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Tang Yangyi
Date:2022-03-17

 


TANG, Yangyi

Assistant Professor

Department of Marketing & Tourism Management

Email: tangyangyi@whu.edu.cn

Phone: 86-027-68753103

PhD, Marketing, Hong Kong Baptist University (2020)

M.A, Marketing, Huazhong University of Science and Technology (2015)

B.A., Financial Management, Huazhong University of Science and Technology (2012)

 

 

TEACHING AND RESEARCH AREAS

Ÿ Teaching Programme: Principles of Marketing

Ÿ Research Areas: Consumer Behavior; Consumer Psychology

 

ACADEMIC EXPERIENCE

Ÿ Assistant Professor, Wuhan University, 2020 – present

 

SELECTED PUBLICATIONS

Journal Papers (International)

Ÿ Tang, Yangyi (Eric)* and Alex S.L. Tsang (2020), “Inspire Me to Purchase: Consumers’ Personal Control and Preference for Underdog Brand Positioning”, Journal of Business Research, 115, 101-109.

Journal Papers (Domestic)

Ÿ He, Yuanqiong, Yangyi (Eric) Tang*, and Junfang Zhang (2016), “Consumer Psychological Reactance: A Literature Review and Prospects,” Foreign Economics & Management, 38(2): 49-61. (in Chinese).

Conference Papers (International)

Ÿ Tang, Yangyi (Eric) and Alex S.L. Tsang (2019), “Inspire to Purchase: How a Lack of Control Drive Preferences for Underdog Positioning,” Poster presented at the Annual Conference of Society for Consumer Psychology, Savannah, GA.

Ÿ Tang, Yangyi (Eric) and Alex S.L. Tsang (2019), “The Protective Self: Consumers Compensate for Low Personal Control by Pursuing Clear and Coherent Self-Views in Consumption,” Poster presented at the Association for Consumer Research Annual Conference, Atlanta, GA

 

RESEARCH GRANTS

Government-funded grants

Ÿ The Effects of Scheduling Style on Consumers' Decision-Making Process, NFSC, 2022-2024

 

MEMBERSHIPS, CERTIFICATIONS

Ÿ Association for Consumer Research

Ÿ Society for Consumer Psychology

Ÿ Beta Gamma Sigma