhiyong Yang (2023), "Are People Less Generous After a Family Member Gives to Charity? The Interaction of Self-construal and Interpersonal Closeness," International Journal of Research in Marketing, 40(2), 398–416.
  • Mourali, Mehdi and Zhiyong Yang (2023), "Misperception of Multiple Risks in Medical Decision-Making," Journal of Consumer Research, 50, 25-47.
  • Wang, Li, Chunyang Tong, and Zhiyong Yang (2023), "Linking CIO–CMO Communication and Product Innovation via VCE Engagement: A Moderated Mediation Study," British Journal of Management, 34(1), 259–279. 
  • Nie, Xiaodong (Elva), Zhiyong Yang, Yinlong Zhang, and Narayan Janakiraman (2022), "How Does Global-Local Identity Affect Consumer Preference for Access-based Consumption? Investigating the Mediating Role of Consumption Openness," Journal of Marketing Research, 59(3), 555-577. 
  • Yang, Zhiyong, Fernando Jaramillo, Yonghong Liu, Rong Huang, and Weiling Ye (2021), "The Impact of Abusive Supervision on Employees' Customer Orientation and Job Performance: Roles of Contingent Reward and Contingent Punishment," European Journal of Marketing, 55(2), 543-564.
  • Freling, Traci, Zhiyong Yang, Ritesh Saini, Omar Itani, and Ryan Rashad Abualsamh (2020), "When Poignant Stories Outweigh Cold Hard Facts: A Meta-analysis of the Anecdotal Bias," Organizational Behavior and Human Decision Processes, 160, 51-67. (Equal authorship for the first four authors)
  • Yang, Zhiyong, Sijie Sun, Ashok Lalwani, and Narayan Janakiraman (2019), "How Does Consumers' Local or Global Identity Influence Price-Perceived Quality Associations? The Role of Perceived Quality Variance," Journal of Marketing, 83(3), 145-162.
  • Mourali, Mehdi, Zhiyong Yang, Frank Pons, and Derek Hassay (2018), "Consumer Power and Choice Deferral: The Role of Anticipated Regret," International Journal of Research in Marketing, 35, 81-99.
  • Cai, Fengyan, Zhiyong Yang, Robert S. Wyer, Jr., and Alison Jing Xu (2017), "The Interactive Effects of Bitter Flavor and Mood on the Decision to Spend or Save Money," Journal of Experimental Social Psychology, 70, 48-58.
  • Yang, Zhiyong, Ritesh Saini, and Traci Freling (2015), "How Anxiety Leads to Suboptimal Decisions under Risky Choice Situations," Risk Analysis, 35(10), 1789-1800. (Equal authorship)
  • Yang, Zhiyong and Jingguo Wang (2015), "Differential Effects of Social Influence Sources on Self-Reported Music Piracy," Decision Support Systems, 69, 70-81.
  • Yang, Zhiyong and Richard G. Netemeyer (2015), "Differential Effects of Parenting Strategies on Child Smoking Trajectories: A Longitudinal Assessment over Twelve Years," Journal of Business Research, 68(6), 1273-1282.
  • Walsh, Gianfranco, Zhiyong Yang, Patrick Hille, and David Dose (2015), "The Effect of Job-Related Demands and Resources on Service Employees' Willingness To Report Complaints: Germany Versus China," Journal of Service Research, 18(2), 193-209.
  • Ma, Zhenfeng, Zhiyong Yang, and Mehdi Mourali (2014), "Consumer Adoption of New Products: Independent versus Interdependent Self-Perspectives," Journal of Marketing, 78(2), 101-117.
  • Mourali, Mehdi and Zhiyong Yang (2013), "The Dual Role of Power in Resisting Social Influence," Journal of Consumer Research, 40(3), 539-554.
  • Yang, Zhiyong, Charles M. Schaninger, and Michel Laroche (2013), "Demarketing Teen Tobacco and Alcohol Use: Negative Peer Influence and Longitudinal Roles of Parenting and Self Esteem," Journal of Business Research, 66(4), 559-567.
  • Wang, Jingguo, Zhiyong Yang, and Sudip Bhattacharjee (2011), "One Coin, Two Sides: Differential Effects of Social Learning on Two Aspects of Music Piracy," Journal of Management Information Systems, 28(3), 343-384.
  • Yang, Zhiyong and Michel Laroche (2011), "Parental Responsiveness and Adolescent Susceptibility to Peer Influence: A Cross-Cultural Investigation," Journal of Business Research, 64, 979-987.
  • Yang, Zhiyong and Charles M. Schaninger (2010), "The Impact of Parenting Strategies on Child Smoking Behavior: The Role of Child Self-Esteem Trajectory," Journal of Public Policy & Marketing, 29(2), 232-247.
  • Yang, Zhiyong and Charles M. Schaninger (2010), "Parenting Strategies as Influences of Teen Drinking via Self Esteem: An Important Area for Family Policy," Journal of Macromarketing, 30(4), 331-341.
  • Zhou, Lianxi, Zhiyong Yang, and Michel K. Hui (2010), "Non-Local or Local Brands? A Multi-Level Investigation into Confidence in Brand Origin Identification and Its Strategic Implications," Journal of the Academy of Marketing Science, 38, 202-218.
  • Laroche, Michel, Zhiyong Yang, Chankon Kim, and Marie-Odile Richard (2007), "How Culture Matters in Children's Purchase Influence: A Multi-Level Investigation," Journal of the Academy of Marketing Science, 35(1), 113-126.
  • Laroche, Michel, Zhiyong Yang, Gordon H.G. McDougall, and Jasmin Bergeron (2005), "Internet versus Bricks-and-mortar Retailers: An Investigation into Intangibility and Its Consequences," Journal of Retailing, 81(4), 251-267 (lead article).

Biography

Dr. Zhiyong Yang is a Professor of Marketing at the Farmer School of Business, ºÚÁÏÉçÇø. Before entering academia, Zhiyong spent over 10 years in industry, holding a number of industry positions, including project manager, marketing manager, and vice-president with major corporations.

Zhiyongâ's research interests are mainly in family decision making and cultural psychology, with a focus on two areas: (1) how parenting strategies exert long-lasting effects on childrenâ's consumption patterns, and (2) how situationally activated cultural identity (e.g., self-construal, sense of power, local-global identity) affects consumer decision making. Zhiyongâ's work has been published in leading scholarly journals, including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, MIS Quarterly, and Journal of Experimental Social Psychology.

Having published over 50 articles in leading scholarly journals, including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Experimental Social Psychology, Zhiyong serves on the guest editorship and the editorial review boards of several reputed journals, including the Journal of the Academy of Marketing Science. Zhiyong's research has been funded by Statistics Canada, Fonds qucois de la recherche sur la société et la culture of Canada, and the Association for Consumer Research. He also received competitive research awards from Harvard Center for Risk Analysis, the University of Texas-Arlington, and Cardiff University.

Zhiyong serves as an Associate Editor for the Journal of Business Research, a guest editor for Industrial Marketing Management, and is on the Editorial Review Boards of several other journals, including the Journal of the Academy of Marketing Science. Zhiyongâ's research has been funded by Statistics Canada, Fonds qucois de la recherche sur la soci et la culture of Canada, and the Association for Consumer Research. He also received competitive research awards from Harvard Center for Risk Analysis and Cardiff University in UK.

For more information about Zhiyong, please visit https://sites.google.com/view/zhiyongyang

Courses

  • MKT 325 C 2:50PM 4:10PM M W 3061 FSB