Haiyang Yang, PhD

Assistant Professor
Areas of Interest
Marketing, Decision-Making, Consumer Psychology

Haiyang Yang, PhD (Marketing, INSEAD), is an Assistant Professor in the research track. His research focuses on understanding factors and processes that impact judgment and decision-making.

Honors and distinctions

  • 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
  • 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
  • Fellow, American Marketing Association - Sheth Foundation Doctoral Consortium
  • INSEAD Fellowship

Selected publications

  • “The Feeling of Not Knowing It All,” Journal of Consumer Psychology, 2019, (with Ziv Carmon, Dan Ariely, & Mike Norton)
  • “The Visual Asymmetry Effect,” Journal of Marketing Research, 2018, (with Jonathan Luffarelli & Antonios Stamatogiannakis)
  • “How Counterfeits Infect Genuine Products: The Role of Moral Disgust,” Journal of Consumer Psychology, 2018, 28, 2, 329-343 (with Moty Amar, Dan Ariely, & Ziv Carmon)
  •  “Pursuing Attainment versus Maintenance Goals: The Interplay of Self-Construal and Goal Type on Consumer Motivation,” Journal of Consumer Research, 2015, 42, 93-108 (with Antonios Stamatogiannakis & Amitava Chattopadhyay)
  •  “Unconscious Creativity: When can Unconscious Thought Outperform Conscious Thought?” Journal of Consumer Psychology, 2012, 22, 573–581 (with Amitava Chattopadhyay, Kuangjie Zhang, & Darren Dahl)
  •  “For Whom is Parting from Possessions More Painful: Cultural Differences in the Endowment Effect,” Psychological Science, 2010, 21(12), 1910–1917 (with Will Maddux, Carl Falk, Hajo Adam, Wendi Adair, Yumi Endo, Ziv Carmon, & Steve Heine)