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 Preferences and Choices, Structural modeling, Bayesian analysis and applications in marketing

Publications

1. Moe, Wendy and Sha Yang (2009), "Inertial Disruption: The Impact of a New Competitive Entrant on Online Consumer Search", Journal of Marketing, forthcoming.
2. 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)
3. 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)
4. Yang, Sha, Livia Markoczy and Min Qi (2007), "Unrealistic Optimism in Consumer Credit Card Adoption," Journal of Economic Psychology, 28, 170-185.
5. 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)
6. 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.
7. 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.
8. Gilbride, Tim, Sha Yang and Greg M. Allenby (2005), "Modeling Simultaneity in Survey Data," (Lead article), Quantitative Marketing and Economics, 3, 311-315. (PDF)
9. 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)
10. 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)
11. Yang, Sha and Greg M. Allenby (2003), "Modeling Interdependent Consumer Preferences," Journal of Marketing Research, 40(3), 282-294. (PDF)
12. 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)
13. 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.
14. 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.
15. 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)
16. Yang, Sha and Greg M. Allenby (2000), "A Model for Observation, Structural and Household Heterogeneity in Panel Data," Marketing Letters, 11(2), 137-149.