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Sha Yang
Associate Professor of Marketing
Stern School of Business
New York University
Tisch Hall, Suite
912
40 West 4th Street
New York, NY 10012
phone: 1-212-998-0519
e-mail: shayang@stern.nyu.edu
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Education
The Ohio State
University, Marketing (PhD 2000, MA 1998), Statistics (MS 1998), Economics (MA
1995)
Renmin University of China, International Economics (BA
1994)
Research Interests
Choice modeling, Interdependent consumer
decisions, Social network, Search engine advertising, Structural models,
Bayesian methods
Publications
- Yang, Sha, and Anindya Ghose
(2009), "Analyzing the Relationship Between Organic and Sponsored
Search Advertising: Positive, Negative, or Zero Interdependence?" Marketing Science,
forthcoming. (pdf)
- Yang, Sha, Yi Zhao and Ravi
Dhar (2009), "Modeling the Under Reporting Bias in Panel Survey
Data," Marketing Science,
forthcoming. (pdf)
- Gu, Jane and Sha Yang (2009),
"Quantity-Discount Dependent
Consumer Preferences and Competitive Non-linear Pricing Effects,"
Journal of Marketing Research,
forthcoming. (pdf)
- Yang, Sha, Yi Zhao, Tulin
Erdem and Ying Zhao (2009), "Modeling the Intra-Household Behavioral
Interaction," Journal of Marketing Research, forthcoming.
(pdf)
- Ghose, Anindya and Sha Yang
(2009), "An Empirical Analysis of Search Engine Advertising:
Sponsored Search in Electronic Markets," Management Science, forthcoming. (pdf)
- Moe, Wendy and Sha Yang
(2009), "Inertial Disruption: The Impact of a New Competitive Entrant
on Online Consumer Search", Journal of Marketing, 73
(1), 109-121. (pdf)
- Chen, Yuxin, Sha Yang and
Ying Zhao (2008), "A Simultaneous Model of Consumer Brand Choice and
Negotiated Price", Management Science, 54(3),
538-549. (pdf)
- Chen, Yuxin and Sha Yang
(2007), "Estimating Disaggregate Models Using Aggregate Data Via
Augmentation of Individual Choice," Journal of Marketing
Research, 4, 596-613. (pdf)
- Yang, Sha, Livia Markoczy and
Min Qi (2007), "Unrealistic Optimism in Consumer Credit Card
Adoption," Journal of Economic Psychology, 28, 170-185. (pdf)
- Yang, Sha, Vishal Narayan and
Henry Assael (2006), "Estimating the Interdependence of Television
Program Viewership between Spouses: A Bayesian Simultaneous Equation
Model," Marketing Science, 3, 336-349. (pdf)
- Bradlow, Eric, Bart
Bronnenberg, Neeraj Arora, David Bell, Sri Devi Deepak, Frankel ter
Hofstede, Catarina Sismeiro, Raphael Thomadsen, and Sha Yang (2005),
"Spatial Models in Marketing", Marketing Letters,
3-4, 267-278. (pdf)
- Yang, Sha and Priya Raghubir
(2005), "Can Bottles Speak Volumes? The Effect of Package Shape on
How Much to Buy," Journal of Retailing, 81(4), 269-281. (pdf)
- Gilbride, Tim, Sha Yang and
Greg M. Allenby (2005), "Modeling Simultaneity in Survey Data,"
(Lead article), Quantitative Marketing and Economics, 3,
311-315. (pdf)
- Allenby, Greg M., Thomas S.
Shively, Sha Yang and Mark J. Garratt (2004), "A Choice Model for
Packaged Goods: Dealing with Discrete Quantities and Quantity
Discounts," Marketing Science, 23(1), 95-108. (pdf)
- Yang, Sha, Yuxin Chen and
Greg M. Allenby (2003), "Bayesian Analysis of Simultaneous Demand and
Supply," (Lead article and discussion paper), Quantitative
Marketing and Economics, 1, 251-275. (pdf)
- Yang, Sha and Greg M. Allenby
(2003), "Modeling Interdependent Consumer Preferences," Journal
of Marketing Research, 40(3), 282-294. (pdf)
- Fennell, Geraldine, Greg M.
Allenby, Sha Yang and Yancy Edwards (2003), "The Effectiveness
of Demographic and Psychographic Variables for Explaining Brand and
Product Use," Quantitative Marketing and Economics, 1,
223-244. (pdf)
- Qi, Min and Sha Yang (2002),
"Forecasting Consumer Credit Card Adoption: What Can We Learn About
the Utility Function?" International Journal of Forecasting,
19, 71-85. (pdf)
- Allenby, Greg, Geraldine
Fennell, Albert Bemmaor, Vijay Bhargava, Francois Christen, Jackie Dawley,
Peter Dickson, Yancy Edwards, Mark Garratt, Jim Ginter, Alan Sawyer, Rick
Staelin, and Sha Yang (2002), "Market Segmentation Research: Beyond
Within and Across Group Differences," Marketing Letters,
13(3), 231-241. (pdf)
- Yang, Sha. Greg M. Allenby
and Geraldine Fennell (2002), "Modeling Variation in Brand
Preference: The Roles of Objective Environment and Motivating
Conditions," (Lead Article), Marketing Science, 21(1),
14-31. (pdf)
- Yang, Sha and Greg M. Allenby
(2000), "A Model for Observation, Structural and Household
Heterogeneity in Panel Data," Marketing Letters, 11(2),
137-149. (pdf)