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Education
Ohio
State University, Marketing (PhD 2000, MA 1998), Statistics (MS 1998),
Economics (MA 1995)
Renmin University
of China, International Economics (BA 1994)
Research Interests
Substantive Areas: Consumer choice, Internet Advertising, Competition,
E-commerce Platforms, Media and Entertainment
Methodological Areas: Bayesian
Methods, Economic and Structural Models, Data Analytics
Publications
1.
Zhao, Yi, Sha
Yang, Matt Shum and Shantanu Dutta (2021), “A Dynamic
Model of Player Level-Progression Decisions in Online Gaming,” Management
Science, forthcoming, paper.
2.
Yang, Botao, Sha Yang and Shantanu Dutta (2020), “Platform Service
Offering to Business Customers: Strategic Considerations in Engendering Seller
Use of Marketing Tools on E-commerce Platforms,” Marketing Science, forthcoming, paper.
3.
Hu, Mantian, Sha Yang and Daniel Xu (2019), “Understanding
the Social Learning Effect in Contagious Switching Behavior,” Management Science, 65(10), 4451-4949, paper.
4.
Jian, Lian, Sha Yang, Sulin Ba, Li Lu and L. Cristal
Jiang (2019), “Managing the Crowds: the Effect of Prize Guarantees and
In-Process Feedback on Participation in Crowdsourcing Contests,” MIS Quarterly, 43(1), 97-112, paper.
5.
Jia, He, Sha Yang, Xianghua Lu and CW Park
(2018), “Do Consumers Always Spend More When Coupon Face Value is Larger? The
Inverted U-Shaped Effect of Coupon Face Value,” Journal of Marketing, 82(4), 70-85, paper.
6.
Lu, Shijie and Sha Yang (2017),
"Investigating the Spillover Effect of Keyword Market Entry in Sponsored
Search Advertising," Marketing
Science, 36(6), 976-998, paper.
7.
Ducaaroz, Caroline, Sha Yang and Eric Greenleaf (2016),
“Understanding the Impact of Promotional Messages in Internet English
Auctions,” Journal of Marketing,
80(2), 80-100, paper.
8.
Yang, Sha, Shijie Lu and Xianghua
Lu (2014), “Modeling Competition and Its Impact in Paid-Search Advertising,” Marketing Science, 33(1), 134-153, paper.
9.
Zhao, Yi, Sha Yang, Vishal Narayan and Ying
Zhao (2013), “Modeling Consumer Learning from Online Product Reviews,” Marketing Science, 32(1), 153-169, paper.
10.
Yang, Sha, Mantian Hu, Russ Winer, Henry Assael and Xiaohong Chen (2012),
“An Empirical Study of Word-Of-Mouth Generation and Consumption,” Marketing Science, 31(6), 952-963, paper.
11.
Gu, Jane and Sha Yang (2010),
“Quantity-Discount Dependent Consumer Preferences and Competitive Non-linear
Pricing,” Journal of Marketing Research, 47(6), 1100-1113, paper.
12.
Yang, Sha and Anindya
Ghose (2010), “Analyzing the Relationship Between Organic and Sponsored Search
Advertising: Positive, Negative or Zero Interdependence?” Marketing Science, 29 (4), 602-623, paper.
13. Yang, Sha, Yi Zhao and Ravi Dhar (2010), “Modeling the Under Reporting
Bias in Panel Survey Data,” Marketing Science, 29(3), 525-539, paper.
14.
Yang, Sha, Yi Zhao, Tulin Erdem,
and Ying Zhao (2010) “Modeling the Intra-Household Behavioral Interaction,” Journal
of Marketing Research, 47(3), 470-484, paper.
15.
Ghose, Anindya and Sha Yang (2009) “An Empirical Analysis of Sponsored Search in
Online Advertising,” Management Science, 55(10), 1605-1622, paper.
16.
Moe, Wendy and Sha Yang (2009), "Inertial
Disruption: The Impact of a New Competitive Entrant on Online Consumer
Search," Journal of Marketing, 73(1), 109-121, paper.
17.
Chen, Yuxin, Sha Yang and Ying Zhao (2008),
“A Simultaneous Model of Consumer Brand Choice and Negotiated Price,” Management
Science, 54(3), 538-549, pdf.
18.
Chen, Yuxin and Sha Yang (2007), “Estimating
Disaggregate Models Using Aggregate Data via Augmentation of Individual
Choice,” Journal of Marketing Research, 44(4), 613-621, paper.
19.
Yang, Sha, Livia Markoczy and Min Qi (2007),
“Unrealistic Optimism in Consumer Credit Card Adoption,” Journal of Economic
Psychology, 28, 170-185, paper.
20.
Yang, Sha, Vishal Narayan and Henry Assael (2006), “Estimating the Interdependence of
Television Program Viewership Between Spouses: A Bayesian Simultaneous Equation
Model,” Marketing Science, 25(4), 336-349, paper.
21.
Bradlow, Eric, Bart Bronnenberg, Neeraj
Arora, David Bell, Sri Devi Deepak, Frankel ter
Hofstede, Catarina Sismeiro, Raphael Thomadsen, and Sha Yang (2006), "Spatial Models in
Marketing", Marketing Letters, 16(3), 267-278, paper.
22.
Gilbride Tim, Sha Yang and Greg M. Allenby (2005), “Modeling
Simultaneity in Survey Data,” Quantitative Marketing and Economics, 3,
311-335, paper.
23.
Yang, Sha and Priya Raghubir (2005),
"Can Bottles Speak Volumes? The Effect of Package Shape on How Much to
Buy", Journal of Retailing, 81(4), 269-281, paper.
24.
Allenby, Greg, Tom Shively, Sha Yang and Mark Garratt (2004) "A
Choice Model for Packaged Goods: Dealing With Discrete Quantities and Quantity
Discounts,” Marketing Science, 23(1), 95-108, paper.
25.
Yang, Sha, Yuxin, Chen and Greg M. Allenby
(2003) “Bayesian Analysis of Simultaneous Demand and Supply,” Quantitative
Marketing and Economics, 1, 251-275, paper.
26.
Fennell, Geraldine, Greg M. Allenby, Sha Yang and Yancy Edwards (2003),
“The Effectiveness of Demographic and Psychographic Variables For Explaining
Brand and Product Use,” Quantitative Marketing and Economics, 1,
223-244, paper.
27.
Yang, Sha and Greg M. Allenby (2003),
“Modeling Interdependent Consumer Preferences,” Journal of Marketing
Research, 40(3), 282-294, paper.
28.
Qi, Min and Sha Yang (2003), "Forecasting
Consumer Credit Card Adoption: What Can We Learn About the Utility
Function?" International Journal of
Forecasting, 19, 71-85, paper.
29.
Allenby, Greg, Albert Bemmaor, Vijay
Bhargava, Francois Christen, Jackie Dawley, Peter Dickson, Yancy Edwards,
Geraldine Fennell, Mark Garratt, Jim Ginter, Alan Sawyer, Richard Staelin, and Sha Yang (2002), "Market Segmentation
Research: Beyond Within and Across Group Differences", Marketing
Letters, 13(3), 231-241, paper.
30.
Yang, Sha, Greg M. Allenby and Geraldine
Fennell (2002), “Modeling Variation in Brand Preferences: The Roles of
Objective Environment and Motivating Conditions,” Marketing Science,
21(1), 14-31, paper.
31.
Yang, Sha and Greg M. Allenby (2000), “A Model
for Observation, Structural, and Household Heterogeneity in Panel Data,” Marketing Letters, 11(2), 137-149, paper.