Profile picture of Hong Yuan

Hong Yuan

Professor of Marketing

Affiliations: Marketing, Oregon MBA
hongy@uoregon.edu
Phone: 541-346-3196
Office: Lillis 470
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About

Biography:

Hong Yuan is a Professor of Marketing and coordinator of the marketing PhD program at the Lundquist College of Business. Yuan's expertise includes retailing, pricing, promotion, services marketing, and sustainability. Her research has been featured in journals including the Journal of Marketing, Journal of Marketing Research, Management Science, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Service Research, Journal of Business Research, and Journal of Retailing. She also serves on the editorial review board of the Journal of Academy of Marketing Science, Journal of Retailing, and Psychology & Marketing.

Yuan received her PhD and MA from the University of Michigan. Since joining the Lundquist College, her research has been funded by organizations such as the National Bureau of Economics Research, Marketing Science Institute, and the National Natural Science Foundation of China.

Degree History:
  • PhD, Marketing, University of Michigan, 2005
  • MA, Applied Economics, University of Michigan, 2001
  • BS, Management Information Systems, Fudan University, 1997
Previous Positions:
  • Professor of Marketing, University of Oregon, 2022–present
  • Booth Associate Professor and Research Scholar, University of Oregon, 2018–2022
  • Director, Business Research Institute, University of Oregon, 2016–2022
  • PhD Coordinator, Department of Marketing, University of Oregon, 2015–present
  • Associate Professor of Marketing (with tenure), University of Oregon, 2015–2022
  • Research Economist, National Bureau of Economic Research, 2015–2017
  • Associate Professor of Marketing (untenured), University of Oregon, 2013–2015
  • Visiting Assistant Professor of Marketing, University of Oregon, 2012–2013
  • Assistant Professor of Marketing, University of Illinois at Urbana-Champaign, 2005–2012
  • Graduate Student Instructor, University of Michigan, 2002–2003
Professional Leadership:
  • Area Editor, Journal of Business Research, 2023–present
  • Area Editor, Journal of Current Issues and Research in Advertising, 2022–present
  • Guest Editor, Special Issue on Dynamic and Personalized Pricing, Journal of Business Research, 2021
  • Editorial Board Member, Psychology & Marketing, 2021–present
  • Editorial Board Member, Journal of Retailing, 2018–present
  • Editorial Board Member, Journal of Academy of Marketing Science, 2016–present
  • Editorial Board Member, Journal of Global Academy of Marketing Science, 2009–2016
Honors and Awards:
  • Consumer Protection Research Grant ($26,450), University of Oregon, April 2022
  • Consumer Protection Research Grant ($9000), University of Oregon, May 2021
  • Research Grant (#72072065, ¥480,000—approximately $80,000), National Natural Science Foundation of P.R. China, 2021–2024
  • Harold and Muriel Berkman Charitable Foundation Grant ($3,000), December 2019
  • Research Grant (#4000917, $2,000), Marketing Science Institute, November 2019
  • Best Paper Award, SERVSIG Conference in Paris, France, June 2018
  • Stanley C. Hollander Award for the Best Retailing Paper, Academy of Marketing Science Conference, May 2018
  • SSA Grant (#5 RRC08098400, Project NB16-04, $70,887), National Bureau of Economics Research Retirement Research Center, 2015–2017
  • Dean's Research Award, University of Oregon, 2015
  • John and Emiko Kageyama Endowment Fund Research Grant for Untenured Faculty, University of Oregon, 2013 ($2,000), 2014 ($2,000), 2015 ($2,000)
  • Research Grant (#71272126, ¥600,000—approximately $100,000), National Natural Science Foundation of P.R. China, 2013–2016
  • Member of the List of Faculty Ranked as Excellent by Students, University of Illinois at Urbana-Champaign, 2010–2011
  • Albert J. Haring Symposium Faculty (representing the University of Illinois at Urbana-Champaign), Indiana University, 2011
  • Teacher Scholar, Center for Excellence in Teaching, University of Illinois at Urbana-Champaign, 2010
  • Research Board Grant ($9,600), University of Illinois at Urbana-Champaign, 2008
  • Honorable mention, Best Paper of the Conference and Best Paper Award of Distribution Channels Track, Winter AMA Educator's Conference, 2006
  • William R. Davidson Award for the Best Article, the Journal of Retailing, 2004
  • Grant for Research on Market Experiments ($12,000), Marketing Science Institute, 2003
  • AMA Sheth Doctoral Consortium Fellow (representing University of Michigan), University of Minnesota, 2003
  • Milton G. and Josephine H. Kendrick Award for Outstanding Doctoral Work, University of Michigan, 2002–2003
  • INFORMS Doctoral Consortium Fellow (representing University of Michigan), University of Alberta, Canada, 2002
  • Gerald and Lillian Dykstra Teaching Award for Outstanding Graduate Student Instructors, University of Michigan, 2002
  • Albert J. Haring Symposium Fellow (representing University of Michigan), Indiana University, 2001
  • Gessner's Award for Outstanding Students from Developing Countries, University of Michigan, 2000–2001

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Areas of Expertise

  • Retailing
  • Pricing
  • Promotion
  • Services marketing
  • Sustainability and ethical consumptions

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Publications

Journal Articles:

Li, Huajun, Yueqiu Lei, Qi Zhou, and Hong Yuan. "Can You Sense without Being Human? Comparing Virtual and Human Influencers Endorsement Effectiveness." Journal of Retailing and Consumer Services 75, no. 1. https://doi.org/10.1016/j.jretconser.2023.103456.

November 2023

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.

May 2022

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.

November 2021

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.

September 2021

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.

May 2021

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.

February 2021

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.

February 2021

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.

February 2021

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.

November 2019

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.

September 2019

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.

August 2019

Warren, Nathan, Sara Hanson, and Hong Yuan. "The Manipulative Art of Pre-Service Tip Elicitation," Marketing Science Institute Working Paper Series, 19-111.

February 2019

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.

July 2018

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.

April 2018

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.

December 2017

Hanson, Sara, and Hong Yuan. "Using Social Coupons to Enhance Customers' Social Empowerment." Marketing Science Institute Working Paper Series, 17-101.

January 2017

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.

March 2015

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.

July 2013

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.

July 2012

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.

June 2011

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.

February 2011

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.

April 2008

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.

June 2002

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Presentations

  • 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.

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