Yang, Sha
Yang, Sha 楊沙
BA (Renmin U); MA, MS, PhD (Ohio State U)
Distinguished Visiting Professor
Contact
Department of Marketing
11/F, Cheng Yu Tung Building
12 Chak Cheung Street
Shatin, N.T., Hong Kong
+852 3943 8693
Biography
Sha Yang is a Distinguished Visiting Professor at the CUHK Business School. Professor Yang’s research centres on understanding interdependencies and spill overs in preferences, behaviours, and decision-making. Her work delves into the social influences exerted by family members, neighbours, friends, and other consumers in general. Additionally, she has studied competition in contexts such as advertising, pricing, and platform growth. Her recent research interests include causal inference and topics within the media and entertainment industries. Her scholarly contributions have been widely published in top-tier journals. Professor Yang served as an Associate Editor for Journal of Marketing, Marketing Science, and Quantitative Marketing and Economics for multiple terms. She received honours such as the Marketing Science Institute Young Scholar, Informs Society for Marketing Science Doctoral Dissertation Winner (Supervising Faculty), Marshall Research Excellence Award, PhD Mentoring Award, and grants from various institutions. She served as the Senior Vice Dean for Faculty and Academic Affairs of the Marshall School of Business at USC during 2020-2023. She is currently a VP for the INFORMS Society for Marketing Science.
Teaching Areas
Marketing Seminar
Research Interests
Consumer Choices
Advertising
Pricing/Negotiation
Networks
Competition
E-commerce Platforms
Media and Entertainment
Publications & Working Papers
- Li, Yanyan, Sha Yang and Qing Liu (2026), “A Representative Sampling Method for Peer Encouragement Designs in Network Experiments”, Marketing Science, forthcoming.
- Lu, Shijie, Sha Yang, and Yao (Alex) Yao (2025), “Within-Category Satiation and Cross-Category Spillover in Multi-Product Display Advertising,” Journal of Marketing, 89(2), 119-140.
- Cao, Jisu and Sha Yang (2025), “Understanding the Impact of Reviews on Consumer Product Choice under Negotiated Pricing,” Management Science, 71(1), 753-778.
- Zheng, Xin, Jisu Cao, Yili (Kevin) Hong, Sha Yang and Xinyao Ren (2023), “Differential Effects of Multi-dimensional Review Evaluations on Product Sales for Mainstream vs. Niche Products,” MIS Quarterly, 47(2), 833-856.
- Zhao, Yi, Sha Yang, Matt Shum and Shantanu Dutta (2022), “A Dynamic Model of Player Level-Progression Decisions in Online Gaming”, Management Science, 68(11), 8062-8082.
- Yang, Botao, Sha Yang and Shantanu Dutta (2022), “Platform Service Offering to Business Customers: Strategic Considerations in Engendering Seller Use of Marketing Tools on E-commerce Platforms,” Marketing Science, 41(2), 361-379.
- Hu, Mantian, Sha Yang, and Daniel Xu (2019), “Understanding the Social Learning Effect in Contagious Switching Behavior,” Management Science, 65(10), 4451-4949.
- Jian, Lian, Sha Yang, Sulin Ba, Li Lu and L. Cristal Jiang (2019), “Managing the Crowds: the Effect of Prize Guarantees and In-Process Feedback on Participation in Crowdsourcing Contests,” MIS Quarterly, 43(1), 97-112.
- Jia, He, Sha Yang, Xianghua Lu and CW Park (2018), “Do Consumers Always Spend More When Coupon Face Value is Larger? The Inverted U-Shaped Effect of Coupon Face Value on Consumer Spending Level,” Journal of Marketing, 82(4), 70-85.
- Lu, Shijie and Sha Yang (2017), “Investigating the Spillover Effect of Competition on Sponsored Search Advertisers’ Keyword Decisions,” Marketing Science, 36(6), 976-998
- Ducaaroz, Caroline, Sha Yang and Eric Greenleaf (2016), “Understanding the Impact of Promotional Messages in Internet English Auctions,” Journal of Marketing, 80(2), 80-100.
- Yang, Sha, Shijie Lu and Xianghua Lu (2014), “Modeling Competition and Its Impact in Paid-Search Advertising,” Marketing Science, 33(1), 134-153.
- Zhao, Yi, Sha Yang, Vishal Narayan and Ying Zhao (2013), “Modeling Consumer Learning from Online Product Reviews,” Marketing Science, 32(1), 153-169.
- Yang, Sha, Mantian Hu, Russ Winer, Henry Assael and Xiaohong Chen (2012), “An Empirical Study of Word-Of-Mouth Generation and Consumption,” Marketing Science, 31(6), 952-963.
- Gu, Jane and Sha Yang (2010), “Quantity-Discount Dependent Consumer Preferences and Competitive Non-linear Pricing,” Journal of Marketing Research, 47(6), 1100-1113.
- Yang, Sha and Anindya Ghose (2010), “Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative or Zero Interdependence?” Marketing Science, 29(4), 602-623.
- Yang, Sha, Yi Zhao and Ravi Dhar (2010), “Modeling the Under Reporting Bias in Panel Survey Data”, Marketing Science, 29(3), 525-539.
- Yang, Sha, Yi Zhao, Tulin Erdem, and Ying Zhao (2010) “Modeling the Intra-Household Behavioral Interaction,” Journal of Marketing Research, 47(3), 470-484.
- Ghose, Anindya and Sha Yang (2009) “An Empirical Analysis of Sponsored Search in Online Advertising,” (Lead Article), Management Science, 55(10), 1605-1622.
- Moe, Wendy and Sha Yang (2009), “Inertial Disruption: The Impact of a New Competitive Entrant on Online Consumer Search”, Journal of Marketing, 73(1), 109-121.
- Chen, Yuxin, Sha Yang and Ying Zhao (2008), “A Simultaneous Model of Consumer Brand Choice and Negotiated Price” Management Science, 54(3), 538-549.
- Chen, Yuxin and Sha Yang (2007), “Estimating Disaggregate Models Using Aggregate Data via Augmentation of Individual Choice,” Journal of Marketing Research, 44(4), 613-621.
- Yang, Sha, Vishal Narayan and Henry Assael (2006), “Estimating the Interdependence of Television Program Viewership Between Spouses: A Bayesian Simultaneous Equation Model,” Marketing Science, 25(4), 336-349.
- Allenby, Greg, Tom Shively, Sha Yang and Mark Garratt (2004) “A Choice Model for Packaged Goods: Dealing With Discrete Quantities and Quantity Discounts,” Marketing Science, 23(1), 95-108.
- Yang, Sha and Greg M. Allenby (2003), “Modeling Interdependent Consumer Preferences,” Journal of Marketing Research, 40(3), 282-294.
- Yang, Sha, Greg M. Allenby and Geraldine Fennell (2002), “Modeling Variation in Brand Preferences: The Roles of Objective Environment and Motivating Conditions,” (Lead Article), Marketing Science, 21(1), 14-31.
Awards & Honours
- USC University PhD Mentoring Award 2026
- USC Marshall School PhD Mentoring Award 2026
- American Marketing Association Sheth Doctoral Consortium Distinguished Faculty Fellow, 2012, 2014, 2018, 2021, 2025
- Informs Society for Marketing Science Doctoral Consortium Distinguished Faculty Fellow, 2015, 2019, 2021, 2022, 2023
- Marketing Science Institute Clayton Doctoral Dissertation Competition Honorable Mention (Supervising Faculty), 2014, 2024
- USC Marshall Golden Apple Teaching Award 2020
- USC Marshall Research Excellence Award 2019
- Informs Society for Marketing Science Doctoral Dissertation Winner (Supervising Faculty) 2014
- Marketing Science Institute Young Scholar 2005
Academic/Professional Services
- VP Membership Outreach and Engagement, the INFORMS Society of Marketing Science (ISMS), 2024-present
- Associate Editor for Journal of Marketing 2017-2025
- Associate Editor for Marketing Science 2017-2024
Student Nationalities