Involved but Inaccurate: When High Involvement Leads to Anecdotal Bias

2016/06/03 hits:2680

Date: June 3, 2016

Time: 14:00-16:00

Venue: Room 521, Business School Building

Speaker: Zhiyong Yang, Associate Professor of Marketing at the University of Texas at Arlington


About Speaker

Zhiyong Yang is Associate Professor of Marketing at the University of Texas at Arlington. His research focuses primarily on how situationally activated mindsets (independent/interdependent self-construal, feelings of powerful/powerless, holistic/analytic thinking, and low/high power distance) and social influence (e.g., word-of-mouth from experts versus consumers, parental influence) independently or jointly affect individuals’ new product adoption, price-quality bias, prosocial behavior (donation, saving), and antisocial behavior (smoking, music piracy). His work has appeared in the Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Public Policy & Marketing, Journal of Personal Selling & Sales Management, Journal of Business Research, Journal of Service Research, Journal of Macromarketing, and Risk Analysis, as well as a number of peer-reviewed proceedings. His research has been funded by Statistics Canada, Fonds québécois de la recherche sur la société et la culture (FQRSC) of Canada, the National Science Foundation of China, and the University of Texas at Arlington. He currently serves on the editorial review boards of the Journal of Business Research (2010-present), the Journal of Macromarketing (2016-present), and the Journal of Consumer Marketing (2014-present).