教授簡介
楊沙教授簡介長江商學院市場行銷學訪問副教授
E-mail: [email protected]
楊沙博士現任紐約大學市場行銷學副教授, 長江商學院市場行銷學訪問副教授，.
楊沙博士是國際行銷學頂級刊物《行銷科學》(Marketing Science) 編委會成員
。 她的研究成果發表在《行銷科學》,《行銷學研究期刊》,《管理科學》, 《營
銷學期刊》《數量行銷和經濟學》等國際一流行銷學期刊中。
主要研究領域
社會網路行銷, 網際網路行銷, 搜尋廣告, 貝葉斯實證模型學術成就
2009 “用戶產生內容”研究獲獎者行銷科學協會2005 年輕學者
主要學術成果
1.Yang, Sha, Yi Zhao, Tulin Erdem, and Ying Zhao "Modeling the Intra-Household Behavioral Interaction," Journal of Marketing Research,
forthcoming.
2.Ghose, Anindya and Sha Yang "An Empirical Analysis of Sponsored
Search in Online Advertising," Management Science, forthcoming.
3.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.
4.Chen, Yuxin, Sha Yang and Ying Zhao (2008), "A Simultaneous Model of
Consumer Brand Choice and Negotiated Price" Management Science, 54(3),
538-549.
5.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.
6.Yang, Sha, Livia Markoczy and Min Qi (2007), "unrealistic Optimism in
Consumer Credit Card Adoption," Journal of Economic Psychology, 28,
170-185.
7.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.
8.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.
9.Gilbride Tim, Sha Yang and Greg M. Allenby (2005), "Modeling
Simultaneity in Survey Data," (Lead Article), Quantitative Marketing
and Economics, 3, 311-335.
10.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.
11.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.
12.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.
13.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.
14.Yang, Sha and Greg M. Allenby (2003), "Modeling interdependent
Consumer Preferences," Journal of Marketing Research, 40(3), 282-294.
15.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.
16.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.
17.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.
18.Yang, Sha and Greg M. Allenby (2000), "A Model for Observation,
Structural, and Household Heterogeneity in Panel Data," Marketing
Letters, 11(2), 137-149.
