Editorial Positions

• Area Editor, International Journal of Research in Marketing, 2024–present

• Associate Editor, Journal of Business Research, 2022–present

• Guest Editor, Industrial Marketing Management, 2016–2020

• Associate Editor, 2022 Association for Consumer Research annual conference, 2022 

• ERB, Journal of the Academy of Marketing Science, 2021–present 

• ERB, Decision Sciences, 2020–present

• ERB, Journal of Business Research, 2010–present

• ERB, Journal of Macromarketing, 2014–present

Published/Forthcoming in Refereed Journals

1. Adam, Zitian and Zhiyong Yang (forthcoming), “Breaking the Mold: How Visual Atypicality Shapes Brand-Generated Image Virality,” International Journal of Research in Marketing.

2. Fang, Xiang, Zhiyong Yang, Kevin Kam Fung So, Yingying Shao, Zhuofan Zhang, and Grace Fang Yu-Buck (forthcoming), “Stay or Leave? How Corporate Responses to Economic Sanctions Shape Consumer Reactions,” Journal of the Academy of Marketing Science.

3. Jin, Manhui, Zhiyong Yang, Traci Freling, and Narayan Janakiraman (forthcoming), “The Human Superiority Effect in Advice-taking: A Multi-method Exploration of Preferences for Human- vs. AI-generated Outputs,” Journal of Public Policy & Marketing. 

4. Ma, Han, Franklin Velasco Vizcaino, Narayan Janakiraman, and Zhiyong Yang (2024), “A Meta-Analytic Investigation into the Pay-It-Forward Phenomenon: The Roles of Individualism-Collectivism and Social Distance,” Journal of Business Research, 183, 114822.

5. Briggs, Elten, Abigail Torres Rico, Tracy Kizer, and Zhiyong Yang (2024), “How a Publicized Leader Transgression Can Affect Member Outcomes and Gift Purchasing of Associated Symbolic Products,” European Journal of Marketing, 58(6), 1630–1652. 

6. Liu, Yonghong, Chen Zhao, Zhiyong Yang, and Zhonghua Gao (forthcoming), “The Effect of Abusive Supervision on Employee Job Performance: The Moderating Role of Employment Contract Type,” Journal of Business Ethics. https://doi.org/10.1007/s10551-023-05580-0 

7. Yang, Zhiyong (2024), “Differential Effects of Parental Psychological Control on Boys’ versus Girls’ Smoking Development,” Journal of Association for Consumer Research, 9(2), 200–215. 

8. Zhang, Zhe, Alex Yao, and Zhiyong Yang (2024), “Coach vs. Goldlion: The Effect of Socially- versus Personally-Oriented Motives on Consumer Preference for Foreign and Domestic Masstige Brands in Emerging Markets,” Journal of International Marketing, 32(3), 101–105. 

9. Yang, Zhiyong, Franklin Velasco, Tanner, Emily C., and John F. Tanner Jr. (2023), “How Do Vape Advertising Campaigns Affect Consumers’ Vaping Tendency? A Meta-Analytic Investigation,” Journal of Public Policy & Marketing, 43(1), 53–75.

10. Wang, Li, Chunyang Tong, and Zhiyong Yang (2023), “Linking CIO–CMO Communication and Product Innovation via VCE Engagement: A Moderated Mediation Study,” British Journal of Management, 34(1), 259–279. https://doi.org/10.1111/1467-8551.12587 

11. Wang, Jingguo, Meichen Dong, Zhiyong Yang, and Yuan Li (2023), “Passing the Torch: How Parental Privacy Concerns Affect Adolescent Self-Disclosure on Social Networking Sites,” MIS Quarterly, 47(4), 1585–1614. 

12. Cai, Fengyan, Xiaohong Zhao, and Zhiyong Yang (2023), “Are People Less Generous After a Family Member Gives to Charity? The Interaction of Self-construal and Interpersonal Closeness,” International Journal of Research in Marketing, 40(2), 398–416.

13. Mourali, Mehdi and Zhiyong Yang (2023), “Misperception of Multiple Risks in Medical Decision–Making,” Journal of Consumer Research, 50, 25–47.  

14. Tanner, Emily C., John F. Tanner Jr., Franklin Velasco, and Zhiyong Yang (2022), “Dynamic Risk Construction and Risky Behavior Decisions: Toward a Model of Adolescent Risk-Related Schema Development,” Journal of Consumer Affairs. 56, 1244–1259.

15. Yang, Zhiyong, Traci Freling, Sijie Sun, and Pamela A. Richardson (2022), “A Meta–Analytic Examination of Consumer Responses to Product Crises,” Journal of Business Research, 150, 102–120. 

16. Xiaodong (Elva) Nie, Zhiyong Yang, Yinlong Zhang, and Narayan Janakiraman (2022), “How Does Global–Local Identity Affect Consumer Preference for Access-based Consumption? Investigating the Mediating Role of Consumption Openness,” Journal of Marketing Research, 59(3), 555–577.

17. Velasco, Franklin, Zhiyong Yang, and Narayan Janakiraman (2021), “A Meta-Analytic Investigation of Consumer Response to Anthropomorphic Appeals: The Roles of Product Type and Uncertainty Avoidance,” Journal of Business Research, 131, 735–746. 

18. Yang, Zhiyong, Fernando Jaramillo, Yonghong Liu, Rong Huang, and Weiling Ye (2021), “The Impact of Abusive Supervision on Employees’ Customer Orientation and Job Performance: Roles of Contingent Reward and Contingent Punishment,” European Journal of Marketing, 55(2), 543-564.

19. Gentina, Elodie, Rui Chen, and Zhiyong Yang (2021), “Development of Theory of Mind on Online Social Networks: Evidence from Facebook, Twitter, Instagram, and Snapchat,” Journal of Business Research, 124, 652–666. 

20. Yang, Zhiyong, Ahmad Jamal, and Lianxi Zhou (2020), “Recent Advances in Identifying and Theorizing the Role of Immigrant Entrepreneurs, Ethnicity, and Culture in Industrial Marketing,” Industrial Marketing Management, 91, 521-522. (Editorial)

21. Wang, Ying, Zhiyong Yang, and Mahmut Yasar (2020), “A Multilevel Investigation into the Effect of Cultural Distance on Bilateral Trade: The Roles of Product Type and Uncertainty Avoidance,” Canadian Journal of Administrative Sciences, 37, 495-512.

22. Raghunathan, Rajagopal, Zhiyong Yang, and Deepa Chandrasekaran (2020), “How Parental Love Received in Childhood Affects Consumers’ Future Financial Discipline,” Journal of the Association for Consumer Research, 5(3), 248-258. (Lead article)

23. Freling, Traci, Zhiyong Yang, Ritesh Saini, Omar Itani, and Ryan Rashad Abualsamh (2020), “When Poignant Stories Outweigh Cold Hard Facts: A Meta-analysis of the Anecdotal Bias,” Organizational Behavior and Human Decision Processes, 160, 51-67. (The first four authors contributed equally)

24. Yazdanmehra, Adel, Jingguo Wang, and Zhiyong Yang (2020), “Peers Matter: The Moderating Role of Social Influence on Information Security Policy Compliance,” Information Systems Journal, 30, 791-844.

25. Wang, Li, Manhui Jin, and Zhiyong Yang (2020), “Regulatory Focus and Consumption of Counterfeit Luxury Goods: Roles of Functional Theories of Attitudes and Perceived Similarity,” Journal of Business Research, 107, 50-61. 

26. Yang, Zhiyong, Sijie Sun, Ashok Lalwani, and Narayan Janakiraman (2019), “How Does Consumers’ Local or Global Identity Influence Price-Perceived Quality Associations? The Role of Perceived Quality Variance,” Journal of Marketing, 83(3), 145-162.

27. Yang, Zhiyong, Kristopher Floyd, and John F. Tanner Jr. (2019), “Effects of Antismoking Messages from Media on Adolescent Smoking: The Roles of Family, School, and Culture,” Journal of Business Research, 103, 222-231.

28. Wu, Gavin, Richard Bagozzi, Nwamaka Anaza, and Zhiyong Yang (2019), “A Goal-Directed Interactionist Perspective of Counterfeit Consumption: The Role Of Perceived Detection Probability,” European Journal of Marketing, 53(7), 1311-1332.

29. Yang, Zhiyong, Narayan Janakiraman, Mehdi T. Hossain, and Douglas B. Grisaffe (2019), “Differential Effects of Pay-It-Forward and Direct-Reciprocity on Prosocial Behavior,” Journal of Business Research.

30. Hossain, Mehdi T. and Zhiyong Yang (2019), “Outwitting the Rational Mind: How Effortful Thinking Influences Price Cognition,” Journal of Behavioral Decision Making, 32, 280-296.

31. Agnihotri, Raj, Zhiyong Yang, and Elten Briggs (2019), “Salesperson Time Perspectives and Customer Willingness to-Pay-More: Roles of Salesperson Intraorganizational Employee Navigation, Customer Satisfaction, and Firm Innovation Climate,” Journal of Personal Selling & Sales Management, 39(2), 138-158.

32. Walsh, Gianfranco, Zhiyong Yang, Jason Dahling, Mario Schaarschmidt, Ikuo Takahashi (2019), “Effects of Service Employees’ Negative Personality Traits on Emotional Labour and Job Satisfaction: Evidence from Two Countries,” Management Decision.

33. Wu, Bo and Zhiyong Yang (2018), “The Impact of Moral Identity on Consumers’ Green Consumption Tendency: The Role of Perceived Responsibility for Environmental Damage,” Journal of Environmental Psychology, 59, 74-84.

34. Chen, Xiaoye, Rong Huang, Zhiyong Yang, and Laurette Dube (2018), “CSR Types and the Moderating Role of Corporate Competence,” European Journal of Marketing, 52(7/8), 1358-1386.

35. Wang, Jingguo, Zhiyong Yang, and Deanne Brocato (2018), “An Investigation into the Antecedents of Pre-Purchase Online Search,” Information & Management, 55(3), 285-293.

36. Mourali, Mehdi, Zhiyong Yang, Frank Pons, and Derek Hassay (2018), “Consumer Power and Choice Deferral: The Role of Anticipated Regret,” International Journal of Research in Marketing, 35, 81-99.

37. Bartikowski, Boris, Michel Laroche, Ahmad Jamal, and Zhiyong Yang (2018), “The Type-of-Internet-Access Digital Divide and the Well-being of Ethnic Minority and Majority Consumers: A Multi-Country Investigation,” Journal of Business Research, 82, 373-380.

38. Zhao, Long, Zhiyong Yang, and Wei-Jen Lee (2017), “The Impact of Time of Use (TOU) Rate Structure on Consumption Patterns of The Residential Customers,” IEEE Transactions on Industry Applications, 53(6), 5130-5138.

39. Cai, Fengyan, Zhiyong Yang, Robert S. Wyer, Jr., and Alison Jing Xu (2017), “Bitter Mouth, Sweet Future: The Effect Of Bitter Flavor On Saving,” Journal of Experimental Social Psychology, 70, 48-58.

40. Fine, Robert L., Zhiyong Yang, Christy Spivey, Bonnie Boardman, and Maureen Courtney (2016), “Early Experience with Digital Advance Care Planning and Directives, A Novel Consumer-Driven Program,” Baylor University Medical Center Proceedings, 29(3), 263-267.

41. Briggs, Elten, Zhiyong Yang, Tracy R. Harmon-Kizer, and Todd J. Arnold (2016), “How Do Differing Community Engagement Strategies Affect Consumer Responses to a Retailer?” Journal of Marketing Theory and Practice, 24(1), 109-127.

42. Yang, Zhiyong, Ritesh Saini, and Traci Freling (2015), “How Anxiety Leads to Suboptimal Decisions under Risky Choice Situations,” Risk Analysis, 35(10), 1789-1800. 

43. Yang, Zhiyong, Jingguo Wang, and Mehdi Mourali (2015), “The Effect of Peer Influence on Two Aspects of Music Piracy: The Moderating Role of Self-Construal,” Journal of Business Research, 68(3), 516-525.

44. Yang, Zhiyong and Jingguo Wang (2015), “Differential Effects of Social Influence Sources on Self-Reported Music Piracy,” Decision Support Systems, 69, 70-81.

45. Yang, Zhiyong and Richard G. Netemeyer (2015), “Differential Effects of Parenting Strategies on Child Smoking Trajectories: A Longitudinal Assessment over Twelve Years,” Journal of Business Research, 68(6), 1273-1282.

46. Walsh, Gianfranco, Zhiyong Yang, Patrick Hille, and David Dose (2015), “The Effect of Job-Related Demands and Resources on Service Employees’ Willingness To Report Complaints: Germany Versus China,” Journal of Service Research, 18(2), 193-209.

47. Kim, Chankon, Zhiyong Yang, and Hanjoon Lee (2015), “Parental Style, Parental Practices, and Socialization Outcomes: An Investigation of Their Linkages in the Consumer Socialization Context,” Journal of Economic Psychology, 49, 15-33.

48. Qu, Wenguang and Zhiyong Yang (2015), “The Effect of Uncertainty Avoidance and Social Trust on Supply Chain Collaboration,” Journal of Business Research, 68(5), 911-918.

49. Ma, Zhenfeng, Zhiyong Yang, and Mehdi Mourali (2014), “Consumer Adoption of New Products: Independent versus Interdependent Self-Perspectives,” Journal of Marketing, 78(2), 101-117.

50. Yang, Zhiyong, Chankon Kim, Michel Laroche, and Hanjoon Lee (2014), “Parental Style and Consumer Socialization among Adolescents: A Cross-National Investigation,” Journal of Business Research, 67, 228-236 (lead article).

51. Mourali, Mehdi and Zhiyong Yang (2013), “The Dual Role of Power in Resisting Social Influence,” Journal of Consumer Research, 40(3), 539-554.

52. Yang, Zhiyong, Charles M. Schaninger, and Michel Laroche (2013), “Demarketing Teen Tobacco and Alcohol Use: Negative Peer Influence and Longitudinal Roles of Parenting and Self-Esteem,” Journal of Business Research, 66(4), 559-567.

53. Mason, Marlys J., John F. Tanner, Maria Piacentini, Dan Freeman, Trena Anastasia, Wided Batat, Wendy Boland, Murad Canbulut, Jenna Drenten, Anne Hamby, Priyamvadha Rangan, and Zhiyong Yang (2013), “Advancing A Participatory Approach For Youth Risk Behavior: Foundations, Distinctions, And Research Directions,” Journal of Business Research, 66(8), 1235-1241.

54. Yang, Zhiyong and Michel Laroche (2011), “Parental Responsiveness and Adolescent Susceptibility to Peer Influence: A Cross-Cultural Investigation,” Journal of Business Research, 64, 979-987.

55. Wang, Jingguo, Zhiyong Yang, and Sudip Bhattacharjee (2011), “One Coin, Two Sides: Differential Effects of Social Learning on Two Aspects of Music Piracy,” Journal of Management Information Systems, 28(3), 343-384.

56. Qu, Wenguang, Zhiyong Yang, and Zhongming Wang (2011), “Multi-Level Framework of Open Source Software Adoption,” Journal of Business Research, 64, 997-1003.

57. Yang, Zhiyong and Charles M. Schaninger (2010), “The Impact of Parenting Strategies on Child Smoking Behavior: The Role of Child Self-Esteem Trajectory,” Journal of Public Policy & Marketing, 29(2), 232-247.

58. Yang, Zhiyong, Fernando Jaramillo, and Larry Chonko (2010), “Productivity and Coauthorship in JPSSM: A Social Network Analysis,” Journal of Personal Selling & Sales Management, 30(1), 47-71.

59. Yang, Zhiyong and Charles M. Schaninger (2010), “Parenting Strategies as Influences of Teen Drinking via Self Esteem: An Important Area for Family Policy,” Journal of Macromarketing, 30(4), 331-341.

60. Zhou, Lianxi, Zhiyong Yang, and Michel K. Hui (2010), “Non-Local or Local Brands? A Multi-Level Investigation into Confidence in Brand Origin Identification and Its Strategic Implications,” Journal of the Academy of Marketing Science, 38, 202-218.

61. Richard, Marie-Odile, Jean-Charles Chebat, Zhiyong Yang, and Sanjay Putrevu (2010), “A Proposed Model of Online Consumer Behavior: Assessing the Role of Gender,” Journal of Business Research, 63 (9/10), 926-934.

62. Kim, Chankon, Zhiyong Yang, and Hanjoon Lee (2009), “Cultural Differences in Consumer Socialization: A Comparison of Chinese-Canadian and Caucasian-Canadian Children,” Journal of Business Research, 62, 955-962.

63. Laroche, Michel, Zhiyong Yang, Chankon Kim, and Marie-Odile Richard (2007), “How Culture Matters in Children’s Purchase Influence: A Multi-Level Investigation,” Journal of the Academy of Marketing Science, 35(1), 113-126.

64. Laroche, Michel, Zhiyong Yang, Gordon H.G. McDougall, and Jasmin Bergeron (2005), “Internet versus Bricks-and-mortar Retailers: An Investigation into Intangibility and Its Consequences,” Journal of Retailing, 81(4), 251-267. (Lead article)

65. Laroche, Michel, Gordon H.G. McDougall, Jasmin Bergeron, and Zhiyong Yang (2004), “Exploring How Intangibility Affects Perceived Risk,” Journal of Service Research, 6(4), 373-389.

Research Book

Yang, Zhiyong (2008), The Parent-Self-Peer Model. Saarbrücken, Germany: VDM Verlag Publishing Company (128 pages). ISBN10: 3639025911, ISBN13: 9783639025910.

Book Chapters

1. Yang, Zhiyong, Ying Wang, and Jiyoung Hwang (2020), “Generation Z in China: Implications for Global Brands,” In E. Gentina and E. Parry (Eds.), The New Generation Z in Asia: Dynamics, Differences, Digitalization (pp. 23-36). UK: Emerald Publishing Limited. 

2. Yang, Zhiyong (2015), “Ethnic Youth: Parental Style and Consumer Socialization,” In Ahmad Jamal, Lisa Penaloza, and Michel Laroche (eds.), Ethnic Marketing (pp. 36-50). UK: Routledge Companion, ISBN: 978-0-203-08009-2.

3. Laroche, Michel, Zhiyong Yang, Chankon Kim, and Claudia Chan (2006), “A Family Level Measure of Acculturation for Chinese Immigrants,” In C.P. Rao (Ed.), Marketing and Multicultural Diversity (pp. 155-166). UK: Ashgate Publishing Company.

Research Grant

1. Senior Personnel: “Data-Driven Analysis and Dynamic Modeling of Residential Power Demand Behavior: Using Long-Term Real-World Data from Rural Electric Systems,” National Science Foundation (Award No.2301411); $198,740, with $44,073.95 being transferred to Miami University; PI: Long Zhao – South Dakota School of Mines & Technology; 01/01/2024–12/31/2025. 

2. PI:  “How to Enhance the Effectiveness of Anti-Smoking Messages in Curtailing Teen Smoking: The Role of Parenting Strategies,” Association for Consumer Research (Tier 2); $2,000; 11/01/2021-10/31/2023. 

3. PI: Dean’s Research Scholar Awards Program, Bryan School of Business & Economics, University of North Carolina at Greensboro; $5,000; 01/01/2019-12/31/2020.

4. PI: Faculty Liaison Proposal Award, Small Business & Technology Development Center (SBTDC), North Carolina; $3,000; Co-PIs: Suleyman Bahadir, Sara Macsween, and Noah W. Reynolds; 03/01/2019-12/31/2019

5. PI: “When Social Density Increases or Decreases Recycling: The Role of Self-Construal,” Association for Consumer Research; $2,500; Co-PI: Bo Wu – University of Texas at Arlington; 08/01/2018-08/01/2019.

6. Co-PI: Bangor Business School Grant: “An investigation into the impact of multi-language packaging on consumers’ perceptions and behavior,” Bangor University; £2,000 (equivalent to $2,636); Co-PI: Miriam McGowan, Louise Hassan, and Edward Shiu – Bangor University; 08/01/2016-08/31/2017.

7. PI: “How to Enhance The Effectiveness of Anti-Smoking Messages in Curtailing Teen Smoking: Role of Communication Channels and Message Type,” Research Enhancement Proposal Award, UT Arlington; $10,000; 06/01/2016-08/31/2017.

8. PI: “Bridging the Gap in Marketing and Engineering: Introducing Human Factors into Utility Consumption Big Data Analysis,” The Engineering-Business Seed Grant Program, UT Arlington; $10,000; Co-PI: Wei-Jen Lee; 04/01/2016-03/31/2017.

9. PI: “How Anxiety Leads to Suboptimal Decisions under Risky Choice Situations,” Harvard University; $3,000; Co-PI: Traci Freling and Ritesh Saini; 09/01/2013-05/31/2014.

10. Co-PI: SEEDCORN Funding: “Digital Piracy among Ethnic Consumers,” Cardiff University; £2,500 (equivalent to $3,800); Co-PI: Ahmad Jamal – Cardiff University; 07/01/2012-06/30/2013.

11. PI: “The Effects of Deterrence on Music Piracy: A Social Norm Perspective,” Research Enhancement Proposal Award, UT Arlington; $8,600; Co-PI: Jingguo Wang; 06/01/2009-05/31/2010.

12. PI: “A Cross-Cultural Investigation on How Parenting Style Impacts Adolescents’ Consumer Susceptibility to Normative Peer Influence,” Statistics Canada; $6,000; 07/01/2006–06/30/2008.

13. PI: “The Effect of Intangibility on Product Evaluations: Internet versus Bricks-and-Mortar Stores,” Fonds québécois de la recherche sur la société et la culture (FQRSC), Québec, Canada; $60,000; 09/01/2004–08/31/2007.