Lifeng Yang

Degreed Education:
- Ph.D. Business Administration. Fisher College of Business, The Ohio State University, U.S.A.
                             Major Area: Marketing
                             Minor Areas: Social Psychology; Statistics.
            Advisor: H. Rao Unnava; Committee Members: Richard E. Petty, Robert E. Burnkrant.

- M.A. University of Illinois at Urbana-Champaign, U.S.A.

- B.A. South China Normal University, China

Professional Education:
- 2022.11 Executive Education Certificate for participation in Babson Studio for Entrepreneurship Educators in Asia, Babson College. Online.

- 2020.1 Executive Education Certificate for Case Writing, Harvard Business School, Boston MA, U.S.A.

- 2019.8 Executive Education Certificate for Case Teaching, Harvard Business School, Boston MA, U.S.A.

- 2017.5 Executive Education Certificate for Price-Babson Symposium for Entrepreneurship Educators, Babson College, Babson Park MA, U.S.A.

1. Zeng, Qingli*, Sandeep R. Chandukala, Hai Che, and Lifeng Yang (2024), “Shared Experience Matters: Impact of Anchors’ Voice Characteristics on Viewer Engagement in Live Streams”, manuscript being revised for resubmission.

2. Yang, Lifeng, Haoyu Liu# and Duane T. Wegener (2024), “Deciphering the Dynamic Influence of Competing Job Offers on Recruiters’ Hiring Decisions,” manuscript being revised for resubmission.

3. Yang, Lifeng, Haoyu Liu*, Duane T. Wegener and Yuhao Lu* (2024), “Reducing Ambivalence and Increasing Decision Confidence with Incidental Physical Activity,” Under review.

4. Yang, Lifeng, Yuxin Chen, Haoyu Liu*, Ying Cao and Yi Wang# (2024), “Do AI Generated Images Underserve the Introverts?” Under review.

5. Qi, Ji, Shuhang Li, Lifeng Yang, Sen Tian, and Zhihao Jiang (2024), “Closed-Loop Testing of Autonomous Driving Systems: A Safety-Critical, Effective, and Realistic Evaluation Using the Adversarial Cognitive Driver Model,” Under review.(跨学科人机交互研究)

6. Yang, Lifeng, Yuhao Lu*, Duane T. Wegener and Xiaoling Zhang (2024), “Choices at a Glance: Exploring the Impact of Face Payment Technology on Consumer Food and Beverage Selection”, Under review.

7. Yang, Lifeng, Duane T. Wegener, Haoyu Liu*, Yi Wang* (2024), “Decision avoidance: Effects of ambivalence on decision delay versus decision outsourcing” Under review.

8. Gu, Yi, Shuhang Li, Bangzheng Fu, Renzhi Tang, Lifeng Yang, Sen Tian, and Zhihao Jiang (2024), “Enhanced Driving Assistance System with Cognitive Digital Twin: An Observation-Enhanced Approach,” Under review. (跨学科人机交互研究)

9. Yang, Lifeng, Melissa D. Cinelli, and Duane T. Wegener (2024), “Consumer Response to Competitive Benchmarking: The Role of Self-Brand Identification,” 3rd-round R&R.

10. Howie, Katharine#, Rhiannon M. Mesler, Jennifer Chernishenko and Lifeng Yang (2023), “Can You See It?” How One-for-One Promotions Increase Imagery Vividness, Empathy, and Consumer Responses in Cause-Related Marketing,” 3rd round R&R (*Second Dissertation Essay of former PhD advisee in Marketing @ Ole Miss).

11. Haoyu Liu*, Lifeng Yang, and Duane T. Wegener (2023), "Effects of Labeling on Risk Taking in “Leveling-up” Decisions: Ascending versus Descending Permutations and Ending in Terminal Values." accepted by Marketing Letters 34(1), 125-138. (Authors contributed equally.)

12. Howie, Katharine#, Lifeng Yang, Scott Vitell, Victoria Bush and Douglas Vorhies (2018), "Cause-Related Marketing with Consumer Participation and the Reactance Response," Journal of Business Ethics, 147(3), 679-92. (#former doctoral advisee in Marketing@ Ole Miss)

13. Yang, Lifeng, Scott Vitell, and Victoria Bush (2017), "Unethically Keeping the Change While Demeaning the Act," Journal of Consumer Marketing, 34(1), 11-19.

14. Yang, Lifeng and H. Rao Unnava (2016), "Preference for Negative Reviews When Forming Attitudes: The Moderating Role of Ambivalence," Psychology and Marketing, 33 (5), 331-43.

15. Cinelli, Melissa D. and Lifeng Yang (2016), "The Role of Implicit Theories in Evaluations of 'Plus-size' Advertising," Journal of Advertising, 45(4), 472-81.

16. Yang, Lifeng and H. Rao Unnava (2016), "Tipping the Purchase with Implicit Priming: Influencing the Behaviors of Ambivalent Consumers with Valenced Primes," Journal of Marketing Theory and Practice, 24 (4), 442-61.

17. Bush, Victoria D., Lifeng Yang, and Katerina E. Hill# (2015), "The Ambivalent Consumer: A Sequential Investigation of Response Amplification in Buyer-Seller Encounters," Journal of Marketing Theory and Practice, 23, 402-14. (#former doctoral student in Marketing @ Ole Miss)

1. Yang, Lifeng, Hai Che, Qingli Zeng*#, and Sandeep R. Chandukala (2023), “The Effects of Peer Behavior on Viewer’s Participation in Online Streaming Videos,”. One experimental study completed; Online streaming data currently being sorted for model construction.

Professional Service

- Conference Organizer & Host
            • 2019 International Symposium of Attitude Research, Innovation, and Management, Shanghai China (2019.9)
            • 2019 Marketing Research Camp, Shanghai Marketing Research Council (2019.12)

- Conference Session Chair
            • 2017 Association for Consumer Research Conference Attitude and Persuasion Section, San Diego, U.S.A.

- Journal Reviewer
            • Management and Marketing (Associate Editor)
            • Journal of Business Ethics
            • Journal of Consumer Marketing
            • Social Influence

- Workshops & Invited Lectures (Since Joining ShanghaiTech)
            • Workshop Presenter (2023, April), "Effective Communications and Team Building," 上海兆芯集成电路股份有限公司, Shanghai China.
            • Workshop Presenter (2021, April), "The Application of Attitude Research in Business Communications and Team Building," Zhangjiang Artificial Intelligence Research Park, Zhangjiang Group 张江集团, Shanghai China.
            • Workshop Presenter (2020, October), "The Application of Attitude Research in Business Communications and Team Building," Zhangjiang Artificial Intelligence Research Park, Zhangjiang Group 张江集团, Shanghai China.
            • Workshop Presenter (2019, September), "Effective Communications and Team Building," Zhangjiang Group, Shanghai China.

- Invited Research Seminar Presentations (Since Joining ShanghaiTech)
            • 2021 Xiamen University, School of Business, Xiamen, China
            • 2021 University of Nottingham (Ningbo), Business School, Ningbo, China
            • 2020 The Ohio State University, Department of Psychology (APL), USA
            • 2019 Shanghai University of Finance and Economics, School of Business, Shanghai, China
            • 2017 University of Amsterdam, School of Psychology, Amsterdam, the Netherlands

University Service

ShanghaiTech University, Shanghai China
School-Level (School of Entrepreneurship and Management)
            - Member, Faculty Hiring Committee (2017-2022)
            - Member, Academic Committee(2018-2021)
            - Member, Student Admission and Student Affairs Committee(2019-Present)
            - Faculty Advisor, Management Science Students (2020.9-Present)
            - Course Director and Team Leader for the Innovative Design and Implementation of University-level Course: Design Thinking in Entrepreneurship and Management (2020.3-8)
            - Member, Academic Affairs Committee (2020.9-2023.3)

Inter-School-Level
            - Course Director for the Design, Teaching, and Textbook writing for: Ethics in the Developments of Information Science and Technologies (2020-Present)
            - Undergraduate Research Practicum Thesis Students
            Zikun Xiao (Computer Science Major, B.S. 2020)
            Haoyu Liu (Electrical Engineering Major, B.S. 2020)
            Tianye Wang (Electrical Engineering Major, B.S. 2020)
            Jiajun Cui (Computer Science Major, B.S. 2020)
            Yexing Hu (Computer Science Major, B.S. 2020)
            Yuhong Liu (Computer Science Major, B.S. 2020)
            Qingli Zeng (Computer Science Major, B.S. 2020)
            Jiatong Yu (Computer Science Major, B.S. 2019)
            Lingyun Cao (Computer Science Major, B.S. 2019)
            Wangjun Zhu(Computer Science Major, B.S. 2019)
            Fanting Shen (Computer Science Major, B.S. 2019)
            Xingya Zhang (Electrical Engineering Major, B.S. 2019)
            - Invited Lecturer for Entrepreneurship and Management (2023, October), “Application of Attitude Research in Entrepreneurship and Management”, lecture series organized by ShanghaiTech University Office of Technology Transfer
            - Invited Lecturer (2022, October), New Principal Investigator (PI) Training, “Attitude Research and System Building”, event organized by Department of Environment, Healthy and Safety
            - Invited Lecturer (2021, July), Ethics in Research Training, event organized by the University’s Office of Research
            - Invited Lecturer (2021, May), SI361 Brian-Computer Interface Technology, School of Informational Science and Technology
            - Invited Lecturer (2020, November), “The Implications of Attitude Research in Recruiting and Managing Millennials,” University Campus Recruiting Event
            - Invited Lecturer (2020, November), “Branding and Marketing”, lecture series organized by Office of Technology Transfer
            - Invited Lecturer (2018, December), “Attitude Research: Methods, Findings, Implications”, iHuman Institute

University-Level
            - Member, ShanghaiTech University Faculty and Staff Congress ( 2020-Present, elected by votes within SEM representing SEM)
            - Member, University Faculty and Research Personnel Hiring Committee (2017.1-2020.8)
            - Member, University Institutional Review Board (2017-Present)
            - Member, International Conference Review Committee (2020-Present)
            - Member, University Administrative/Teaching/Research Staff Promotion Committee (2020)
            - Faculty Representative and Team Leader, Social Practice Teaching to the Underprivileged Students in Jingxian, Anhui Province (2019)
            - Member, Student Recruitments for:
           1. Shanghai (2023)
           2. Yunnan Province (2017,2021,2022,2023)
           3. Liaoning Province (2018)
           4. Shandong Province (2019, 2020)
           - Reviewer, Campus Open-Day Events (Application Review and In-person Interviews) (2017-Present)


University of Mississippi, Oxford MS, U.S.A.
- Faculty Senator, representing Department of Marketing (2015-2016)