Dr. Zhiyong Yang is a Professor of Marketing at the Farmer School of Business, Miami University. Before transitioning to academia, he spent over a decade in industry, holding leadership roles such as project manager, marketing manager, and vice president at major corporations. 

Zhiyong's research focuses on family decision-making and cultural psychology, with two primary areas of interest: (1) the long-term impact of parenting strategies on children's consumption patterns, and (2) the influence of situationally activated cultural identity (e.g., self-construal, sense of power, local-global identity) on consumer decision-making. His work has been published in leading academic journals, including Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, MIS Quarterly, and Journal of Experimental Social Psychology.

Zhiyong serves as an Area Editor for the International Journal of Research in Marketing and an Associate Editor for the Journal of Business Research. He is also a guest editor for Industrial Marketing Management and a member of the Editorial Review Boards for multiple journals, including the Journal of the Academy of Marketing Science. His research has been funded by the U.S. National Science Foundation (NSF), Statistics Canada, Fonds québécois de la recherche sur la société et la culture (FQRSC) in Canada, and the Association for Consumer Research. He also received competitive research awards from the Center for Risk Analysis at Harvard University.