Haiyang Yang, PhD

Haiyang Yang, PhD

Assistant Professor

Academic Discipline: Marketing

Teaching Interests Include:
Marketing Strategy,
Marketing Management,

The Johns Hopkins Carey Business School
100 International Drive
Baltimore, MD 21214

Email: hy@jhu.edu


Haiyang Yang, PhD (Marketing, INSEAD), joined the Johns Hopkins Carey Business School in 2013. He is an Assistant Professor in the research track with expertise in the areas of marketing and decision making.

Honors & Distinctions

  • The Black & Decker Competitive Research Grant
  • Prix du Meilleur Cas Pédagogique en Marketing (Best Marketing Case Award), Association Française du Marketing (The French Association of Marketing)
  • Association for Consumer Research / Sheth Foundation Doctoral Dissertation Award
  • Research Award Grants, Institute on Asian Consumer Insight
  • Best Dissertation Proposal, Runner-up, Society for Marketing Advances
  • Fellow, American Marketing Association / Sheth Foundation Doctoral Consortium
  • INSEAD Fellowship

Selected Publications

  • Yang, Haiyang, Antonios Stamatogiannakis, and Amitava Chattopadhyay, “Pursuing Attainment versus Maintenance Goals: The Interplay of Self-Construal and Goal Type on Consumer Motivation,” Journal of Consumer Research.
  • Yang, Haiyang, Amitava Chattopadhyay, Kuangjie Zhang, and Darren Dahl (2012), “Unconscious Creativity: When can Unconscious Thought Outperform Conscious Thought?” Journal of Consumer Psychology, 22, 573–581.
  • Yang, Haiyang, Ziv Carmon, Barbara Kahn, Anup Malani, Janet Schwartz, Kevin Volpp, and Brian Wansink (2012), “The Hot-Cold Decision Triangle: A Framework for Healthier Choices,” Marketing Letters, 23, 457–472. (special issue for the Choice Symposium)
  • Maddux, Will, Haiyang Yang, Carl Falk, Hajo Adam, Wendi Adair, Yumi Endo, Ziv Carmon, and Steve Heine (2010), “For Whom is Parting from Possessions More Painful: Cultural Differences in the Endowment Effect,” Psychological Science, 21(12), 1910–1917. 

Works In Progress

  • Yang, Haiyang, Ziv Carmon, Dan Ariely, and Michael I. Norton, “The Feeling of Not Knowing: Why Teaching More can Make Students Feel that They Learned Less”
  • Yang, Haiyang, Ziv Carmon, and Ravi Dhar, “Having More Possessions can be Less Satisfying”
  • Yang, Haiyang, Ziv Carmon, and Itamar Simonson, “The Preference for Practical Knowledge: Its Conceptualization, Measurement, and Ability to Predict Consumer Behaviors”
  • Yao Dai, Haiyang Yang, and Hubert Gatignon “Why Customers Upgrade Their Reserved Options: The Impact of the Reservation Gap”