Hong Yuan

All College Events

17Jun

Job Shadow Program Site Visits

Take this opportunity to visit a business professional at their place of work for a day. Sign up to participate in the Job Shadow Program, Program details can be found at...
17Jun

Lundquist College of Business Undergraduate Commencement at Matthew Knight Arena

Celebrate the best four years of your life. The Lundquist College of Business holds its own commencement ceremony for business undergraduates in addition to the University of...
18Jun

Job Shadow Program Site Visits

Take this opportunity to visit a business professional at their place of work for a day. Sign up to participate in the Job Shadow Program, Program details can be found at...
19Jun

Job Shadow Program Site Visits

Take this opportunity to visit a business professional at their place of work for a day. Sign up to participate in the Job Shadow Program, Program details can be found at...
19Jun

Diverse Professionals Networking Reception at 109 NW Naito

Join the UO Black Alumni Network and the Oregon Executive MBA for an evening of networking and fun. Learn about the Oregon Executive MBA program's new fellowship designed to...
20Jun

Eugene Young Professionals Summit at Hotel Eugene

The Lundquist College of Business is the title sponsor of the fourth annual Eugene Young Professionals Summit. We invite you to activate your curiosity, discover new ways to...
20Jun

Sports Product Industry Expert: Matt Powell at 109 NW Naito

The University of Oregon Sports Product Management Program welcomes special guest Matt Powell to speak about sports industry analytics through the lens of consumers and...
21Jun

Storylab Workshop at White Stag Block

Join us for a truly one-of-a-kind “experience” workshop for business professionals and leaders, featuring Lundquist College of Business Assistant Professor Troy Campbell and...
26Jun

Courtyard Social Welcoming Executive MBA's 35th Class at 109 NW Naito

Welcome incoming students of the Oregon Executive MBA's 35th class at a festive event. Join us in the Couch Street courtyard of our Portland facility for a delicious feast...
30Jun

Application Deadline: Sports Product Management Full-Time Graduate Program (Final Deadline)

This deadline is for the master's of science in Sports Product Management beginning Fall 2019. For more information or to submit your application, visit...

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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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