Zhiyong Yang

Dr. Zhiyong Yang is a Professor of Marketing at the Farmer School of Business, Miami University. Before entering academia, Zhiyong spent over 10 years in industry, holding a number of industry positions, including project manager, marketing manager, and vice-president with major corporations.

Zhiyong’s research interests are mainly in family decision making and cultural psychology, with a focus on two areas: (1) how parenting strategies exert long-lasting effects on children’s consumption patterns, and (2) how situationally activated cultural identity (e.g., self-construal, sense of power, local-global identity) affects consumer decision making. Zhiyong’s work has been published in leading scholarly journals, including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, MIS Quarterly, and Journal of Experimental Social Psychology.

Having published over 50 articles in leading scholarly journals, including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Experimental Social Psychology, Zhiyong serves on the guest editorship and the editorial review boards of several reputed journals, including the Journal of the Academy of Marketing Science. Zhiyong's research has been funded by Statistics Canada, Fonds québécois de la recherche sur la société et la culture of Canada, and the Association for Consumer Research. He also received competitive research awards from Harvard Center for Risk Analysis, the University of Texas-Arlington, and Cardiff University.

Zhiyong serves as an Associate Editor for the Journal of Business Research, a guest editor for Industrial Marketing Management, and is on the Editorial Review Boards of several other journals, including the Journal of the Academy of Marketing Science. Zhiyong’s research has been funded by Statistics Canada, Fonds québécois de la recherche sur la société et la culture of Canada, and the Association for Consumer Research. He also received competitive research awards from Harvard Center for Risk Analysis and Cardiff University in UK.