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