Hong Yuan

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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:

Berkman Research Grant by Academy of Marketing Science for Research on Tipping, $3,000, December 2019
Marketing Science Institute grant #4000917 of for “I’m Watching You: The Effects of Tip Visibility in Technology-Mediated Tipped Service Encounters,” $2,000, November 2019
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, February, 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 the director of Business Research Institute and Robert P. Booth Associate Professor of Marketing and Research Scholar in the Department of Marketing at the Lundquist College of Business. Yuan’s expertise includes behavioral economics, pricing, promotion, and services marketing. Her research has been featured in journals including the Journal of Marketing Research, Management Science, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, and Journal of Retailing. She also serves on the editorial review board of the Journal of Academy of Marketing Science and Journal of Retailing.

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 and National Natural Science Foundation of China.

Behavioral economics
Pricing
Promotion
Services marketing

Journal Articles

Warren, Nathan, Sara Hanson, and Hong Yuan. "Feeling Manipulated: How Tip Request Sequence Impacts Customers and Service Provider." Journal of Service Research, forthcoming. https://doi.org/10.1177/1094670519900553.
January 2020
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
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
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. https://doi.org/10.1002/bdm.2020.
December 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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Hong Yuan

Degree History:

Previous Academic Positions:

Professional Leadership Positions:

Research/Teaching Awards:

Bio:

How Tip Request Timing Effects Customer Satisfaction

Faculty Achievements in Publication Soar

Stepping Up: 2018 Faculty Promotions

Fall's New Faculty

Forward Trajectory

Journal Articles