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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
Consumer
choice, Online advertising, Competition, User Generated Content, Bayesian
methods
Publications
1.
Hu, Mantian, Sha Yang and Daniel Xu (2018), “Understanding
the Social Learning Effect in Contagious Switching Behavior,” Management Science, forthcoming.
2.
Jian, Lian, Sha Yang, Sulin
Ba, Li Lu and L. Cristal Jiang (2018), “Managing the Crowds: the Effect of
Prize Guarantees and In-Process Feedback on Participation in Crowdsourcing
Contests,” MIS Quarterly, forthcoming,
pdf.
3.
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,
forthcoming, pdf.
4.
Lu, Shijie and Sha Yang (2017), "Investigating the Spillover Effect
of Keyword Market Entry in Sponsored Search Advertising," Marketing Science, 36(6),
976-998, pdf.
5.
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.
6.
Yang, Sha, Shijie Lu and Xianghua Lu (2014), “Modeling Competition and
Its Impact in Paid-Search Advertising,” Marketing
Science, 33(1), 134-153, pdf.
7.
Zhao, Yi, Sha Yang, Vishal Narayan and Ying Zhao (2013), “Modeling
Consumer Learning from Online Product Reviews,” Marketing Science, 32(1), 153-169, pdf.
8.
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, pdf.
9.
Gu, Jane and Sha Yang (2010), “Quantity-Discount
Dependent Consumer Preferences and Competitive Non-linear Pricing,” Journal
of Marketing Research, 47(6), 1100-1113,
pdf.
10.
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, pdf.
11. Yang, Sha, Yi Zhao and Ravi Dhar (2010), “Modeling the Under Reporting Bias in Panel
Survey Data”, Marketing Science, 29(3),
525-539, pdf.
12.
Yang, Sha, Yi Zhao, Tulin Erdem, and Ying Zhao (2010) “Modeling the
Intra-Household Behavioral Interaction,” Journal of Marketing Research,
47(3), 470-484, pdf.
13.
Ghose, Anindya and Sha Yang (2009) “An Empirical Analysis of Sponsored Search in Online Advertising,”
(Lead Article), Management Science,
55(10), 1605-1622, pdf.
14.
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.
15.
Chen, Yuxin, Sha Yang and Ying Zhao (2008), “A Simultaneous Model of
Consumer Brand Choice and Negotiated Price” Management Science, 54(3),
538-549.
16.
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.
17.
Yang, Sha, Livia Markoczy and Min Qi (2007),
“Unrealistic Optimism in Consumer Credit Card Adoption,” Journal of Economic
Psychology, 28, 170-185.
18.
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.
19.
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.
20.
Gilbride Tim, Sha Yang and Greg M. Allenby (2005), “Modeling
Simultaneity in Survey Data,” (Lead Article), Quantitative Marketing and
Economics, 3, 311-335.
21.
Yang, Sha and Priya Raghubir (2005), "Can Bottles Speak Volumes?
The Effect of Package Shape on How Much to Buy" (translated and published
in RAM, a leading French marketing journal), Journal of Retailing,
81(4), 269-281.
22.
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.
23.
Yang, Sha, Yuxin, Chen and Greg M. Allenby (2003) “Bayesian Analysis of
Simultaneous Demand and Supply,” (Discussion Paper), Quantitative Marketing
and Economics, 1, 251-275.
24.
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.
25.
Yang, Sha and Greg M. Allenby (2003), “Modeling Interdependent Consumer
Preferences,” Journal of Marketing Research, 40(3), 282-294.
26.
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.
27.
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.
28.
Yang, Sha, Greg M. Allenby and Geraldine Fennell (2002), “Modeling
Variation in Brand Preferences: The Roles of Objective Environment and
Motivating Conditions,” (Lead Article), Marketing Science, 21(1), 14-31.
29.
Yang, Sha and Greg M. Allenby (2000), “A Model for Observation,
Structural, and Household Heterogeneity in Panel Data,” Marketing Letters, 11(2), 137-149.