Sha Yang
Ernest Hahn Professor of Marketing
Marshall School of Business
University of Southern California
701 Exposition Blvd., HOH
616
Los Angeles, CA 90089-0443
shayang@marshall.usc.edu
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.
Cao, Jisu and Sha
Yang (2023), “Understanding the Impact of Reviews on
Consumer Product Choices under Negotiated Pricing,” Management Science, forthcoming, paper.
2.
Zheng, Xin, Jisu
Cao, Yili (Kevin) Hong, Sha Yang and Xinyao Ren (2023), “Differential Effects
of Multi-dimensional Review Evaluations on Product Sales for Mainstream vs.
Niche Products,” MIS Quarterly, 47(2), 833-856, paper.
3.
Zhao, Yi, Sha
Yang, Matt Shum and Shantanu Dutta (2022), “A Dynamic Model of Player
Level-Progression Decisions in Online Gaming,” Management Science, 68(11),
8062-8082, paper.
4.
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, 41(2), 361-379, paper.
5.
Hu, Mantian, Sha Yang and Daniel Xu (2019), “Understanding
the Social Learning Effect in Contagious Switching Behavior,” Management Science, 65(10), 4451-4949, paper.
6.
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.
7.
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.
8.
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.
9.
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.
10.
Yang, Sha, Shijie Lu and Xianghua Lu (2014),
“Modeling Competition and Its Impact in Paid-Search Advertising,” Marketing Science, 33(1), 134-153, paper.
11.
Zhao, Yi, Sha Yang, Vishal Narayan and Ying Zhao (2013), “Modeling
Consumer Learning from Online Product Reviews,” Marketing Science, 32(1), 153-169, paper.
12.
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.
13.
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.
14.
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.
15. Yang, Sha, Yi Zhao and Ravi
Dhar (2010), “Modeling the Under Reporting Bias in Panel Survey Data,” Marketing
Science, 29(3), 525-539, paper.
16.
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.
17.
Ghose, Anindya and Sha Yang (2009) “An Empirical Analysis of Sponsored Search in Online Advertising,” Management
Science, 55(10), 1605-1622, paper.
18.
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.
19.
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.
20.
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.
21.
Yang, Sha, Livia Markoczy and Min Qi (2007),
“Unrealistic Optimism in Consumer Credit Card Adoption,” Journal of Economic
Psychology, 28, 170-185, paper.
22.
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.
23.
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.
24.
Gilbride Tim, Sha Yang and Greg M. Allenby (2005), “Modeling
Simultaneity in Survey Data,” Quantitative Marketing and Economics, 3,
311-335, paper.
25.
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.
26.
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.
27.
Yang, Sha, Yuxin, Chen and Greg M. Allenby (2003) “Bayesian Analysis of
Simultaneous Demand and Supply,” Quantitative Marketing and Economics,
1, 251-275, paper.
28.
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.
29.
Yang, Sha and Greg M. Allenby (2003), “Modeling
Interdependent Consumer Preferences,” Journal of Marketing Research,
40(3), 282-294, paper.
30.
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.
31.
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.
32.
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.
33.
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.