Dr. Zhiyong Yang is a Professor of Marketing at the Farmer School of Business, Miami University. Prior to entering academia, he spent over a decade in industry, where he held several leadership roles—including project manager, marketing manager, and vice president—at major corporations. 

His research focuses on cultural studies and consumer psychology, with a particular focus on how situationally activated cultural identities (e.g., self-construal, sense of power, local-global identity, cultural tightness-looseness) on consumer decision-making. He has published more than 70 scholarly articles, including manay in leading academic journals such as the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, MIS Quarterly, and Journal of Experimental Social Psychology.

Dr. Yang currently serves as Area Editor for the International Journal of Research in Marketing, Associate Editor for the Journal of Business Research, and Guest Editor for Industrial Marketing Management. He is also a member of the Editorial Review Boards for several other journals, including the Journal of Consumer Psychology and 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 has also received competitive research awards from Harvard Center for Risk Analysis at Harvard University.