Founded in 2004, the Department of Marketing at Tsinghua School of Economics and Management is a recognized leader in China in the marketing discipline, and one of the top marketing departments in the Asia-Pacific region. We are a group of dynamic and collegial scholars. As of 2020, there are 13 fulltime faculty members with expertise in quantitative marketing, marketing strategies and consumer behavior.
We are a highly productive research group. Our research has been published in top-tier marketing and management journals (UT Dallas list and FT 50), includingJournal of Marketing Research,Management Science,Marketing Science,Journal of Marketing,Production and Operations Management, Journal of Consumer ResearchandJournal of Consumer Psychology. Below is a list of recent and representative publications by our faculty members.
Kumar, Vineet andYacheng Sun(Forthcoming), “Designing Pricing Strategy for Operational and Technological Transformation,”Management Science.
Xiao, Ping, Ruli Xiao,Yitian (Sky) Liang, Xinlei (Jack) Chen and Wei Lu (Forthcoming), “The Effects of a Government’s Subsidy Program: Accessibility Beyond Affordability,”Management Science.
Chen, Yubo, Mrinal Gosh, Yong Liu and Liang Zhao (2019), “Effects of Media Coverage of Climate Change on Consumer Purchase of Sustainable Products: Evidence from the U.S. Hybrid Vehicle Market,”Journal of Marketing Research, 56(6): 995-1011.
Chen, Yuboand Liantao (Tarry) Wang (2019), “Commentary: Marketing and the Sharing Economy: Digital Economy and Emerging Market Challenges,”Journal of Marketing, 83(5): 28-31.
Huang, Tak,Yitian (Sky) Liang, Charles Weinberg and Gerald Gorn (2019), “The Sleepy Consumer and Variety Seeking,”Journal of Marketing Research, 56(2): 179-196. (Lead Article)
Sun, Yachengand Dan Zhang (2019), “A Model of Customer Rewards Program with Finite Expiration Term,”Management Science, 65(8): 3889-3903.
Wang, Qi, Juan Feng andXuping Jiang(2019), “Multiple-Winner Award Rules in Online Procurement Auctions,”Production and Operations Management, 28(10): 2533-2551.
Ho, Jason,Yitian (Sky) Liang, Charles Weinberg and Jing Yan (2018), “An Empirical Study of Uniform and Differential Pricing in the Movie Theatrical Market,”Journal of Marketing Research, 55(3): 414-431.
Chen, Rong, Xiaobing Xu and Hao Shen (2017), “Go Beyond Just Paying: Effects of Payment Method on Level of Construal,”Journal of Consumer Psychology, 27(2): 207-217.
Gong, Shiyang, Juanjuan Zhang,Ping ZhaoandXuping Jiang(2017), “Tweeting as a Marketing Tool: A Field Experiment in the TV industry,”Journal of Marketing Research, 54(6): 833-850.
Kivetz, Ran andYuhuang Zheng(2017), “The Effects of Promotions on Hedonic versus Utilitarian Purchases,”Journal of Consumer Psychology, 27(1): 59-68.
Sun, Yacheng, Xiaojing Dong and Shelby McIntyre (2017), “Motivation of User-generated Content: Social Connectedness Moderates the Effects of Monetary Rewards,”Marketing Science, 36(3): 327-470. (Lead Article)
Tao, Tao, Bob Wyer andYuhuang Zheng(2017), “The Scale Range Effect on Numerical Information Judgment: A Two-Process Model,”Journal of Experimental Psychology: General, 146(3): 409-427.
Xu, Xiaobing,Rong ChenandMaggie Wenjing Liu(2017), “The Effects of Upper and Lowercase Wordmarks on Brand Perceptions,”Marketing Letters, 28(3): 449–460.
Chen, Rui,Yuhuang Zhengand Yan Zhang (2016), “Fickle Men, Faithful Women: Effects of Mating Cues on Men’s and Women’s Variety-Seeking Behavior in Consumption,”Journal of Consumer Psychology, 26(2): 275-282.
Sun, Yacheng, Shibo Li and Baohong Sun (2015), “An Empirical Analysis of Consumer Purchase Decisions Under Bucket-Based Price Discrimination,”Marketing Science, 34(5): 627-777.
Zhang, Jurui, Yong Liu andYubo Chen(2015), “Social Learning in Networks of Friends versus Strangers,”Marketing Science, 37(4): 573-589.
