Hong Yuan | Lundquist College of Business

All College Events

21Feb

KPMG Drop-in Office Hours at Lillis Business Complex

KPMG will host additional office hours on Thursday, February 21 ahead of the February 24 summer leadership program (SLP) application deadline. Students who are eligible for...
22Feb

UO Investment Group Open Meeting at Lillis Business Complex

Join the University of Oregon Investment Group at our information session to learn more about our group. The University of Oregon Investment Group is a student organization...
22Feb

Graduate Student Practice Interviews with Employers at Lillis Business Complex

Practice your interview skills with employers.
22Feb

Queer Ally Coalition Training at N/A

The Queer Ally Coalition (QAC) is a volunteer training workshop open to students, faculty, and staff who are looking for opportunities to expand dialogue and understanding for...
22Feb

Oregon Executive MBA Information Session at 109 NW Naito

This event is filling fast. If you'd like to attend, we encourage you to reserve your seat as soon as possible. Find out more about the UO's Portland-based executive MBA...
23Feb

VITA: Free Tax Preparation at Lillis Business Complex

The Volunteer Income Tax Assistance program (VITA) is free tax return preparation. University of Oregon accounting students will offer their trained expertise to prepare tax...
24Feb

Application Deadline: QuackHatch Undergraduate Business Idea Competition at Online

Are you an undergraduate student with a business or nonprofit idea? Apply to our 4th annual QuackHatch business idea competition and earn up to $1,500 cash to advance your...
25Feb

Diverse Narratives, Good Business Speaker Series: Dramaine Irions at Chiles

The Lundquist College of Business graduate programs office is proud to present the "Diverse Narratives, Good Business" speaker series. Guest speaker Dramaine Irions will...
25Feb

CBRE Meet the Firm at Chiles

CBRE is excited to meet students at the University of Oregon. CBRE will be presenting the unique opportunity to learn more about our company and network with regional...
26Feb

Career Lab: Internship and Job Search Strategies at Lillis Business Complex

Looking for an internship or job can be a daunting task. Join us for an interactive workshop and learn how to maximize your time and effort to secure a career path job that...

All College Events

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The Sound of Sustainability

The modern symphonic orchestra is perhaps the greatest musical instrument ever invented. The cacophony of strings, winds, brass, and percussion is realized through proper preparation that includes all contracted musicians having practiced their fair share, full orchestral rehearsals, production coordination on stage, marketing, strategic planning, fundraising, and an audience to witness the final product. The […]
Natural Products Expo West: Lessons from Outside the Classroom

In the United States the natural foods and products industry is never more celebrated that it is at Expo West. Natural Products Exposition West is an extravagant display of the veterans, the staples and the startups in the natural products world. Every March, the Anaheim Convention Center floods with over 85,000 attendees and all the […]
Logistics at the End of the World: Lessons from Afghanistan

Much of what I know about business and sustainability is from the perspective of the military. For the last nine years, I have served on active duty as a Logistics Officer in the United States Army. Over those years, I have worn many hats and held many important duties. No matter the situation, three things […]
Takeaways from LEED GA Training

Last week a group of MBA students were given the opportunity to participate in a LEED Green Associate training by Leading Green. Many jumped at the chance to gain new skills and enhance their resume. I wanted to take a minute to share our experiences and explain why LEED is important. What is LEED and […]
Salesforce Starts with the ‘Why’

Simon Sinek, author of , ‘Start with Why: How Great Leaders Inspire Everyone to Take Action’, says that for a company to be successful and truly innovative, they have to know their ‘why’. A company I believe really ‘starts with the why’ is Salesforce. Looking at Salesforce from the outside, it is simply an IT […]

Hong

Yuan

Director, Business Research Institute | Robert P. Booth Associate Professor of Marketing and Research Scholar | Coordinator, Marketing PhD Program

477 Lillis

Department of Marketing

Sports Product Management, PhD, Warsaw Sports Marketing Center

541-346-3196

hongy@uoregon.edu

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Faculty Achievements in Publication Soar

Lundquist College faculty continue to impress with distinguished honors and top industry recognition for their pioneering work.

Stepping Up: 2018 Faculty Promotions

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.

Fall's New Faculty

The Lundquist College is delighted to welcome six new professors, instructors, and staff members in fall 2013.

Forward Trajectory

The upcoming academic year promises to be a period of unprecedented activity and growth for the college.

Degree History

PhD, Marketing, University of Michigan, 2005
MA, Applied Economics, University of Michigan, 2001
BS, Management Information Systems, Fudan University, 1997

Previous Academic Positions

National Bureau of Economic Research, Research Economist, 2015–present
University of Oregon, Associate Professor of Marketing, 2013–present
University of Oregon, Visiting Assistant Professor of Marketing, 2012
University of Illinois, Assistant Professor of Marketing, 2005–2011

Professional Leadership Positions

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

Research/Teaching Awards

10th SERVSIG Conference Best Paper, Paris, France, June 2018
Outstanding Reviewer, Journal of Retailing, May 2018
Winner, Stanley C. Hollander Award for the Best Retailing Paper, Academy of Marketing Science Conference, May 2018
Finalist, Organizational Frontline Research Symposium Young Scholar Competition, Feburary, 2018
National Bureau of Economics Research Retirement Research Center (SSA grant #5 RRC08098400) Project NB16-04 "The Impact of Message Framing and Social Networks on Savings Rates," 2015
Dean’s Research Award, University of Oregon, 2015
Research Grant by the John and Emiko Kageyama Endowment Fund, University of Oregon, 2013 and 2014
Teacher Scholar, Center for Excellence in Teaching, University of Illinois at Urbana-Champaign, 2010
UIUC Campus Research Board Grant, 2008
Honorable mention for the 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 in Journal of Retailing, 2006
MSI grant for research on market experiments, 2003

Bio

Hong Yuan is an associate professor of marketing at the Lundquist College of Business. Yuan earned her master’s degree in applied economics and her PhD degree in marketing from the University of Michigan. Her research interests include firms’ pricing and promotion strategies; consumers’ responses to pricing and promotion strategies; consumer information search; and experimental and behavioral economics. She has published in the Journal of Consumer Psychology, Journal of Marketing Research, Management Science, Journal of Retailing, and Journal of Advertising.

She also teaches the Marketing Research course for the masters of science in Sports Product Management program in Portland.

Behavioral Economics
Pricing
Promotion

Reich, Brandon and Hong Yuan. “A Shared Understanding: Redefining ‘Sharing’ from a Consumer Perspective.” Journal of Marketing Theory and Practice. Forthcoming.
February 2019
Warren, Nathan, Sara Hanson, and Hong Yuan. "Feeling Manipulated: How Tip Request Sequence Impacts Customers and Service Providers.” Marketing Science Institute Working Paper Series. Forthcoming.
February 2019
Kulkarni, Atul, Cindy Wang, and Hong Yuan. “Boomerang Effect of Incentive Reminders During Shopping Trips.” Journal of Consumer Marketing. Forthcoming.
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.
March 2018
Li, Shenyu, Rong Huang, Hong Yuan, and Qiong Zhou. “ Optimizing the Effectiveness of Container Packaging Design: How Shape Influences Customer Proportion Judgments.” Journal of Applied Marketing Analytics 4, no. 1: 1-14.
March 2018
Kulkarni, Atul and Hong Yuan. "Construal-Level Mindsets Enhance Behavioral Persistence in Response to Incentive Valence." Journal of Behavioral Decision Making 30, no. 3: 1041-1051. http://dx.doi.org/10.1002/bdm.2020
November 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://dx.doi.org/10.1080/00913367.2014.975877
November 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://dx.doi.org/10.1287/mnsc.1120.1652
February 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://dx.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://dx.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://dx.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://dx.doi.org/10.1016/j.jretai.2008.01.008
April 2008
Yuan, Hong and Aradhna Krishna. "Pricing of Mall Services When Transactions Can End Outside the Mall." 2006 AMA Winter Educator’s Conference Proceedings 17.
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://dx.doi.org/10.1016/S0022-4359(02)00072-6
June 2002