TEACHING AND RESEARCH AREAS

Ÿ Teaching Programme: Principles of Marketing

Ÿ Research Areas: Consumer Behavior; Consumer Psychology

 

ACADEMIC EXPERIENCE

Ÿ Assistant Professor, Wuhan University, 2020 – present

 

SELECTED PUBLICATIONS

Journal Papers (International)

Ÿ Tang, Yangyi (Eric)* and Alex S.L. Tsang (2020), “Inspire Me to Purchase: Consumers’ Personal Control and Preference for Underdog Brand Positioning”, Journal of Business Research, 115, 101-109.

Journal Papers (Domestic)

Ÿ He, Yuanqiong, Yangyi (Eric) Tang*, and Junfang Zhang (2016), “Consumer Psychological Reactance: A Literature Review and Prospects,” Foreign Economics & Management, 38(2): 49-61. (in Chinese).

Conference Papers (International)

Ÿ Tang, Yangyi (Eric) and Alex S.L. Tsang (2019), “Inspire to Purchase: How a Lack of Control Drive Preferences for Underdog Positioning,” Poster presented at the Annual Conference of Society for Consumer Psychology, Savannah, GA.

Ÿ Tang, Yangyi (Eric) and Alex S.L. Tsang (2019), “The Protective Self: Consumers Compensate for Low Personal Control by Pursuing Clear and Coherent Self-Views in Consumption,” Poster presented at the Association for Consumer Research Annual Conference, Atlanta, GA

 

RESEARCH GRANTS

Government-funded grants

Ÿ The Effects of Scheduling Style on Consumers' Decision-Making Process, NFSC, 2022-2024

 

MEMBERSHIPS, CERTIFICATIONS

Ÿ Association for Consumer Research

Ÿ Society for Consumer Psychology

Ÿ Beta Gamma Sigma