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 2022Hanson, 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 2021Minton, 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 2021Warren, 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 2021Warren, Nathan, Sara Hanson, and Hong Yuan. "Who's in Control? How Default Tip Levels Influence Customer Response." Marketing Science Institute Working Paper Series, 21-126.
February 2021Tran, Chi, Brandon Reich, and Hong Yuan. "No to Facebook but Yes to Amazon: A Multi-Method Investigation of Consumer Response to Privacy Violations," Marketing Science Institute Working Paper Series, 21-118.
February 2021Wang, 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 2020Wang, 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 2019Reich, 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 2019Kulkarni, 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 2019Warren, Nathan, Sara Hanson, and Hong Yuan. "The Manipulative Art of Pre-Service Tip Elicitation," Marketing Science Institute Working Paper Series, 19-111.
February 2019Hanson, 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.
July 2018Li, 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 2018Kulkarni, 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 2017Hanson, Sara, and Hong Yuan. "Using Social Coupons to Enhance Customers' Social Empowerment." Marketing Science Institute Working Paper Series, 17-101.
January 2017Kulkarni, 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 2015Yuan, 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 2013White, 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 2012Yuan, 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 2011Yuan, 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 2011Yuan, 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 2008Krishna, 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
