معرفی
Sha Yang serves as the Ernest Hahn Professor of Marketing at the Marshall School of Business, University of Southern California, where she has held full-time faculty positions since 2017 after progressing from Assistant to Associate Professor roles at New York University and UC-Riverside. Her research examines interdependencies in consumer preferences, social influences on decision-making, and competitive dynamics in advertising, pricing, and platform growth.
Her educational background includes a PhD in Marketing (2000) and MA in Statistics (1998) from Ohio State University, complemented by an MA in Economics (1995) and BA in International Economics (1994) from Renmin University of China. Her methodological expertise spans Bayesian methods, structural modeling, and data analytics applied to consumer behavior.
Yang's research portfolio reveals consistent focus on digital marketing phenomena, with recent work analyzing cross-category spillovers in advertising, review impacts under negotiated pricing, and psychological pricing effects in luxury markets. Her publications in Journal of Marketing, Management Science, and Marketing Science demonstrate interdisciplinary approaches bridging econometrics and behavioral insights.
Among her recognitions is the Marketing Science Institute Young Scholar award. She has served as Associate Editor for Journal of Marketing (2017-present) and Marketing Science (2017-2024), reflecting her scholarly impact.
- Marketing Science Institute Young Scholar
- Associate Editor, Journal of Marketing (2017-present)
- Associate Editor, Marketing Science (2017-2024)
- VP, INFORMS Society for Marketing Science
Administratively, Yang served as Vice Dean and Senior Vice Dean for Faculty and Academic Affairs at Marshall School of Business (2020-2023), overseeing faculty development and academic strategy. Her current research integrates causal inference methods with media and entertainment industry applications, supported by grants from marketing research institutions.
