Hong Yuan

All College Events

24Apr

ACTG 351 and 352 Tutoring (Sponsored by Moss Adams) at Anstett Hall

Thanks to funding from Moss Adams, the School of Accounting is able to provide tutoring for Intermediate Accounting II and III (ACTG 351 and 352). Students are served on a...
24Apr

Employer Insights: Notes from the Field at Chiles

The Mohr Career Services employer engagement team is excited to host the first Employer Insights: Notes from the Field lunch session. The team will share outreach processes,...
24Apr

SPRNG Conference: Energy at Lillis Business Complex

The UO undergraduate chapter of Net Impact invites students from UO, OSU, and PSU to our annual SPRNG (Sustainable Practices Raising Net Growth) Conference. This year's theme...
24Apr

Warsaw Sports Business Club Presents IDL at Lillis Business Complex

Come join the WSBC for our second meeting of spring term and hear from a panel from IDL Worldwide. IDL is an experiential marketing agency that has worked with the likes of...
25Apr

Job Search Group at White Stag Block

You recently graduated or are about to graduate from the UO—yay! But you aren't sure what your next move is. The pressure is on to find a job, but you find yourself wondering...
25Apr

Business Careers in Tech at Lillis Business Complex

Are you a student interested in learning more about the wide variety of nontechnical roles that exist in tech companies? Join us for casual, brief, small group conversations...
25Apr

Beta Alpha Psi Meeting: Soft Skills for Success with Geffen Mesher at Lillis Business Complex

Join us as we welcome Geffen Mesher to discuss important soft skills that help students develop their professional skills and succeed in the professional world.
26Apr

BizDuck Tech Tour at Portland and Eugene

Join us for a day of site visits as we go directly to tech companies to get an exclusive firsthand look at business roles within tech and what makes them successful. It is a...
26Apr

Professional Edge: Google Analytics for Beginners at Lillis Business Complex

Leverage Google Analytics for insight on a website’s online performance. Know who your visitors are, where they’re arriving from, and how to better understand the decisions...
26Apr

Accounting Research Workshop at Lillis Business Complex

The UO School of Accounting presents guest speaker Chad Ham from Washington University in St. Louis.

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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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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
Kulkarni, Atul, Cindy Wang, and Hong Yuan. “Boomerang Effect of Incentive Reminders During Shopping Trips.” Journal of Consumer Marketing, forthcoming. https://doi.org/10.1108/JCM-07-2018-2783.
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 19, no. 111.
February 2019
Hanson, Sara, Monika Kukar-Kinney, 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.
July 2018
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." 10th SERVSIG Proceedings.
June 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. http://dx.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.
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.
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://dx.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://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
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

Faculty Achievements in Publication Soar

Stepping Up: 2018 Faculty Promotions

Fall's New Faculty

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