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Education
Ohio
State University, Marketing (PhD 2000, MA 1998), Statistics (MS 1998),
Economics (MA 1995)
Renmin University of China,
International Economics (BA 1994)
Research Interests
Choice modeling, Interdependent consumer decisions,
Online advertising, Social network, Bayesian methods
Publications
1.
Zhao, Yi, Sha
Yang, Vishal Narayan and Ying Zhao (2012), “Modeling Consumer Learning from
Online Product Reviews,” Marketing
Science, forthcoming, pdf.
2.
Yang, Sha, Mantian Hu, Russ Winer, Henry Assael and Xiaohong Chen (2012),
“An Empirical Study of Word-Of-Mouth Generation and Consumption,” Marketing Science, forthcoming, pdf.
3.
Gu, Jane and Sha Yang (2010), “Quantity-Discount
Dependent Consumer Preferences and Competitive Non-linear Pricing,” Journal
of Marketing Research, 47(6), 1100-1113,
pdf.
4.
Yang, Sha and Anindya Ghose (2010), “Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive,
Negative or Zero Interdependence?” Marketing Science, 29 (4),
602-623, pdf.
5.
Yang, Sha, Yi
Zhao and Ravi Dhar (2010), “Modeling the Under
Reporting Bias in Panel Survey Data”, Marketing Science, 29(3), 525-539, pdf.
6.
Yang, Sha, Yi
Zhao, Tulin Erdem, and Ying
Zhao (2010) “Modeling the Intra-Household Behavioral Interaction,” Journal
of Marketing Research, 47(3), 470-484, pdf.
7.
Ghose, Anindya
and Sha Yang (2009) “An Empirical
Analysis of Sponsored Search in Online Advertising,” (Lead Article), Management Science, 55(10),
1605-1622, pdf.
8.
Moe, Wendy and
Sha Yang (2009), "Inertial Disruption: The Impact of a New Competitive
Entrant on Online Consumer Search", Journal of Marketing, 73(1),
109-121.
9.
Chen, Yuxin, Sha
Yang and Ying Zhao (2008), “A Simultaneous Model of Consumer Brand Choice and
Negotiated Price” Management Science, 54(3), 538-549.
10.
Chen, Yuxin and
Sha Yang (2007), “Estimating Disaggregate Models Using Aggregate Data via
Augmentation of Individual Choice,” Journal of Marketing Research,
44(4), 613-621.
11.
Yang, Sha, Livia Markoczy and Min Qi (2007),
“Unrealistic Optimism in Consumer Credit Card Adoption,” Journal of Economic
Psychology, 28, 170-185.
12.
Yang, Sha, Vishal
Narayan and Henry Assael (2006), “Estimating the
Interdependence of Television Program Viewership Between
Spouses: A Bayesian Simultaneous Equation Model,” Marketing Science,
25(4), 336-349.
13.
Bradlow, Eric, Bart Bronnenberg, Neeraj Arora, David Bell, Sri
Devi Deepak, Frankel ter Hofstede,
Catarina Sismeiro, Raphael
Thomadsen, and Sha Yang (2006), "Spatial Models in Marketing", Marketing
Letters, 16(3), 267-278.
14.
Gilbride Tim, Sha Yang and Greg M. Allenby (2005), “Modeling
Simultaneity in Survey Data,” (Lead Article), Quantitative Marketing and
Economics, 3, 311-335.
15.
Yang, Sha and
Priya Raghubir (2005), "Can Bottles Speak Volumes? The Effect of Package
Shape on How Much to Buy" (translated and published in RAM, a leading
French marketing journal), Journal of Retailing, 81(4), 269-281.
16.
Allenby, Greg,
Tom Shively, Sha Yang and Mark Garratt (2004) "A Choice Model for Packaged
Goods: Dealing With Discrete Quantities and Quantity Discounts,” Marketing
Science, 23(1), 95-108.
17.
Yang, Sha, Yuxin,
Chen and Greg M. Allenby (2003) “Bayesian Analysis of Simultaneous Demand and
Supply,” (Discussion Paper), Quantitative Marketing and Economics, 1,
251-275.
18.
Fennell,
Geraldine, Greg M. Allenby, Sha Yang and Yancy
Edwards (2003), “The Effectiveness of Demographic and Psychographic Variables For Explaining Brand and Product Use,” Quantitative
Marketing and Economics, 1, 223-244.
19.
Yang, Sha and
Greg M. Allenby (2003), “Modeling Interdependent Consumer Preferences,” Journal
of Marketing Research, 40(3), 282-294.
20.
Qi, Min and Sha
Yang (2003), "Forecasting Consumer Credit Card Adoption: What Can We Learn
About the Utility Function?" International
Journal of Forecasting, 19, 71-85.
21.
Allenby, Greg,
Albert Bemmaor, Vijay Bhargava,
Francois Christen, Jackie Dawley, Peter Dickson, Yancy Edwards, Geraldine Fennell, Mark Garratt, Jim Ginter, Alan Sawyer, Richard Staelin,
and Sha Yang (2002), "Market Segmentation Research: Beyond Within and
Across Group Differences", Marketing Letters, 13(3), 231-241.
22.
Yang, Sha, Greg
M. Allenby and Geraldine Fennell (2002), “Modeling Variation in Brand
Preferences: The Roles of Objective Environment and Motivating Conditions,”
(Lead Article), Marketing Science, 21(1), 14-31.
23.
Yang, Sha and
Greg M. Allenby (2000), “A Model for Observation, Structural, and Household
Heterogeneity in Panel Data,” Marketing
Letters, 11(2), 137-149.