Shane wang

I am a Professor of Marketing at Pamplin College of Business, Virginia Tech, and currently serving as an academic council member at the American Marketing Association. 

My research explores the application of AI and machine learning to study business dynamics and consumer behavior. My work is specifically tailored to address the following key areas:

Advancing AI‑Driven Consumer Insights through Multimodal Data: I develop and apply cutting-edge AI and machine learning methods (including text, image, audio, and video analysis) to uncover psychological and behavioral insights from user-generated content. My research has pioneered the use of deep learning to measure persuasion (e.g., vocal tone in online videos) and mental imagery in product reviews, offering scalable tools for extracting rich consumer signals beyond traditional survey or lab methods.

Leveraging Large Language Models for Psychometric and Theoretical Innovation: My research is at the forefront of integrating generative AI, AI agents, and LLMs into marketing research. My work introduces LLM-based coders and AI agents to psychometrically assess complex constructs embedded in digital content, lowering technical barriers for consumer researchers and opening new pathways for theory building in domains such as consumer emotion, agency, and moral reasoning in AI-mediated environments.

My work has been published in Marketing Science, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Management Science, International Journal of Research in Marketing, and Journal of Retailing. I serve as an Associate/Area Editor at Journal of Marketing, the Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Retailing, and a Senior Editor at Production and Operations Management, and I am currently on the editorial review board of the Journal of Marketing Research and Journal of Consumer Research. 

I received my Ph.D. in Business Administration from the University of Cincinnati. I obtained my M.S. in Statistics from Georgetown University and B.S. in Mathematics from University of Toulouse, France. Before joining Virginia Tech, I served on the faculty at Ivey Business School, Western University, Canada.