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.          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.