Lifeng Yang
Associate Professorã€PI
Entrepreneurship and Management
Shanghai Tech University
China
Biography
Dr. Lifeng Yang is an Associate Professorã€PI at SEM. A consumer researcher by training, Dr. Yang received her Ph.D. in Business Administration from Fisher College of Business, the Ohio State University. Prior to Ohio State, Dr. Yang received her M.A. from the University of Illinois at Urbana Champaign, and B.A. from the School of Foreign Studies, South China Normal University.
Research Interest
Dr. Yang’s research has focused on the understanding of how persuasion takes effect on attitudes that are ambivalent; how consumer heterogeneity affects the perception of advertising messages; how cause-related marketing may or may not be well received; and how branding strategies should be differentiated. Dr. Yang has presented her research at the Association for Consumer Research conferences, the Society for Consumer Psychology conferences, the American Marketing Association conference, Indiana University Kelley School of Business, Tulane University Freeman School of Business, University of Alabama at Birmingham, Peking University Guanghua School of Management, Sun Yat-sen University School of Management, etc. Her research publications can also be found in various business research journals.
Publications
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Howie, Katharine* and Lifeng Yang (2014), “Consumer Participation in Cause-Related Marketing,†NA - in Advances in Consumer Research, Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN: Association for Consumer Research.
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Yang, Lifeng and Katharine Howie* (2014), “Positive Effects of Misfit in Sponsorship Relationships: When Misfit Benefits the Brand,†NA - in Advances in Consumer Research, Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN: Association for Consumer Research.
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Cinelli, Melissa M. and Lifeng Yang (2013), “Estimate Precision,†NA - in Advances in Consumer Research, Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN: Association for Consumer Research.
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Easwar, Karthik and Lifeng Yang (2012), “The Language of Advertising: Examining the Benefit of Construal Matching,†NA - in Advances in Consumer Research, Volume 40, eds. Zeynep Gurhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN: Association for Consumer Research.
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Yang, Lifeng and H. Rao Unnava (2011), “When Ambivalence Increases Attitude Behavior Correspondence,†NA - in Advances in Consumer Research, Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN: Association for Consumer Research.
