Yang, Sha

Contact Information
Ernest Hahn Professor of Marketing
Marketing
Marshall School of Business
Phone: (213) 740-3902
Email: shayang@marshall.usc.edu

Education

• PhD, MS, MA, Ohio State University

• BA, Renimin University

Links
Curriculum Vitae
Personal Website

Background
Sha Yang's research focuses on modeling consumer purchase behavior and market competition. Her recent research interests include search engine advertising and social network. She is a leader in developing models with sophisticated interactions among consumers and firms, and is a pioneer in introducing Bayesian methods into estimation of such interactions. Professor Yang has published more than 20 articles, and serves on the editorial board of Journal of Marketing Research, Marketing Science, and Quantitative Marketing and Economics. Professor Yang has collaborated with many companies including Visa, Miller Brewing Company, HP, Pepsi Co., CBS, TNS, McCann Ericson, epinions.com, Taobao.com and China Mobile.

Selected Publications

• Lu, Shijie and Sha Yang (2017), “Investigating the Spillover Effect of Competition on Sponsored Search Advertisers’ Keyword Decisions,” forthcoming at Marketing Science. 

• Ducaaroz, Caroline, Sha Yang and Eric Greenleaf (2016), “Understanding the Impact of Promotional Messages in Internet English Auctions,” Journal of Marketing, 80(2), 80-100. 

• Yang, Sha, Shijie Lu and Xianghua Lu (2014), “Modeling Competition and Its Impact in Paid-Search Advertising,” Marketing Science, 33(1), 134-153. 

• Zhao, Yi, Sha Yang, Vishal Narayan and Ying Zhao (2013), “Modeling Consumer Learning from Online Product Reviews,” Marketing Science, 32(1), 153-169. 

• Yang, Sha, Mantian Hu, Russ Winer, Henry Assael and Xiaohong Chen (2012), “An Empirical Study of Word-Of-Mouth Generation and Consumption,” Marketing Science, 31(6), 952-963. 2 

• Gu, Jane and Sha Yang (2010), “Quantity-Discount Dependent Consumer Preferences and Competitive Non-linear Pricing,” Journal of Marketing Research, 47(6), 1100-1113. 

• Yang, Sha and Anindya Ghose (2010), “Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative or Zero Interdependence?” Marketing Science, 29(4), 602-623. 

• Yang, Sha, Yi Zhao and Ravi Dhar (2010), “Modeling the Under Reporting Bias in Panel Survey Data”, Marketing Science, 29(3), 525-539. 

• Yang, Sha, Yi Zhao, Tulin Erdem, and Ying Zhao (2010) “Modeling the Intra-Household Behavioral Interaction,” Journal of Marketing Research, 47(3), 470-484. 

• Ghose, Anindya and Sha Yang (2009) “An Empirical Analysis of Sponsored Search in Online Advertising,” (Lead Article), Management Science, 55(10), 1605-1622. 

• 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. 

• Chen, Yuxin, Sha Yang and Ying Zhao (2008), “A Simultaneous Model of Consumer Brand Choice and Negotiated Price” Management Science, 54(3), 538-549. 

• Chen, Yuxin and Sha Yang (2007), “Estimating Disaggregate Models Using Aggregate Data via Augmentation of Individual Choice,” Journal of Marketing Research, 44(4), 613-621. 

• Yang, Sha, Livia Markoczy and Min Qi (2007), “Unrealistic Optimism in Consumer Credit Card Adoption,” Journal of Economic Psychology, 28, 170-185. 

• Yang, Sha, Vishal Narayan and Henry Assael (2006), “Estimating the Interdependence of Television Program Viewership Between Spouses: A Bayesian Simultaneous Equation Model,” Marketing Science, 25(4), 336-349. 

• Bradlow, Eric, Bart Bronnenberg, Neeraj Arora, David Bell, Sri Devi Deepak, Frankel ter Hofstede, Catarina Sismeiro, Raphael Thomadsen, and Sha Yang (2006), "Spatial Models in Marketing", Marketing Letters, 16(3), 267-278. 

• Gilbride Tim, Sha Yang and Greg M. Allenby (2005), “Modeling Simultaneity in Survey Data,” (Lead Article), Quantitative Marketing and Economics, 3, 311-335. 

• Yang, Sha and Priya Raghubir (2005), "Can Bottles Speak Volumes? The Effect of Package Shape on How Much to Buy" (translated and published in RAM, a leading French marketing journal), Journal of Retailing, 81(4), 269-281. 

• Allenby, Greg, Tom Shively, Sha Yang and Mark Garratt (2004) "A Choice Model for Packaged Goods: Dealing With Discrete Quantities and Quantity Discounts,” Marketing Science, 23(1), 95-108. 3 

• Yang, Sha, Yuxin, Chen and Greg M. Allenby (2003) “Bayesian Analysis of Simultaneous Demand and Supply,” (Discussion Paper), Quantitative Marketing and Economics, 1, 251- 275. 

• 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. 

• Yang, Sha and Greg M. Allenby (2003), “Modeling Interdependent Consumer Preferences,” Journal of Marketing Research, 40(3), 282-294. 

• Qi, Min and Sha Yang (2003), "Forecasting Consumer Credit Card Adoption: What Can We Learn About the Utility Function?" International Journal of Forecasting, 19, 71-85.

• Allenby, Greg, Albert Bemmaor, Vijay Bhargava, Francois Christen, Jackie Dawley, Peter Dickson, Yancy Edwards, Geraldine Fennell, Mark Garratt, Jim Ginter, Alan Sawyer, Richard Staelin, and Sha Yang (2002), "Market Segmentation Research: Beyond Within and Across Group Differences", Marketing Letters, 13(3), 231-241. 

• Yang, Sha, Greg M. Allenby and Geraldine Fennell (2002), “Modeling Variation in Brand Preferences: The Roles of Objective Environment and Motivating Conditions,” (Lead Article), Marketing Science, 21(1), 14-31. 

• Yang, Sha and Greg M. Allenby (2000), “A Model for Observation, Structural, and Household Heterogeneity in Panel Data,” Marketing Letters, 11(2), 137-149.

Honors and Awards

• 2014, MSI clayton Doctoral Dissertation Proposal Honorable Mention (Supervisor of PHd Student Shijie Lu)

• 2014, ISMS Doctoral Dissertation Award (Supervisor of PhD Student Shijie Lu)

• 2014, American Marketing Association Doctoral Consortium Distinguished Faculty

• 2012, American Marketing Assocation Doctoral Consotrium Distinguished Faculty

• 2011, Haring Symposium Distinguished Speaker