兔子先生

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Zhiyong Yang

Chair & Professor

Marketing


Zhiyong Yang

Contact Information

Office Hours

  • *Not teaching this semester

Links

  • [PDF]*

* Accessible version of PDF available upon request.

Profile

Academic Background

  • Ph.D., Marketing, Concordia University, 2007
  • MBA (with honors), Zhejiang University, China, 2002
  • M.Sc, Electronic Engineering, Zhejiang University, China, 1998
  • B.Sc, Electronic Engineering (with honors), North China Electric Power University, China, 1990

Academic & Professional Experience

  • Professor and Chair, Department of Marketing, 兔子先生 University, 2022-present
  • Professor and Chair, Department of Marketing, Entrepreneurship, Hospitality and Tourism, University of North Carolina at Greensboro, 2018-2022
  • Professor of Marketing, University of Texas at Arlington, 2018
  • Associate Professor of Marketing, University of Texas at Arlington, 2013-2018
  • Assistant Professor of Marketing, University of Texas at Arlington, 2007-2013
  • Vice President, Central China Electric Power Int'l Economic & Trade Co. Ltd., China, 1998-2002
  • Chief Design Engineer, Jiangxi Provincial Electric Power Design Institute, China, 1993-1997
  • Engineer, Jiangxi Provincial Electric Power Design Institute, China, 1990-1992

Selected Publications

  • Adam, Zitian and Zhiyong Yang (forthcoming), "Breaking the Mold: How Visual Atypicality Shapes Brand-Generated Image Virality," International Journal of Research in Marketing.
  • Fang, Xiang, Zhiyong Yang, Kevin Kam Fung So, Yingying Shao, Zhuofan Zhang, and Grace Fang Yu-Buck (forthcoming), "Stay or Leave? How Corporate Responses to Economic Sanctions Shape Consumer Reactions," Journal of the Academy of Marketing Science.
  • Yang, Zhiyong, Franklin Velasco Vizcaino, and Manhui Jin (2025), "Enhancing Patient Wellbeing through Telemedicine Services: The Impact of Cognitive and Affective Service Quality Ratings and Physicians' Long-Term Orientation," International Journal of Information Management, 82, 102873.
  • Jin, Manhui, Zhiyong Yang, Traci Freling, and Narayan Janakiraman (2025), "The Human Superiority Effect in Advice-taking: A Multi-method Exploration of Preferences for Human- vs. AI-generated Outputs," Journal of Public Policy & Marketing, 44(3), 350-369.
  • Liu, Yonghong, Chen Zhao, Zhiyong Yang, and Zhonghua Gao (2025), "The Effect of Abusive Supervision on Employee Job Performance: The Moderating Role of Employment Contract Type," Journal of Business Ethics, 196, 209-221.
  • Freling, Traci, Ritesh Saini, and Zhiyong Yang (2024), "The Erosion of Rationality in High Vulnerability Conditions: An Experimental Exploration of the Anecdotal Bias," Canadian Journal of Administrative Sciences, 41, 577-598. (Equal authorship).
  • Briggs, Elten, Abigail Torres Rico, Tracy Kizer, and Zhiyong Yang (2024), "How a Publicized Leader Transgression Can Affect Member Outcomes and Gift Purchasing of Associated Symbolic Products," European Journal of Marketing, 58(6), 1630-1652.
  • Ma, Han, Franklin Velasco Vizcaino, Narayan Janakiraman, and Zhiyong Yang (2024), "A Meta-Analytic Investigation into the Pay-It-Forward Phenomenon: The Roles of Individualism-Collectivism and Social Distance," Journal of Business Research, 183, 114822.
  • Yang, Zhiyong (2024), "Differential Effects of Parental Psychological Control on Boys' versus Girls' Smoking Development," Journal of Association for Consumer Research, 9(2), 200-215.
  • Yang, Zhiyong, Franklin Velasco, Tanner, Emily C., and John F. Tanner Jr. (2023), "How Do Vape Advertising Campaigns Affect Consumers' Vaping Tendency? A Meta-Analytic Investigation," Journal of Public Policy & Marketing, 43(1), 53-75.
  • Wang, Jingguo, Meichen Dong, Zhiyong Yang, and Yuan Li (2023), "Passing the Torch: How Parental Privacy Concerns Affect Adolescent Self-Disclosure on Social Networking Sites," MIS Quarterly, 47(4), 1585-1614.
  • Cai, Fengyan, Xiaohong Zhao, and Zhiyong Yang (2023), "Are People Less Generous After a Family Member Gives to Charity? The Interaction of Self-construal and Interpersonal Closeness," International Journal of Research in Marketing, 40(2), 398-416.
  • Mourali, Mehdi and Zhiyong Yang (2023), "Misperception of Multiple Risks in Medical Decision-Making," Journal of Consumer Research, 50, 25-47.
  • Wang, Li, Chunyang Tong, and Zhiyong Yang (2023), "Linking CIO - CMO Communication and Product Innovation via VCE Engagement: A Moderated Mediation Study," British Journal of Management, 34(1), 259-279.
  • Nie, Xiaodong (Elva), Zhiyong Yang, Yinlong Zhang, and Narayan Janakiraman (2022), "How Does Global-Local Identity Affect Consumer Preference for Access-based Consumption? Investigating the Mediating Role of Consumption Openness," Journal of Marketing Research, 59(3), 555-577. 聽
  • Yang, Zhiyong, Traci Freling, Sijie Sun, and Pamela A. Richardson (2022), 鈥淲hen Do Product Crises Hurt Business? A Meta鈥揂nalytic Investigation of Negative Publicity on Consumer Responses,鈥 Journal of Business Research, 150, 102-120.
  • Yang, Zhiyong, Fernando Jaramillo, Yonghong Liu, Rong Huang, and Weiling Ye (2021), "The Impact of Abusive Supervision on Employees' Customer Orientation and Job Performance: Roles of Contingent Reward and Contingent Punishment," European Journal of Marketing, 55(2), 543-564.
  • Freling, Traci, Zhiyong Yang, Ritesh Saini, Omar Itani, and Ryan Rashad Abualsamh (2020), "When Poignant Stories Outweigh Cold Hard Facts: A Meta-analysis of the Anecdotal Bias," Organizational Behavior and Human Decision Processes, 160, 51-67. (Equal authorship for the first four authors)
  • Yang, Zhiyong, Narayan Janakiraman, Mehdi T. Hossain, and Douglas B. Grisaffe (2020), 鈥淒ifferential Effects of Pay鈥揑t鈥揊orward and Direct鈥揜eciprocity on Prosocial Behavior,鈥 Journal of Business Research, 121, 400-408.
  • Yang, Zhiyong, Sijie Sun, Ashok Lalwani, and Narayan Janakiraman (2019), "How Does Consumers' Local or Global Identity Influence Price-Perceived Quality Associations? The Role of Perceived Quality Variance," Journal of Marketing, 83(3), 145-162.
  • Yang, Zhiyong, Kristopher Floyd, and John F. Tanner Jr. (2019), 鈥淓ffects of Antismoking Messages from Media on Adolescent Smoking: The Roles of Family, School, and Culture,鈥 Journal of Business Research, 103, 222-231.
  • Mourali, Mehdi, Zhiyong Yang, Frank Pons, and Derek Hassay (2018), "Consumer Power and Choice Deferral: The Role of Anticipated Regret," International Journal of Research in Marketing, 35, 81-99.
  • Cai, Fengyan, Zhiyong Yang, Robert S. Wyer, Jr., and Alison Jing Xu (2017), "The Interactive Effects of Bitter Flavor and Mood on the Decision to Spend or Save Money," Journal of Experimental Social Psychology, 70, 48-58.
  • Yang, Zhiyong, Ritesh Saini, and Traci Freling (2015), "How Anxiety Leads to Suboptimal Decisions under Risky Choice Situations," Risk Analysis, 35(10), 1789-1800. (Equal authorship)
  • Yang, Zhiyong, Jingguo Wang, and Mehdi Mourali (2015), 鈥淭he Effect of Peer Influence on Two Aspects of Music Piracy: The Moderating Role of Self鈥揅onstrual,鈥 Journal of Business Research, 68(3), 516-525.
  • Yang, Zhiyong and Jingguo Wang (2015), "Differential Effects of Social Influence Sources on Self-Reported Music Piracy," Decision Support Systems, 69, 70-81.
  • Yang, Zhiyong and Richard G. Netemeyer (2015), "Differential Effects of Parenting Strategies on Child Smoking Trajectories: A Longitudinal Assessment over Twelve Years," Journal of Business Research, 68(6), 1273-1282.
  • Walsh, Gianfranco, Zhiyong Yang, Patrick Hille, and David Dose (2015), "The Effect of Job-Related Demands and Resources on Service Employees' Willingness To Report Complaints: Germany Versus China," Journal of Service Research, 18(2), 193-209.
  • Ma, Zhenfeng, Zhiyong Yang, and Mehdi Mourali (2014), "Consumer Adoption of New Products: Independent versus Interdependent Self-Perspectives," Journal of Marketing, 78(2), 101-117.
  • Yang, Zhiyong, Chankon Kim, Michel Laroche, and Hanjoon Lee (2014), 鈥淧arental Style and Consumer Socialization among Adolescents: A Cross鈥揘ational Investigation,鈥 Journal of Business Research, 67, 228鈥236 (lead article).
  • Mourali, Mehdi and Zhiyong Yang (2013), "The Dual Role of Power in Resisting Social Influence," Journal of Consumer Research, 40(3), 539-554.
  • Yang, Zhiyong, Charles M. Schaninger, and Michel Laroche (2013), "Demarketing Teen Tobacco and Alcohol Use: Negative Peer Influence and Longitudinal Roles of Parenting and Self Esteem," Journal of Business Research, 66(4), 559-567.
  • Wang, Jingguo, Zhiyong Yang, and Sudip Bhattacharjee (2011), "One Coin, Two Sides: Differential Effects of Social Learning on Two Aspects of Music Piracy," Journal of Management Information Systems, 28(3), 343-384.
  • Yang, Zhiyong and Michel Laroche (2011), "Parental Responsiveness and Adolescent Susceptibility to Peer Influence: A Cross-Cultural Investigation," Journal of Business Research, 64, 979-987.
  • Yang, Zhiyong and Charles M. Schaninger (2010), "The Impact of Parenting Strategies on Child Smoking Behavior: The Role of Child Self-Esteem Trajectory," Journal of Public Policy & Marketing, 29(2), 232-247.
  • Yang, Zhiyong and Charles M. Schaninger (2010), "Parenting Strategies as Influences of Teen Drinking via Self Esteem: An Important Area for Family Policy," Journal of Macromarketing, 30(4), 331-341.
  • Yang, Zhiyong, Fernando Jaramillo, and Larry Chonko (2010), 鈥淧roductivity and Coauthorship in JPSSM: A Social Network Analysis,鈥 Journal of Personal Selling & Sales Management, 30(1), 47-71.
  • Yang, Zhiyong and Charles M. Schaninger (2010), 鈥淧arenting Strategies as Influences of Teen Drinking via Self Esteem: An Important Area for Family Policy,鈥 Journal of Macromarketing, 30(4), 331-341.
  • Zhou, Lianxi, Zhiyong Yang, and Michel K. Hui (2010), "Non-Local or Local Brands? A Multi-Level Investigation into Confidence in Brand Origin Identification and Its Strategic Implications," Journal of the Academy of Marketing Science, 38, 202-218.
  • Laroche, Michel, Zhiyong Yang, Chankon Kim, and Marie-Odile Richard (2007), "How Culture Matters in Children's Purchase Influence: A Multi-Level Investigation," Journal of the Academy of Marketing Science, 35(1), 113-126.
  • Laroche, Michel, Zhiyong Yang, Gordon H.G. McDougall, and Jasmin Bergeron (2005), "Internet versus Bricks-and-mortar Retailers: An Investigation into Intangibility and Its Consequences," Journal of Retailing, 81(4), 251-267 (lead article).

Biography

Dr. Zhiyong Yang is a Professor of Marketing at the Farmer School of Business, 兔子先生 University. Before entering academia, he spent over a decade in industry, where he held several leadership roles, including project manager, marketing manager, and vice-president, at major corporations.

His research focuses on family decision making and cultural psychology, particularly in two areas: (1) the long-term impact of parenting on children's consumption patterns, and (2) the influence of situationally activated cultural identities (e.g., self-construal, sense of power, local-global identity) on consumer decision making. He has published over 70 referred journal articles, many of which appear in top-tier journals, including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, MIS Quarterly, and Journal of Experimental Social Psychology.

He currently serves as an Area Editor for the International Journal of Research in Marketing, an Associate Editor for the Journal of Business Research, and a Guest Editor for Industrial Marketing Management. He also sits on the Editorial Review Boards of several other journals, including the Journal of the Academy of Marketing Science. His research has been funded by the U.S. National Science Foundation, Statistics Canada, Fonds Quebecois de la recherche sur la society et la culture (FQRSC), and the Association for Consumer Research. He has also received competitive research awards from the Harvard Center for Risk Analysis at Harvard University.

For more information about Zhiyong, please visit https://sites.google.com/view/zhiyongyang

Courses

  • MKT 325 C 2:50PM 4:10PM M W 3061 FSB