Haiyang Yang, PhD

Associate Professor
Academic AreaMarketing
Academic AreaInnovation & Entrepreneurship
Academic AreaHealth
Areas of InterestMarketing, Decision-Making, Consumer Psychology

Haiyang Yang is an expert on marketing and decision-making. He is on the Core Faculty of the Hopkins Business of Health Initiative. His research has appeared in leading academic journals (e.g., Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Psychological Science) and managerial outlets (e.g., Harvard Business Review, MIT Sloan Management Review). His work has also been featured by major public policy platforms (e.g., United Nations, World Economic Forum, JAMA Health Forum) and numerous global media outlets. He is a co-editor at the Journal of the Association for Consumer Research and co-chair of the Association for Consumer Research Special Conference on Metaverse. He has served on the Editorial Review Board of the Journal of Consumer Research, and received recognitions such as the Best Competitive Paper Award from Association for Consumer Research, ACR-Sheth Foundation Dissertation Award, Prix du Meilleur Cas Pédagogique en Marketing from Association Française du Marketing, and Overall Winner Award from the Case Centre. At Johns Hopkins, he has received the Discovery Award, Catalyst Award, Faculty Excellence Award, Excellence in Teaching Award, as well as Teaching Innovation Award. His pedagogical publications have been ranked bestsellers by Harvard Business Publishing and by the Case Centre, translated into several languages, and taught in graduate curricula at leading educational institutions across the world.


  • Ph. D, Marketing, INSEAD
  • MS, Management, INSEAD



  • Marketing Strategy
  • Business in the Age of Crisis and Disruption

Honors and distinctions

  • Discovery Award, Johns Hopkins
  • Catalyst Award, Johns Hopkins
  • Franco Nicosia Best Competitive Paper Award, Association for Consumer Research
  • Overall Winner Award, The Case Centre
  • Excellence in Teaching Award, Johns Hopkins University
  • Dean’s Award for Faculty Excellence, Johns Hopkins Carey Business School
  • Black & Decker Competitive Research Grant
  • Teaching Innovation Fund Award
  • Prix du Meilleur Cas Pédagogique en Marketing, Association Française du Marketing (Best Marketing Case Award, the French Association of Marketing)
  • Competitive Research Grants, Institute on Asian Consumer Insight
  • Association for Consumer Research – Sheth Foundation Doctoral Dissertation Award
  • Fellow, American Marketing Association – Sheth Doctoral Consortium
  • INSEAD Fellowship