Professor of Marketing | Coordinator, Marketing PhD Program
Wang, Cindy Xin, Hong Yuan, and Joshua T. Beck. "Too Tired for a Good Deal: How Customer Fatigue Shapes The Performance of Pay-What-You-Want Pricing." Journal of Business Research 144: 987-996. https://doi.org/10.1016/j.jbusres.2022.02.014.
Hanson, Sara, Monika Kukar-Kinney, and Hong Yuan. "Understanding the Impact of Recipient Identification and Discount Structure on Social Coupon Sharing: The Role of Altruism and Market Mavenism." Psychology & Marketing 38, no. 11: 2102-2121. https://doi.org/10.1002/mar.21555.
Wang, Cindy Xin, Joshua T. Beck, and Hong Yuan. "The Control-Effort Trade-Off in Participative Pricing: How Easing Pricing Decisions Enhances Purchase Outcomes." Journal of Marketing 85, no. 5: 145-160. https://doi.org/10.1177/0022242921990351.
Minton, Elizabeth A., T. Bettina Cornwell, and Hong Yuan. "I Know What You Are Thinking: How Theory of Mind and Cognitive Abilities Are Employed in Product Evaluations." Journal of Business Research 128: 405-422. https://doi.org/10.1016/j.jbusres.2021.02.002.
Warren, Nathan, Sara Hanson, and Hong Yuan. "Feeling Manipulated: How Tip Request Sequence Impacts Customers and Service Provider." Journal of Service Research 24, no. 1: 66-83. https://doi.org/10.1177/1094670519900553.
Warren, Nathan, Sara Hanson, and Hong Yuan. "Who's in Control? How Default Tip Levels Influence Customer Response." Marketing Science Institute Working Paper Series, 21-126.
Tran, Chi, Brandon Reich, and Hong Yuan. "No to Facebook but Yes to Amazon: A Multi-Method Investigation of Consumer Response to Privacy Violations," Marketing Science Institute Working Paper Series, 21-118.
Wang, Haizhong, Hong Yuan, Xiaolin Li, and Huaxi Li. "The Impact of Psychological Identification with Home-Name Stocks on Investor Behavior: an Empirical and Experimental Investigation." Journal of the Academy of Marketing Science 47, no. 6: 1109-1130. https://doi.org/10.1007/s11747-019-00677-3.
Reich, Brandon, and Hong Yuan. "A Shared Understanding: Redefining 'Sharing' from a Consumer Perspective." Journal of Marketing Theory and Practice 27, no. 4: 430-444. https://doi.org/10.1080/10696679.2019.1644954.
Kulkarni, Atul, Xin Wang, and Hong Yuan. "Boomerang Effect of Incentive Reminders during Shopping Trips." Journal of Consumer Marketing 36, no. 5: 592-599. https://doi.org/10.1108/JCM-07-2018-2783.
Warren, Nathan, Sara Hanson, and Hong Yuan. "The Manipulative Art of Pre-Service Tip Elicitation," Marketing Science Institute Working Paper Series, 19-111.
Hanson, Sara, and Hong Yuan. "Friends with Benefits: Social Coupon as a Strategy to Enhance Customers' Social Empowerment." Journal of the Academy of Marketing Science 46, no. 4: 768-787. https://doi.org/10.1007/s11747-017-0534-9. Also published as a Marketing Science Institute working paper.
Li, Shenyu, Rong Huang, Hong Yuan, and Qiong Zhou. "Optimizing the Effectiveness of Container Packaging Design: How Shape Influences Customer Proportion Judgments." Applied Marketing Analytics 4, no. 1: 79-92.
Kulkarni, Atul and Hong Yuan. "Construal-Level Mindsets Enhance Behavioral Persistence in Response to Incentive Valence." Journal of Behavioral Decision Making 30, no. 5: 1041-1051. https://doi.org/10.1002/bdm.2020.
Hanson, Sara, and Hong Yuan. "Using Social Coupons to Enhance Customers' Social Empowerment." Marketing Science Institute Working Paper Series, 17-101.
Kulkarni, Atul, and Hong Yuan. "Effect of Ad-Irrelevant Distance Cues on Persuasiveness of Message Framing." Journal of Advertising 44, no. 3: 254-263. https://doi.org/10.1080/00913367.2014.975877.
Yuan, Hong, Miguel Gomez, and Vithala R. Rao. "Trade Promotion Decisions under Demand Uncertainty: A Market Experiment Approach." Management Science 59 no. 7: 1709-1724. https://doi.org/10.1287/mnsc.1120.1652.
White, Tiffany B. and Hong Yuan. "Building Trust to Increase Purchase Intentions: The Signaling Impact of Low Pricing Policies." Journal of Consumer Psychology 22, no. 3: 384-394. https://doi.org/10.1016/j.jcps.2011.09.003.
Yuan, Hong, and Aradhna Krishna. "Price-Matching Guarantees with Endogenous Search: A Market Experiment Approach." Journal of Retailing 87, no. 2: 182-193. https://doi.org/10.1016/j.jretai.2011.04.002.
Yuan, Hong, and Song Han. "The Effects of Consumers’ Price Expectations on Sellers’ Dynamic Pricing Strategies." Journal of Marketing Research 48, no. 1: 48-61. https://doi.org/10.1509/jmkr.48.1.48.
Yuan, Hong, and Aradhna Krishna. "Pricing of Mall Services in the Presence of Sales Leakage." Journal of Retailing 84, no. 1: 95-117. https://doi.org/10.1016/j.jretai.2008.01.008.
Krishna, Aradhna, Richard Briesch, Donald R. Lehmann, and Hong Yuan. "A Meta-Analysis of the Impact of Price Presentation on Perceived Savings." Journal of Retailing 78, no. 2: 101-118. https://doi.org/10.1016/S0022-4359(02)00072-6.
- Yuan, Hong, Nathan Warren, and Sara Hanson. "The Impact of Changes to Tipping Norms at The Organizational Frontline: A Comparison of Pre-Service and Post-Service Tipping." American Marketing Association SERVSIG Conference, 2018.
- Hanson, Sara, Monika Kulkar-Kinney, and Hong Yuan. "One for Me, One for You: Exploring Consumers' Motivations to Share Referral Coupons." Journal of the Association for Consumer Research Consumer Response to the Evolving Retailing Landscape Conference, 2017.
- Yuan, Hong, and Aradhna Krishna. "Pricing of Mall Services When Transactions Can End outside the Mall." American Marketing Association Winter Educators' Conference, 2016.
- Hanson, Sara, and Hong Yuan. "Share It Forward: The Effect of Social Couponing on Purchase Intentions." American Marketing Association Summer Educators' Conference, 2015.
- Kulkarni, Atul, and Hong Yuan. "Consumers' Search Intentions in Response to Conditional Promotions." Association for Consumer Research Conference, 2012.
In preparation for the upcoming 2018-2019 school year, the Lundquist College of Business is proud to announce its upcoming faculty promotions and named appointments.
The Lundquist College is delighted to welcome six new professors, instructors, and staff members in fall 2013.