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


        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




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.