Journal Articles

Jiang, Yikun, Kosuke Uetake, and Nathan Yang (2026), "Does Premium Version Adoption in mHealth Improve User Engagement and Health-Related Outcomes?" Marketing Science, forthcoming [link] [code] [artifact]

Chintala, Sai Chand, Jūra Liaukonytė, and Nathan Yang (2024), "Browsing the Aisles or Browsing the App? How Online Grocery Shopping is Changing What We Buy," Marketing Science, 43 (3), 506-522 [link] [code]  

Fang, Limin, and Nathan Yang (2024), "Measuring Deterrence Motives in Dynamic Oligopoly Games," Management Science, 70 (6), 3527-3565 [link] [code] 

Khwaja, Ahmed, and Nathan Yang (2022), "Quantifying the Link Between Employee Engagement, and Customer Satisfaction and Retention in the Car Rental Industry," Quantitative Marketing and Economics, 20, 275-292 [link] [code]

Ergin, Elcin, Mehmet Gumus, and Nathan Yang (2022), "An Empirical Analysis of Intra-Firm Product Substitutability in Fashion Retailing," Production and Operations Management, 31 (2), 607-621 [link] 

Labonte, Katherine, Bärbel Knäuper, Laurette Dubé, Nathan Yang, and Daiva Nielsen, (2022), "Adherence to a caloric budget and body weight change vary by season, gender, and BMI: an observational study of daily users of a mobile health app," Obesity Science & Practice, 8 (6), 735-747 [link] [code]

Nielsen, Daiva, Nathan Yang, Laurette Dubé, Bärbel Knäuper, Yabo Ling, and Jian-Yun Nie (2022), "Consumption Variety in Food Recommendation," Journal of the Association for Consumer Research, 7 (4) [link] [code] 

Liu, Peggy, Jeffrey Inman, Beibei Li, Charlene Wong, and Nathan Yang (2022), "Consumer Health in the Digital Age," Journal of the Association for Consumer Research, 7 (2) [link]

Hagen, Linda, Kosuke Uetake, Nathan Yang, Bryan Bollinger, Allison Chaney, Daria Dzyabura, Jordan Etkin, Avi Goldfarb, Liu Liu, K. Sudhir, Yanwen Wang, James Wright, and Ying Zhu (2020), "How Can Machine Learning Aid Behavioral Marketing Research?" Marketing Letters, 31, 361-370 [link] 

Uetake, Kosuke, and Nathan Yang (2020), "Inspiration from the "Biggest Loser": Social Interactions in a Weight Loss Program," Marketing Science, 39 (3), 487-499 [link] [code] 

Nishida, Mitsukuni, and Nathan Yang (2020), "Threat of Entry and Organizational-form Choice: The Case of Franchising in Retailing," Journal of Marketing Research, 57 (5), 810–830 [link] [code]

Yang, Nathan (2020), "Learning in Retail Entry," International Journal of Research in Marketing, 37 (2), 336-355 [link] [code]

Blevins, Jason, Ahmed Khwaja, and Nathan Yang (2018), "Firm Expansion, Size Spillovers and Market Dominance in Retail Chain Dynamics," Management Science, 64 (9), 4070-4093 [link] [code]

Igami, Mitsuru, and Nathan Yang (2016), "Unobserved Heterogeneity in Dynamic Games: Cannibalization and Preemptive Entry of Hamburger Chains in Canada," Quantitative Economics, 7 (2), 483-521 [link] [code] 

Yang, Nathan (2012), "Burger King and McDonald's: Where's the Spillover?" International Journal of the Economics of Business, 19 (2), 255-281 [link] [code]

Chi, Feng, and Nathan Yang (2011), "Twitter Adoption in Congress," Review of Network Economics, 10 (1), 1-44 [link] [code]

Conference Proceedings

Ling, Yabo, Jian-Yun Nie, Daiva Nielsen, Bärbel Knäuper, Nathan Yang and Laurette Dubé (2022), "Following Good Examples - Health Goal-Oriented Food Recommendation based on Behavior Data," WWW '22: Proceedings of the ACM Web Conference 2022, April 25-20, 2022 [link] [code]

Working Papers

Fang, Limin, and Nathan Yang (2026), "Non-Monotonicity in Retail Entry" [link] [code]

Chi, Feng, Limin Fang, Mengwei Lin, and Nathan Yang (2026), "A Tax-Shaped Retail Landscape" [link] [code]

Yang, Nathan (2026), "Industry Evolution with Cognitive Ladders" [link] [artifact]

Yang, Nathan (2026), "Identification at the Edge of Chaos" [link] [code]

Yang, Nathan (2026), "Model Complexity and Cognitive Hierarchy" [link] [code]

Yang, Nathan (2026), "Valuing Complexity in Structural Models" [link] [code]

Yang, Nathan (2026), "Agnosticism versus Parsimony: Invariant Measures of Structural Complexity for Estimable Games" [link] 

Yang, Nathan (2026), "The Economic Significance of Statistical Insignificance in Structural Entry Models" [link] [code]

Yang, Nathan (2026), "Occam's Razor for Estimable Games" [link] [code]

Yang, Nathan (2026), "Non-Identification of Entry-Order Effects in Dynamic Games: A Theoretical Analysis" [link] 

Yang, Nathan (2026), "Pretending to Step into the Same River Twice" [link] [code]

Yang, Nathan (2026), "When Does First-Mover Advantage Reflect Preemptive Motives" [link] [code]

Yang, Nathan (2026), "Peer Learning as Information Diversion" [link] [code]

Yang, Nathan (2026), "The Cost of Strategic Thinking" [link]

Yang, Nathan (2026), "The Curious Case of Deterrence and Threats" [link]

Yang, Nathan (2026), "When Experience Waits: The Economics of Strategic Delay in Franchise Contracts" [link] [code]

Yang, Nathan (2026), "Informational Content and the Limits of Quasi-Experimental Identification in Peer Learning" [link] [code]

Rao, Vithala, Nathan Yang, and Saleh Zakerinia (2025), "Using Quantum Game Theory to Model Competition" [link] 

Luo, Lijuan, Emaad Manzoor, and Nathan Yang (2025), "Platform Design When Creators Train Their AI Substitutes" [link]

Chen, Li, Thomas Dotzel, and Nathan Yang (2025), "Repeated Frontline Employee-Customer Interactions in Service Encounter Cascades" [link] [code] 

Zakerinia, Saleh, Nathan Yang, and Vithala R. Rao (2025), "The Economic Benefits of Modular Innovation" [link]

Wang, Zhide, Yanling Chang, Nathan Yang, and Alfredo Garcia (2025), "Surviving and Thriving: Firm Resilience in Competitive and Uncertain Markets" [link] [code] 

Books, Book Chapters and Survey Articles

Yang, Nathan, and Vithala Rao (2026), "Structural Models in Marketing," Foundations and Trends in Marketing (eds. Jehoshua Eliashberg), Now Publishers: Norwell, forthcoming [link]

Dubé, Laurette, Maxime Cohen, Nathan Yang, and Bassem Monla, eds. (2024), Precision Retailing, University of Toronto Press: Toronto [link]

Dubé, Laurette, Maxime Cohen, Nathan Yang, and Bassem Monla (2024), "Preface by the Editorial Team," Precision Retailing (eds. Laurette Dubé, Maxime Cohen, Nathan Yang, and Bassem Monla), University of Toronto Press: Toronto [link]

Dubé, Laurette, Daiva Nielsen, Nathan Yang, Andre Portella, and Shawn Brown (2020), "Behavior Analytics, Artificial Intelligence and Digital Technologies as Bridges Between Biological, Social and Food Systems," Sight and Life, 34 (1), 110-116 [link]

Dubé, Laurette, Sjaak Wolfert, Karin Zimmerman, Nathan Yang, Fernando Diaz-Lopez, Rigas Arvanti, Sandra Schillo, Jian-Yun Nie, and Shawn Brown (2020), "Convergence research and innovation digital backbone: Behavioral analytics, artificial intelligence, and digital technologies as bridges between biological, social, and agri-food systems," How is Digitization Affecting Agri-Food? New Business Models, Strategies, and Organizational Form (eds. Maria Carmelo Annosi and Federica Brunetta), 111-124, Routledge: London [link]