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:

University of Oregon, Booth Associate Professor and Research Scholar, 2018–present
University of Oregon, Business Research Institute, Director, 2016–present
University of Oregon, PhD Coordinator of Marketing, 2015–present
University of Oregon, Associate Professor of Marketing (with tenure), 2015–present
National Bureau of Economic Research, Research Economist, 2015–2017
University of Oregon, Associate Professor of Marketing (untenured), 2013–2015
University of Oregon, Visiting Assistant Professor of Marketing, 2012–2013
University of Illinois at Urbana-Champaign, Assistant Professor of Marketing, 2005–2012
University of Michigan, Graduate Student Instructor, 2002–2003

Professional Leadership Positions:

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

Research/Teaching Awards:

University of Oregon Consumer Protection Research Grant, $9000, May 2021
National Natural Science Foundation of P.R. China (Research Grant #72072065) ¥480,000 (approximately $80,000), 2021–2024
Harold and Muriel Berkman Charitable Foundation Grant, $3,000, December 2019
Marketing Science Institute Research Grant (#4000917), $2,000, November 2019
10th SERVSIG Conference Best Paper, Paris, France, June 2018
Stanley C. Hollander Award for the Best Retailing Paper, Academy of Marketing Science Conference, May 2018
National Bureau of Economics Research Retirement Research Center (SSA grant #5 RRC08098400) Project NB16-04, $70,887, 2015–2017.
Dean’s Research Award, University of Oregon, 2015
John and Emiko Kageyama Endowment Fund Research Grant for Untentured Faculty, University of Oregon, 2013 ($2,000), 2014 (2,000), 2015 ($2,000)
National Natural Science Foundation of P.R. China Research Grant (#71272126), ¥600,000 (approximately $100,000), 2013-2016
Member of the University of Illinois at Urbana-Champaign List of Faculty Ranked as Excellent by Students, 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
University of Illinois at Urbana-Champaign Campus Research Board Grant, $9,600, 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 the Journal of Retailing, 2004
Marketing Science Institute Grant of $12,000 for Research on Market Experiments, 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

Bio:

Hong Yuan is the Booth Associate Professor and Research Scholar in the Department of Marketing, director of Business Research Institute, and coordinator of the marketing PhD program 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, 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.

Behavioral economics
Pricing
Promotion
Services marketing

Journal Articles

Wang, Cindy, Hong Yuan, and Josh Beck, "Too Tired for a Good Deal: How Customer Fatigue Shapes the Performance of Pay-What-You-Want Pricing." Journal of Business Research, forthcoming.
January 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
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
Wang, Cindy, Joshua Beck, and Hong Yuan. "The Control-Effort Trade-Off in Participative Pricing: How Easing Pricing Decisions Enhances Purchase Outcomes." Journal of Marketing, forthcoming.
December 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:

Putting in the Work

Graduate Spotlight: Nathan Warren, PhD ’21

Theory of Mind and Skepticism of Ads

What Happens When Consumers Pick Their Own Prices?

How Tip Request Timing Effects Customer Satisfaction

Faculty Achievements in Publication Soar

Stepping Up: 2018 Faculty Promotions

Fall's New Faculty

Journal Articles