Sha Yang

Sha Yang (CV)

Ernest Hahn Professor of Marketing
Marshall School of Business
University of Southern California
701 Exposition Blvd., Hoffman Hall
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

Employment

2017.08 – Ernest Hahn Professor of Marketing, USC

2022.07 – 2023.06 Senior Vice Dean for Faculty and Academic Affairs, USC

2020.07 – 2022.06 Vice Dean for Faculty and Academic Affairs, USC

2010.09 – 2017.07 Professor of Marketing, USC

2008.08 – 2010.08 Associate Professor of Marketing, New York University

2002.07 – 2008.07 Assistant Professor of Marketing, New York University

2000.08 – 2002.06 Assistant Professor of Marketing, UC - Riverside

Publications

1. Lu, Shijie, Sha Yang and Yao (Alex) Yao (2025), “Within-Category Satiation and Cross-Category Spillover in Multi-Product Advertising,” Journal of Marketing, 89(2), 119-140, paper.

2. Cao, Jisu and Sha Yang (2025), “Understanding the Impact of Reviews on Consumer Product Choices under Negotiated Pricing,” Management Science, 71(1), 753-778, paper.

3. Yao, Yao (Alex), Sha Yang and K. Sudhir (2024), “Separating Substitution and Psychological Effects of Price with a Two-Step Conjoint Approach: Application to Luxury Goods,” International Journal of Research in Marketing, 41(2), 344-361, paper.

4. 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.

5. 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.

6. 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.

7. Hu, Mantian, Sha Yang and Daniel Xu (2019), “Understanding the Social Learning Effect in Contagious Switching Behavior,” Management Science, 65(10), 4451-4949, paper.

8. 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.

9. 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.

10. 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.

11. 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.

12. Yang, Sha, Shijie Lu and Xianghua Lu (2014), “Modeling Competition and Its Impact in Paid-Search Advertising,” Marketing Science, 33(1), 134-153, paper.

13. Zhao, Yi, Sha Yang, Vishal Narayan and Ying Zhao (2013), “Modeling Consumer Learning from Online Product Reviews,” Marketing Science, 32(1), 153-169, paper.

14. 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.

15. 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.

16. 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.

17. Yang, Sha, Yi Zhao and Ravi Dhar (2010), “Modeling the Under Reporting Bias in Panel Survey Data,” Marketing Science, 29(3), 525-539, paper.

18. 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.

19. Ghose, Anindya and Sha Yang (2009) “An Empirical Analysis of Sponsored Search in Online Advertising,” Management Science, 55(10), 1605-1622, paper.

20. 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.

21. 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.

22. 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.

23. Yang, Sha, Livia Markoczy and Min Qi (2007), “Unrealistic Optimism in Consumer Credit Card Adoption,” Journal of Economic Psychology, 28, 170-185, paper.

24. 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.

25. 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.

26. Gilbride Tim, Sha Yang and Greg M. Allenby (2005), “Modeling Simultaneity in Survey Data,” Quantitative Marketing and Economics, 3, 311-335, paper.

27. 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.

28. 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.

29. Yang, Sha, Yuxin, Chen and Greg M. Allenby (2003) “Bayesian Analysis of Simultaneous Demand and Supply,” Quantitative Marketing and Economics, 1, 251-275, paper.

30. 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.

31. Yang, Sha and Greg M. Allenby (2003), “Modeling Interdependent Consumer Preferences,” Journal of Marketing Research, 40(3), 282-294, paper.

32. 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.

33. 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.

34. 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.

35. 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.