Faculty and Staff

Dr. Zhiyong Yang

Professor and Department Head

Department of Marketing, Entrepreneurship, Hospitality and Tourism

z_yang4@uncg.edu 336-334-3763 Download Curriculum Vitae

Background

Dr. Zhiyong Yang joined the University of North Carolina at Greensboro (UNCG) in July 2018, and is Professor of Marketing and Head of the Department of Marketing, Entrepreneurship, Sustainable Tourism and Hospitality in the Bryan School of Business and Economics. Previously, Zhiyong was a Professor of Marketing at the University of Texas-Arlington and played an instrumental role in: (1) community engagement with active learning projects, and (2) supervising doctoral students.

Having published over 30 articles in leading scholarly journals, including the Journal of Marketing, Journal of Consumer Research, Journal of Experimental Social Psychology, Journal of Management Information Systems, Journal of the Academy of Marketing Science, and Journal of Retailing, Zhiyong serves on the guest editorship and the editorial review boards of several reputed journals. Zhiyong’s research has been funded by Statistics Canada, Fonds québécois de la recherche sur la société et la culture of Canada, the National Science Foundation of China, 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.

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 served on the President Advisory Committee at the University of Texas-Arlington from 2017 to 2018. He has given consumer insights seminars to industry professionals from North America, Europe, and China.

Research and Awards

An Investigation into the Antecedents of Pre-Purchase Online Search
Coauthor(s)

Wang, Jingguo, Zhiyong Yang, and Deanne Brocato

Publication Date

2018

Journal/Publisher

Information & Management

Additional Information

Vol. 55(3), 285-293

Consumer Power and Choice Deferral: The Role of Anticipated Regret
Coauthor(s)

Mourali, Mehdi, Zhiyong Yang, Frank Pons, and Derek Hassay

Publication Date

2018

Journal/Publisher

International Journal of Research in Marketing

Additional Information

Vol. 35, 81-99

Bitter Mouth, Sweet Future: The Effect Of Bitter Flavor On Saving
Coauthor(s)

Cai, Fengyan, Zhiyong Yang, Robert S. Wyer, Jr., and Alison Jing Xu

Publication Date

2017

Journal/Publisher

Journal of Experimental Social Psychology

Additional Information

Vol. 70, 48-58

How Anxiety Leads to Suboptimal Decisions under Risky Choice Situations
Coauthor(s)

Yang, Zhiyong, Ritesh Saini, and Traci Freling

Publication Date

2015

Journal/Publisher

Risk Analysis

Additional Information

Vol. 35(10), 1789-1800

Differential Effects of Social Influence Sources on Self-Reported Music Piracy
Coauthor(s)

Yang, Zhiyong and Jingguo Wang

Publication Date

2015

Journal/Publisher

Decision Support Systems

Additional Information

Vol. 69, 70-81

The Effect of Job-Related Demands and Resources on Service Employees’ Willingness To Report Complaints: Germany Versus China
Coauthor(s)

Walsh, Gianfranco, Zhiyong Yang, Patrick Hille, and David Dose

Publication Date

2015

Journal/Publisher

Journal of Service Research

Additional Information

Vol. 18(2), 193-209

Consumer Adoption of New Products: Independent versus Interdependent Self-Perspectives
Coauthor(s)

Ma, Zhenfeng, Zhiyong Yang, and Mehdi Mourali

Publication Date

2014

Journal/Publisher

Journal of Marketing

Additional Information

Vol. 78(2), 101-117

The Dual Role of Power in Resisting Social Influence
Coauthor(s)

Mourali, Mehdi and Zhiyong Yang

Publication Date

2013

Journal/Publisher

Journal of Consumer Research

Additional Information

Vol. 40(3), 539-554

One Coin, Two Sides: Differential Effects of Social Learning on Two Aspects of Music Piracy
Coauthor(s)

Wang, Jingguo, Zhiyong Yang, and Sudip Bhattacharjee

Publication Date

2012

Journal/Publisher

Journal of Management Information Systems

Additional Information

Vol. 28(3), 343-384

Non-Local or Local Brands? A Multi-Level Investigation into Confidence in Brand Origin Identification and Its Strategic Implications
Coauthor(s)

Zhou, Lianxi, Zhiyong Yang, and Michel K. Hui

Publication Date

2010

Journal/Publisher

Journal of the Academy of Marketing Science

Additional Information

Vol. 38, 202-218

Differential Effects of Parenting Strategies on Child Smoking Trajectories: A Longitudinal Assessment over Twelve Years
Coauthor(s)

Yang, Zhiyong and Richard G. Netemeyer

Publication Date

2015

Journal/Publisher

Journal of Business Research

Additional Information

Vol. 68(6), 1273-1282

Demarketing Teen Tobacco and Alcohol Use: Negative Peer Influence and Longitudinal Roles of Parenting and Self-Esteem
Coauthor(s)

Yang, Zhiyong, Charles M. Schaninger, and Michel Laroche

Publication Date

2013

Journal/Publisher

Journal of Business Research

Additional Information

Vol. 66(4), 559-567

The Impact of Parenting Strategies on Child Smoking Behavior: The Role of Child Self-Esteem Trajectory
Coauthor(s)

Yang, Zhiyong and Charles M. Schaninger

Publication Date

2010

Journal/Publisher

Journal of Public Policy & Marketing

Additional Information

Vol. 29(2), 232-247

Parenting Strategies as Influences of Teen Drinking via Self Esteem: An Important Area for Family Policy
Coauthor(s)

Yang, Zhiyong and Charles M. Schaninger

Publication Date

2010

Journal/Publisher

Journal of Macromarketing

Additional Information

Vol. 30(4), 331-341

Parental Style and Consumer Socialization among Adolescents: A Cross-National Investigation
Coauthor(s)

Yang, Zhiyong, Chankon Kim, Michel Laroche, and Hanjoon Lee

Publication Date

2014

Journal/Publisher

Journal of Business Research

Additional Information

Vol. 67, 228-236

Parental Responsiveness and Adolescent Susceptibility to Peer Influence: A Cross-Cultural Investigation
Coauthor(s)

Yang, Zhiyong and Michel Laroche

Publication Date

2011

Journal/Publisher

Journal of Business Research

Additional Information

Vol. 64, 979-987

Differential Effects of Pay-It-Forward and Direct-Reciprocity on Prosocial Behavior
Coauthor(s)

Yang, Zhiyong, Narayan Janakiraman, Mehdi T. Hossain, and Douglas B. Grisaffe

Publication Date

2018

Journal/Publisher

Journal of Business Research

Additional Information

in press

How Does Consumers’ Local or Global Identity Influence Price-Perceived Quality Associations? The Role of Perceived Quality Variance
Coauthor(s)

Yang, Zhiyong, Sijie Sun, Ashok Lalwani, and Narayan Janakiraman

Publication Date

2019

Journal/Publisher

Journal of Marketing

Additional Information

conditional acceptance

Differential Effects of Pay-It-Forward and Direct-Reciprocity on Prosocial Behavior
Coauthor(s)

Yang, Zhiyong, Narayan Janakiraman, Mehdi T. Hossain, and Douglas B. Grisaffe

Publication Date

2018

Journal/Publisher

Journal of Business Research

Additional Information

in press

Effects of Antismoking Messages from Media on Adolescent Smoking: The Roles of Family, School, and Culture
Coauthor(s)

Yang, Zhiyong, Kristopher Floyd, and John F. Tanner Jr.

Publication Date

2019

Journal/Publisher

Journal of Business Research

Additional Information

forthcoming

Outwitting the Rational Mind: How Effortful Thinking Influences Price Cognition
Coauthor(s)

Hossain, Mehdi T. and Zhiyong Yang

Publication Date

2018

Journal/Publisher

Journal of Behavioral Decision Making

Additional Information

in press